Color as a design tool.

Colors are a very important, yet very subjective, tool in the design industry. They can be very effective and yet very under-rated, as a component of design. Due to cultural considerations, or prior association of a color with a particular emotion, they can evoke entirely different reactions in different people. Red, for example, could evoke a feeling of euphoria and happiness in some people and a feeling of lurking danger in some others. The context, in which the color is visible, also decides the reaction that it will elucidate in a particular person.

Image courtesy: http://www.internimagazine.com/last_news/news_agenda/may-design-series-il-design-incontra-il-business/attachment/exhibition-design-from-ab-rogers-may-design-series-2013-london-uk-2/

Where exhibition design is concerned, one has to realize that it has a very peculiar problem, so far as creating brand equity is concerned. Unlike a normal composite market place, where one comes across many shops selling many different wares; in an exhibition, there are rows and rows of stalls selling pretty much the same set of goods or services. Furthermore, since the exhibition usually has a fixed display period of, maybe a few days, again unlike a normal marketplace, the visitors have to hurry through it all. Now, imagine yourself in an exhibition as a visitor, where you have to go through aisle upon aisle of various vast halls, all having stalls on both sides, offering the same things, and having to decide which booth to go into, and which to give a miss. Add to all the confusion, the fact that all you have is maybe three or four days to do it all!!

This is where, like other components of design, and probably more prominently, color comes into play. The overall color scheme is a major contributor to the character, ambiance, and feel of the booth. It can convey the corporate message of the exhibitor, or put forth the status of the company, or establish its brand equity in a very powerful, yet subtle way. Unfortunately, most exhibitors seem to be color blind, and stick to the corporate color palette for inspiration, rather than explore the entire color wheel. The designers too, prefer to pick the safer, more neutral color combinations, rather than experiment with newer shades or colors. But, wherever they are allowed to, and wherever they do, the results are absolutely stunning to say the least.

What do you think? Fell free to let us know!!

Do get in touch with us, to discuss the possibilities that are associated with your participation in your next fair or trade show. We look forward to hearing from you