Why Color Matters

Color can be a beneficial tool in a trade show exhibit. You may not realize it, but color can have a huge effect on what people feel and do when they see your brand on the show floor.

Many colors are associated with temperature or with certain emotions. For example, fast food restaurants use red and yellow in order to create a sense of excitement while locations like hospitals and spas tend to use blues and greens for their calming influence. What you want in your display is a bit of both. Exciting colors will draw people in and calming colors will encourage them to stay.

To get a better feel for exactly what colors do for business, take a look at this great infographic from Marketo, which goes into detail on where colors are used in the industry and what feelings they evoke.

tips for using color for booth design

  • Don’t overwhelm attendees with too much of a good thing. Although red has been shown to be the color of winning teams, too much in a display can be jarring and off-putting. Unless your brand is going for a bold statement on the floor, use colors like red as an accents rather than the primary design color.
  • Use yellow to draw attention to specific content in your trade show display. Studies have shown that people tend to read words on yellow more than any other color.
  • Consider your company’s industry when choosing colors. The above infographic should give you a good idea of what colors have strong associations with you industry.
  • Keep track of color trends in design and in the trade show industry. For example last year we saw a ton of orange on the trade show floor. You can get on board with the color trends, or maybe do the exact opposite and start your own trend to stand out from the competition.

How do you determine what color is going to be best for your brand on the trade show floor? Let us know in the comments!

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