Lighting on your exhibition stand can be one of your most powerful and flexible marketing tools. It should be something which is thought about at the planning and design stages. Exhibition illumination will influence what people look at first, where they stand and how long they stay.

It has been proven that lighting can evoke a different emotion depending on colour and intensity. A lot of money has been spent on research in this area. For instance, red is known to evoke hunger – think all the fast food logos. Blue; trust – investment funds logos, and turquoise has a  calming effect – new age/alternative therapies. A strong white glare screams to ‘look over here’ whilst a soft blue lighting can say ‘come, sit down and talk to us, we’re relaxed and trustworthy’!

Be aware of what overall ‘feeling’ you want to evoke – but also be aware of what your focal point is. Strong lighting works literally a beacon to your exhibition stand. It will draw people in to one specific focal point.
Everyone knows that low or dim lighting is more ‘peaceful’ than a bright glare. Use it for rest areas, when you want people to stay a while and relax a little. Maybe flick through a few brochures while they are there. Or for a beauty show stand or herbal remedies. But if you are launching or promoting a new electronic gadget you want throw as much bright light around as possible. Use spotlights which scream “Look at me”! You want to excite people not relax them.

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