Category: Exhibition Stands
Success within exhibition marketing can depend largely on the design of your stand, but one important aspect of this, which is sometimes overlooked, is lighting. In fact, research suggests lighting can improve awareness of your stand by as much as 50 percent. Here, we present eight home lighting ideas which can be applied to your exhibition stand and enhance its impact.
1. Use Lighting to Fit the Mood
In your house, the lighting choices you make are based on mood. For instance, you wouldn't have intense, coloured lights in your living room, because it is where you relax. The same applies to your exhibition stand.
If you are trying to portray a sense of fun, you want lighting to reflect this. However, if you are aiming for professionalism, strobe lighting is a complete no-no, regardless of its ability to attract attention.
2. Embrace All Three Dimensions
The average house has lights on tables and other surfaces, not simply the ceiling, and this is something you should look to replicate with your stand. Embrace all three dimensions and put lights in or on different surfaces.
"Lighting can be recessed in the ceiling, mounted on or in walls, recessed in the floor or in walls at low level and inserted into joinery," explains Lucy Martin, Design Director at John Cullen Lighting, in an interview feature for Freshome. "Think about how lighting might be used in the floor, wall and ceiling when planning."
3. Consider the Role of Natural Light
It is also important to take into account the way natural light will impact upon your exhibition. This will depend on a number of factors, including the venue and the time of day.
Naturally, lighting takes on an even greater significance when the event occurs later in the day, or at night.
4. Light to Create Focal Points
In much the same way that you can use lighting to create focal points in a living room, kitchen or bedroom, you can use lighting to direct attention towards a certain part of your exhibition stand.
If you are showcasing products, they need to be highlighted with the right type of light system in order to enhance features and allow passers by to read any small print. Screens might be needed if products are small, which will allow people to see all the details, even if they are standing a few meters from the stand.
5. Make Use of Coloured Lights
It is also sensible to make use of different coloured lights. The precise colours you use will likely depend on a range of factors, including the ideas you are trying to present and your established brand colours.
"Coloured lighting can also have a significant effect on the mood of conference attendees," says Marta Gorka, writing for Skyline Whitespace. Plunging the room in blue, red or yellow light will promote completely different feelings and impressions from the people present and can help enhance the stories and points of presenters.
6. Prioritise Energy Efficiency
At home, it pays to prioritise energy efficient light sources, because it is cheaper. While this is true of exhibition services too, there is also an additional benefit besides the reduced costs associated.
Increasingly, customers want to do business with companies that have solid green credentials. If you opt for energy efficient lighting, you can publicise that fact for PR purposes.
7. Hide the Inner Workings
Ideally, you want to obscure as much of the workings of your lighting set up as possible. If you own a lamp at home, you are likely to position it so that the wire is as hidden as possible, and the same principle applies here.
Keep wires out of sight, and make sure the light is what people notice, rather than your lighting equipment.
8. Seek Help From a Designer
Finally, wherever possible, you should seek help from a professional designer, who truly understands how to make the most from different lighting set ups and who is familiar with the most up-to-date lighting technology.
"So much has changed in lighting over the last two years, it is a minefield to understand," Lucy Martin says in her Freshome interview. "If at all affordable get help. It will reap dividends in the future."
Posted 2nd January, 2018< Back to articles