Use of adequate lighting in the exhibition or trade shows stands can be the most flexible and powerful marketing tools nowadays. Make sure you must plan it at the design and planning stages. Exhibition lighting will affect what visitors see at first site when they visit your stand there and for how long will they stay there.
According to the latest research lightening plays a major role to evoke an entirely different feeling depending on intensity and color. A large sum of money spent on this research. For example, a lot of fast food restaurants use red to evoke appetite. Blue is used to evoke trust while turquoise brings calming effect.
Be very careful when using lightening. Strong lightening act as a bonfire to the trade show stand – it usually draws peoples’ attention to one focal point. While on the other hand dim or low lightening looks more peaceful as compare to bright light. Use dim light for the areas where you want visitors to relax for a while. You can distribute brochures or your company magazine while your visitors are in rest areas. However, if you’re promoting or launching an electronic gadget then it must need bright light. Make sure your spotlight must shout “Look at me!” it must excite your visitors.
Lightening is one of the most essential elements as compared to other elements of your trade show or exhibition. It must be comforting, inviting, exciting or dramatic. Lightening can also be used as a navigation tool. Guide visitors around your exhibition stand. You can also use gobo lighting that throws your company’s logo onto flooring or wall to draw the visitor’s attention into your exhibition stand. You can highlight the areas by using spotlights. Back lighting can be used to highlight the products. Use track lights, shelf lights, recessed lights, down lights, up lights, light boxes etc. etc.