Colour is an incredibly powerful tool, with the ability to impact both our perceptions and our emotions. There’s a reason why fast food chains decorate with a lot of orange and red. These two hues are known to stimulate the appetite, and hungry customers are customers who will buy.

You can divide colours into two categories: exciting and calming. Exciting colours please the eye, while calming colours create a relaxed, comfortable atmosphere.

Exciting Colours: Orange, Yellow, Red, Gold
Calming Colours: Blue, Green

To create a booth that is enticing, one that literally lures attendees in from the aisle, consider combining an exciting colour with a calming colour in your signage, graphics, display elements, and even your booth staff attire.

However, it is imperative that your colour use does not compromise or alter your corporate images. Use colour to support your branding, not conflict with it!

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, working with exhibitors and meeting & event planners to improve their event success through coaching, consulting and training.