TRADE SECRETS BLOG
Using Color In Your Trade Show Branding and Marketing
The color of your trade booth display can say a lot about your brand.
It can be very difficult coming up with a trade show image display or logo that truly shares the message and brand of your company in a subtle, yet effective way. Not only do you want to ensure that your audience gets all of the information that they need in order to decide if they would like to stop by your booth, but you always want to make sure that your message is as simple and easy as possible, as to not unload too much information at once on attendees.
However, there is much more to your trade show display than your company message. The way that you present your information―from the type of display that you use to the font face that your company name is written in―can have a large effect on attendees. Just as people are judged on the type of wardrobe that they wear and how professional they seem, the look of your display only has once chance to give a first impression about your company.
One of the single most important elements of a trade show display is the colors that you choose. Color is one of the greatest forms of nonverbal communication and can help to increase brand identity, improve readership and increase a reader’s participation in advertisements.
Think about it―when you think about the products Coca-Cola or Sprite, there is a good chance that the colors red and green pop into your mind. This is because, even though we may not realize it at the time, color affects our mood, behavior and the way we remember and feel about a product.
The colors you choose to use in your marketing displays can also trigger certain emotions in attendees. In order to ensure that you are choosing the color that best fits your companies brand and image, here is a list of frequently used marketing colors, along with basic sets of emotions that are generally associated with them:
While the color black is commonly associated with death and evil in the United States, in the business world, this color can also be a sign of great power and sophistication. Black also is a great way to create drama in your advertising, although using too much of it may create an ominous feel.
Blue is the most popular color that is often used in business advertising and promotions, and for good reason. This color represents trust, dignity, faithfulness and security―all strong emotions that you want to feel whenever you are thinking of doing business with a company.
Red is a strong, aggressive color that demands attention whenever you see it. However, while the color red often promotes feelings of strong excitement and emotions, it can cause feelings of danger and risk when used too often.
In our culture, we often think of white being a color of purity and angelicness. However, in the business world, it can often imply coldness and sterility (think of doctors lab coats). However, white can also be a cool, refreshing color in advertisements―especially when used in conjunction with heavy, strong colors such as black and red.
The color green promotes a feeling of tranquility and calm. This is often because many people associate green with nature and the outdoors. However, in the last few years, it has become more commonly associated as a sign of environmentalism and being eco-friendly. Green is also very refreshing and easy on the eyes, making it a great color for business.
When putting together your designs and displays for your next trade show event, make sure that you are choosing colors and elements that spark an emotion in attendees. After all, the key to any successful trade show event is getting noticed by potential leads, and colorful booth displays are one of the best, most effective ways to do this.
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