If you've ever painted your home or office, you know well what a daunting task it can be picking the right colors. It's not an easy chore with the countless color possibilities available, and worse, keeping in mind what your customers will think, or even more importantly, feel, when they see your color selection.
Color helps evoke emotional responses and is employed strategically by brands all around the world in their logo, website, marketing materials, product labels, trade show booth design... you get the idea. It's the emotional connection from its customers that brands strive for and is the reason why color is so important to a brand, and equally important in your next trade show booth display design. So before you start talking creative for your next display design, consider the following as to what you want to achieve with your new trade show booth at the show and the tips to ensure your color choices are effective.
Tip #1: Get Attendee's Attention
Exhibitors generally have 4-6 seconds to grab a passing attendee's attention. Your display design's color choices helps to do this, and also sets you apart from your competition. Think bright, vivid colors and eye-catching photos over heavy, bold words.
Tip #2: Your Brand, Loud and Clear
Great! You've peaked their interest with your attention-grabbing hues, but is it possible to keep them in your booth? Don't think that colors will be the only thing to worry over when designing your trade show display. You need to clearly communicate your brand to potential customers. Don't add too much color and a hodgepodge of elements to your design that leads cannot identify quickly who your company is and what your company does or sells.
Tip #3: Combine the Two in Perfect Harmony
Here is where getting your prospect's attention and being true to your brand get together in perfect harmony. Consider sticking with your main colors and adding accent colors. For example, bright colors are often used as accent colors because excessive use of them make the main larger message hard to read.
In addition to using accent colors, consider also using complimentary colors. Complimentary colors are ones that point across from the other on the color wheel. Examples are orange and blue, yellow and purple, red and green. Another point to be aware of is the misunderstanding of leaving majority of your trade show display white. Yes, white offers it a clean, simple look - but honestly you'll achieve more by adding an eye-catching visual graphic and reducing the white space.
If you’re interested in learning more about what your brand colors say about your business – here’s an excellent infographic from Marketo, "True Colors: What your brand colors say about your business".