Why Color Choice Matters
It turns out that the field of color psychology is extremely complex. Also, similar to a lot of areas of scientific study, there are disputes as to its legitimacy. Despite bickering among scientists, there is evidence that supports color has a strong influence on the customer.
The main area where the color will have a profound impact in the context of a trade show is in its ability to grab attention. Thinking about it in comparison to nature, the next time you go out on a walk, if you take time to become cognisant of the things that are grabbing your attention, you’ll notice things like brightly colored flowers will immediately attract your eye as opposed to the dull and drab.
Emotional Effects of Colors
Colors do more than just grab the transient attention spans of patrons that walk past your booth. They can also have subconscious emotional effects that help sell your brand’s authenticity.
For example, if your brand is delivering a bold market transforming product or service using a color scheme such as brown and tan might not send out that message on a subconscious level. Whereas leveraging a color scheme that uses something like red, bright yellow, hot pink, or orange may exude a feeling that your brand embraces risk and is ready to shake things up.
Color Theory is Hard
If you are one of the many people that struggle to pair colors, or if there is something out of place in your designs that you can’t quite put your finger on, you’re not alone. A quick Google search on color theory will yield result upon result of courses designed to teach this concept.
To convolute matters even further, there are general rules that can be applied to most situations, but the difference between a color expert and a novice is knowing when to break those rules to send a specific message—such as building trust in your brand. This is where shifting your focus to a partner with extensive digital marketing experience simplifies the entire process.