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Setting a Mood with Color

A Trade Show Displays Tip:

More good information on Trade Show Displays: The professionals will tell you; the color schemes you select for your booth is critical to good trade show marketing. Color affects our perceptions of a space, so when planning your booth choose your colors carefully. The company's brand, positioning statement and target audience should guide your trade show exhibit's color scheme. If you've hired an exhibit designer, to help you with your trade show displays, he or she can help determine the most appropriate color scheme for your booth.

A great deal of research has been conducted surrounding the psychology of color. A recent study published in the journal Nature analyzed the effect of uniform color on athletes, such as soccer players, boxers, and wrestlers. The study concluded that the athletes wearing red won more than sixty percent of the time. The scientists who conducted the study were convinced that the red uniforms gave the winning team a psychological edge. You might want to consider red clothing for your booth staff to wear with the colors you choose for them to wear in the trade show displays.

Colors are often associated with temperature or with certain emotions. These are culturally derived meanings and they can have a very real effect on people. Colors such as red, orange, and yellow are considered warm colors and can have a stimulating effect. The New York Times recently published an article concerning color schemes for schools, and found that reds, yellows, and oranges were often used in hallways to speed up children in halls and gyms.

Blues and greens are considered cool colors and can have a calming effect, especially when combined with fluorescent lighting. Blues and grays are also associated with ice, snow, or winter. If your company sold skis for example you might want to consider using these colors.

Gray and beige, are more neutral colors, and have associations also. Gray or silver can take on a futuristic, gee-whiz connotation. Beiges and browns can be used to suggest a nostalgic, retro feel in a booth. White can be used to create a more expansive feel in a space, while black creates a more confined feel.

Factor in your company's home base or the location of the show when considering color schemes. If your company is based in the Southwest, browns and tans might work for you. Or, if the trade show you are presenting at is located near the coast, consider adding some blues or greens to your trade show displays. You should consider color selection to be one more item in your arsenal as you compete for the customer's attention at busy trade shows.

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