Your Trade Show Display Graphics -Color

Color is an important consideration when designing your trade show graphics. Colors have a strong psychological impact and can be used to evoke a desired response in show attendees. The first step in determining your graphic colors would be to find a scheme which complements your company branding. If your logo utilizes warm colors, keep the color scheme warm-if it’s cool keep it cool. According to Webster, warm colors are “a color group that is associated with red that includes red-orange, red-violet, orange, yellow-orange, and usually yellow. Warm colors appear to advance in space and have a general psychological association with warmth.” Cool colors are “a color group associated with blue that includes blue-green, blue-violet, green, yellow-green, and violet. Cool colors appear to recede in space and have a general psychological association with coolness.” If you are unclear about what color scheme complements your logo, be sure to consult your graphic designer for input.
Next, you need to think about the message your graphics are trying to convey. At one time, using black for a funeral home was the most acceptable choice. In recent times, choosing “happier” colors has become appropriate. This is due to a shifting focus toward “life celebrations” rather than the end of life. Perhaps you want to evoke comfort, joy, or enthusiasm. Or, in some circumstances, fear, danger or depression are the emotions you’d like to suggest.
Now that you have considered your company branding, and your message remember to consider your target audience. Colors have different meanings in different cultures. Are you exhibiting in North America, Europe, Africa or Asia? It’s an important consideration because while purple is thought of as a royal color in western cultures it brings about thoughts of arrogance and mourning in others.
Finally take the information you have compiled to your professional trade show graphic design team to design your graphics with your branding with your message for your audience. They have the knowledge of colors, cultures and color meanings to keep your graphic design project on track.