Page 27 - EXHIBITION BOOK - BOOK 1 Before!_Neat

CHAPTER 9 USING THE BEST COLOURS FOR DRAMATIC EFFECT!

Interestingly colours make a difference in your marketing or on your stand at an exhibition…this may seem
like a small detail but if you are designing a brochure or your stand for a show…this should help. Small
details can make a big difference as perception is key…When your designing your promotional
material/stand have a think about what kind of message you are looking to send out.

The list below about colours is based on research across different industries and should give you an edge
on the real message you are trying to portry and the colours to use…

• Blue - Inspires trust and security
• Red - Encourages urgency and impulse buying
• Yellow - Promotes clarity and ease of use of product
• Orange - Used as a strong call to action to do something
• Green - Promotes healthy products
• Purple - Represents creativity and quality

A lot of companies exhibiting don’t give a lot of thought to colour as it can seem a bit deep and not
relevant but it’s important you look at exhibiting from the visitor’s perspective and not just your own. As a
visitor walks down an aisle at an exhibition, you have 4 yes FOUR seconds to make an impression and the
colours you use in your stand can have a dramatic effect on how you are perceived and getting that visitor
to stop at your stand. Have a think about this…when you are in a shop and all the furniture and
surroundings are grey or black…how does it make you feel? I’m not suggesting these colours are bad or
don’t work but you need to think about what colours say about your brand and Company and how
engaging they are to make a visitor want to stop. What do your colours say about you and more
importantly what do you want them to say?

At this point you may be thinking this is all gobbledygook, but perception and the mind is what drives
purchases, and this is true in all walks of life and not just Exhibitions. In terms of Exhibitions, simpler is
better and have a look at the list above and decide how you want to come across and what you want to
portray. The clever ones of us may think let’s use all those colours but you don’t want to confuse your
message either…spend some time thinking of exactly what you are trying to achieve from exhibiting and
use your colours accordingly. This is not rocket science, but it is science and can have a dramatic effect on
how you are perceived and how you will engage with visitors at your show.

I am sure many of you have seen the picture below and what it really illustrates is that people see things in
different ways and have a different perspective. If you haven’t seen this before…what do you see?