Colour psychology refers to the way in which our brains react to and associate with colours as we perceive them. In marketing terms, colour can be a hugely influential tool in branding and presenting an organisation in an intended way to garner a desired perception. At trade shows and exhibitions, such an advantage can really make your business stand out – but you must be intentional with how you approach such visuals in order for them to make sense. Read on for our guide on best to utilise a colour palette for your brand.
Consistency = key
Many household names are recognisable by their brands colour palette. Tiffany’s is robin-egg green-blue, Cadbury’s a rich purple and McDonalds a bold red and yellow. Established businesses will already have set branding in place and this usually includes a set palette as well as black and white provision and a ‘third’ option. In order to remain easily recognisable by consumers, it’s always recommended that you stick to such brand guidelines; and indeed it’s unlikely that you’ll receive management sign-off for anything drastically departing it. Consider, instead, working with what you have and managing it to best benefit your stand presence.
Cultural considerations
Where you’re exhibiting and who to should also be a key consideration. While generalised emotional responses to colour can be predicted, you should also be aware of context and culture.
For example, while Western societies may see red as the colour of fire, passion and strength, in the Middle East it can often be perceived to signify danger. The pink we think of as feminine is the West contrasts with blue across Asia, and while purple is considered somewhat royal and prestigious in Europe, it can represent sorrow and mourning in Central and South American communities.
Red, Orange, Yellow
Red is considered to be the boldest and most emotionally charged colour, and has been shown to speed up and intensify reactions. Red should be used carefully and selectively but holds great success as the basis of some of the world’s biggest brands – including Coca-Cold, Netflix, CNN and Nintendo.
Consider using red to grab attention.
Orange is stimulatory like red, but exudes more warmth and enthusiasm. Considered a fun and energetic colour, some studies have shown that orange is associated with value. Orange branding includes the likes of Penguin, Nickelodeon, Soundcloud and Rockstar.
Orange can be used to point toward great deals.
Yellow is the most difficult colour to process visually, but used strategically can help lift self-esteem and evoke attention, optimism and creativity. Yellow’s long wavelength means that it’s actually the most visible of all; hence why it’s so often used on warning signs. Brands embracing yellow include CATERPILLAR, Post-It, National Geographic and McDonalds.
Yellow around desk or meeting space can encourage productivity.
Green, Blue, Purple
Green is the most restful on human eyes as it requires no adjustment as it hits the retina – hence the phrase ‘green rooms’ to calm the nerves! Green is considered to be natural, calming and pleasing. Successful green branding includes Land Rover, Starbucks, M&S and Spotify.
Having a seating area on your stand? Colour it green to calm down your visitors.
Blue is the most common cited ‘favourite colour’ and is considered comforting as most see it daily in the sky and water. Its certainly considered a favourite amongst brands, and with the perception of being conservative, secure and trustworthy, is popular amongst the financial and healthcare industries. Blue brands include the NHS, IBM, Paypal and Best Western.
Use blue throughout your branding to demonstrate security.
Purple may be blueish, and seen as cool, or reddish, and seen as warm. In Western societies, it is considered the hue of royalty, bravery and wealth – primarily believed to be because it’s so rare in natural so is thought of as special. Cadbury, Yahoo, Twitch and Hallmark all benefit from a purple brand presence.
Want to reiterate prestige? Include some purple on your stand presence.
Pink, Brown
Pink may be magenta or baby, with both evoking different feelings. Soft and pastel pinks are considered cutesy and feminine, and magenta a bolder option with the association of compassion, kindness and innovation. Barbie, T-Mobile, Lyft, and Kraken all embrace pink.
Pink can demonstrate fresh innovation and works perfectly for start-ups.
Sturdy, earthy brown is another shade abundant in nature and so is considered to be reliable and dependable. The practical and utilitarian hue is used by UPS, M&Ms, UGG and Nespresso.
Including a coffee bar on your stand? Make visitors thirsty for it with bold brown.
Black, Grey, White
The total absorption of all colour is black. A symbol of power and entirety, black absorbs energy and attention with no nuance. Black is seen to stand for seriousness and sophistication. Black branding is used by the likes of Adidas, BBC, SONY and Prada.
Want to show how serious your brand is? Use black.
The middle ground of grey evokes the power of black but on the crisp slate of its opposite, making it out to be the authority in a given space. Such a concept is used by Forbes, Apple, Wikipedia and Nestle.
Demonstrate your authority above competitors with understated grey.
Finally, white. As a lasting symbol of perceived purity, white implies sterility, innocence and minimalism. As the simplest of all colours it stands out as classic and un-showy. Those using white logos and branding heavily include Uber, Chanel, Puma and Nike.
White can be used across stands to implement a minimalist feel.
Your Colour Palette
Unsure how best to utilise your brand’s colour palette to work and draw attention to a physical stand at an exhibition? DCE Agency have an in-house design studio that can draw upon your branding to create something stand-out yet immediately recognisable as your business. Contact John (john@dceagency.com) on +447595 895836 and let us get to work to craft your most colourful stand yet!
