Regardless of whether you are designing a trade show booth, or planning a product launch, when used properly, colour has a lot of power in the event marketing world. Here’s what colour can do:
- Colour talks. It’s a loud voice that calls consumers over to your booth. When you are one of countless booths at a trade show, any attention that draws potential customers your way, or sets you apart, is a good thing
- Colour creates a mood. Given that feelings and emotions are associated with colour, depending on the mood you want to create, colour can help set both the theme and tone. For example,
- Blue =’s peace, trust, dependable, calm, intelligence
- Red =’s passion, power, love, excitement, strength, anger, intensity
- Yellow =’s hopefulness, cheer, optimism, energy, positivity
- Orange =’s fun, warmth, confidence, more flamboyant, friendliness
- Green =’s nature, health, renewal, growth, healing, harmony
- Purple =’s royalty, luxury, creativity, spirituality, wealth
- White =’s purity, innocence, empowerment, goodness, cleanliness
- Black =’s authority, power, mystery, drama, sophistication
- Colour supports messaging. Of course, every event manager wants their event to look good…they also want it to be memorable. The use of colour can help maximize impact by leaving a lasting impression
When you are designing a trade show booth or developing an experiential campaign there are some other important things to consider when developing a colour scheme…they are what I like to call the three C’s of colour:
- Corporate Colour. What’s the colour(s) of the company logo? Try to match the colour scheme with the logo as it aligns the booth/event with the brand. I would like to add that your event /booth does not have to be corporate colours from top to bottom but the colour(s) should be incorporated
- Consistency. Colour should be consistent and appropriate to the brand and your client’s product. For example, if your client is a vehicle manufacturer—you’re probably not going to construct a bright yellow or electric pink exhibit for them at a trade show. Yellow or pink in this instance, does not compliment or even fit with the brand but it might be suitable for a different client
- Competition. Avoid any colours that are associated with your client’s competition. You want to set your client apart from their competition not tie them together
Colour matters. So be true to your client’s corporate colour(s) but remember colour is also something you can have a little fun with—if you want your event to sizzle (and it fits with the brand messaging)…add a little fiery red or flamboyant orange. If it’s drama you want…why not incorporate a little black?! Colour is only one of the many elements that go into producing an innovative and interactive experiential marketing experience. I haven’t even touched upon lighting, music, technology, signage…that’s another post.
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