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The Business of Colour in Exhibition Design

Colour has a recognised and powerful impact on each of us, directly influencing our emotions. It subconsciously reaches every part of our lives, overruling the written word and erasing language barriers.  And this is also the case when considering exhibition design.

Whilst developing your brand, its narrative, and its objectives are important. Research shows us that the subconscious implications of colour can have far greater impact on your customer than anything else. Colour is what allows your audience to see what you want them to see, feel how you want them to feel and do exactly what it is that you want them to do. This is what makes the psychology of colour so important.

With this in mind, as marketers and event organisers, how are we able to use colour in our favour? How can we utilise the power of association to effectively engage with, and positively influence our audience?

In the world of events colour will lead the eye of your visitor.  It will immediately inspire feeling, influencing emotion, and put your content into context.  It helps the audience to decide what is important and what’s not among the crowded event hall.

How do you want your audience to feel?

Green hues will often convey vitality or sustainability while blue indicates trust, dependability and honesty. Purple is often associated to creativity, whilst black evokes feelings of dignity and power. Colour will automatically and subconsciously influence your audience and to make the most of your marketing, you must consider how your own branding will influence opinions of your business. 

Research shows that our personal preferences, experience, and cultural upbringing will ultimately impact how we perceive colour. So what we believe to be traditional associations will not always apply – exhibition design will always remain subjective. What we do know however, is that colour plays a significant role in memory recall, stimulating multiple senses and influencing the lasting impression left upon your audience. Although there are no set rules for which colour(s) you should choose, we recommend that you place significant importance on its consideration and selection process.

To find out how we can make colour work for you contact us…

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