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How to use Color for Effective Trade Show Marketing?

“The Wonderful World of COLOR!” If you are a baby boomer, you probably recognize the title as Disney’s slogan as their Sunday night programing burst onto the TV screen years ago. It was an extremely effective marketing campaign; Americans can recall it after 50 years.

When we mention display “graphics” we might first think images. We are going to talk more about effective imagery next week, but let’s think about the colors we choose in and around those images. Your color choice can attract attention, both consciously and subconsciously, and influence your prospect’s mood, emotions, and perceptions. Here are some basic colors and their potential uses in your trade show marketing.

• Red represents warmth, energy, confidence, and sometimes danger or violence.

• Bright and pure yellow is a happy color. Like red, it is a highly noticeable color, so it sometimes signals warning or caution.

• Orange combines the warmth of red with the cheerfulness of yellow. It associates with energy, youthfulness, creativity, and optimism.

• Green is a nature-inspired color, which is for health and freshness. When used in a dark shade, green symbolizes wealth and money.

• Blue often communicates trustworthiness, stability, as well as sadness. Dark blue is perceived to have conservative and professional qualities.

• Purple symbolizes luxury or opulence when used in dark shade. The lighter shades often represent feminine quality.

• Black is often used to communicate luxury, sophistication, as well as death or mystery.

• White means simplicity or innocence, which is why it is used a lot in minimalist designs.

Design an effective marketing graphic requires far more knowledge to than the understanding of individual colors. Unfortunately, we can only touch on some basics in this blog. It is important to pay attention to the choice of your colors. You can set the right mood for your display by picking the right colors and combinations. Then you need to watch out on how the colors interact with one another, and the contrast between them, especially when texts are involved. Some combinations are not as good as others. For example, the combination of red and green for background and lettering should be avoided. It is the most common form of color blindness and the least effective combination to trigger a recall.

For your entertainment, I have included a picture of a retractable banner. Notice the colors do not overwhelm or get too busy even though there is an explosion of them. The banner cannot be ignored. Another point worth noting is the absence of color that brings your attention to the center of the screen where the marketing message is. We chose happy colors that almost look like they would taste sweet!

Effective use of colors, graphics, text and lighting come together to grab attention, make points and pose questions launching a sales discussion or desired action. DoTradeshow Displays is ready to take your great ideas and turn them into effective, memorable displays. Stop by and see us at our Burnsville Minnesota location or contact us online.

DoTradeshow Displays

2401 Highway 13 W.

Burnsville, MN 55337


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