Color theory is one of the basic design principles that anyone who is designing trade show booths must be familiar with. Choosing the right shades for displays, company logos, booth backgrounds, and other materials is crucial to send out the right professional message and gain the attention of attendees. One must be aware of combinations that do and do not work, and must also be knowledgeable about symbolism. Utilizing these techniques will enable companies to have effective trade show displays and greater success at trade events.
Basic Color Theory
Exhibitors and designers at trade show booths should already know the basics of this theory. There are primary colors (red, yellow, and blue), and you can mix these to get secondary ones (orange, green, and purple). Mixing these six basic hues results in tertiary shades, like blue-green. There are a few types of schemes that involve two or more colors paired together. Complimentary schemes are those made up of colors on the opposite sides of the wheel, like orange and blue. Analogous schemes involve colors next to each other on the wheel, like blue and green. Both of these schemes are often used in marketing, design, and trade show displays because of how well they look and work together.
Colors can symbolize different things and inspire varying feelings. This is important for designers of trade show booths to consider and remember. For example, red is an attention getter - think of stop signs and red lights. Red evokes a range of emotions, from passion and energy to danger and excitement. Companies looking to make a bold statement should consider red, or maybe yellow. Yellow is also an attention grabber. Though it is a sunny, cheerful color that often represents happiness and idealism, it also can be very intense, depending on its saturation. When used together, red and yellow can stimulate the appetite. For this reason, several fast food chains utilize these colors in their logos.
Blue and green, on the other hand, are cooler, more soothing hues. Trade show displays for beverage companies, spas, swimming pools, and anything to do with water or sky should use blue in their design. Blue brings to mind tranquility and peacefulness and is a more conservative color than red or yellow. Green is also considered to be calming. The color of nature, green represents the environment, renewal, and fertility. Companies that are 'going green' obviously want to use green in their designs.
Marketing And Brand Identity
Research has shown that nine out of ten people place the most importance on visual factors when purchasing a product. Color is a big component of their purchasing decision. People make subconscious judgments about companies and products that use certain colors in marketing their trade show booths. Color also increases brand recognition and memory. Attendees are likely to remember the colors associated with your trade show displays, especially if the color combination is jarring or unsettling.
Keep in mind the basics of color theory, symbolism, and its use in marketing to have well-designed trade exhibits.