Color psychology applied to trade show booths
“Colour psychology” refers to the ability to influence people's moods and consequently their choices. Personal taste, experience, context, and cultural differences can alter the effect that seeing a colour has on our subconscious.
Colours play a dominant role during purchasing decisions: this is a factor companies cannot underestimate when deciding to participate in trade fairs and showcase their booth.
It is necessary to study and understand which colours to use to make the booth appealing and interesting, which elements to highlight or downplay, how to use contrasts, and how to exploit colour schemes throughout the entire space.
In our work as professional booth designers, we use colour psychology to guide people to make decisions or take actions, based on the goals we have defined with the client.
From our experience, we have observed how the careful use of colours and shades can greatly change the appeal and the final outcome of a company's participation in trade shows.
Let’s look together at the meaning of various colours and especially which ones a company can consider using when participating with their booth at industry events.
RED
Red is a stimulating colour that expresses positive sensations and immediately grabs our attention.
Bright red, combined with orange or green, can be used by companies in the food sector. If, instead, it is a dark shade, it expresses femininity and can be chosen by cosmetics and perfume companies. Red should be avoided in the healthcare sector.
Red and orange colours increase heart rate and breathing and encourage consumers to eat.
This is why McDonald’s uses it not only in its logo but also in its decor and packaging.
YELLOW
Yellow expresses joy and optimism, is very appreciated by young people, and is often used also by children. If a company targets a young audience, using yellow can be an excellent solution to include in the tones of the booth or its components.
BLUE
Blue is a positive, serious, relaxing, and formal colour; it conveys tranquillity and peace.
It is the colour that inspires the most trust, so it is recommended for healthcare, financial, credit, and real estate sectors — basically all activities aimed at gaining people’s trust.
For disciplines linked to meditation and calmness, light blue (sky blue) is more appropriate.
GREEN
Green expresses positive and reassuring feelings and is recommended for brands that want to convey a concept related to nature.
It can be used by companies selling organic products, as well as veterinary medical practices.
It is a relaxing colour, but attention must be paid to the shade: bright green appeals more to a young and immature audience, while a darker tone can express elegance.
ORANGE
Orange is a lively and dynamic colour, a warm colour that easily attracts people’s attention and stimulates strong emotions.
It is often used by companies selling products for children. A great effect can be achieved by combining it with deep blue.
The importance of colour in trade show booths
The colour spectrum is broad and rich in variations: each can be explored for potential meanings and values, finding the best combination to help companies reach their goals.
It is therefore important never to act randomly when designing and creating a trade show booth; relying solely on personal taste may not be enough for success — customer behaviour must be analysed to stimulate attention and interest.
For years, our job has been to create trade show setups with the best immersive experience, analyzing every detail of the booth, from space utilization to lighting, but especially focusing on the strategic use of colours.
