At any expo or trade fair, your booth or stand is contending with numerous competitors from the same industry, located within metres of each other in the same venue. As consumers walk past each stand, it can pay dividends to have a custom booth design that grabs their attention and stays in their mind – the best, immersive brands are memorable, after all. 

So, what is it that makes a trade show booth design eye-catching and noteworthy enough to make an impact in a consumer's mind? Let's delve into consumer psychology research and colour theory to find the answers!

Colour reigns supreme 

A study by the University of Winnipeg in Canada revealed that it only takes 90 seconds for a consumer to make up their mind about a new product after their initial interaction with it, and that between 62 to 90 percent of their decision is based entirely on the colour scheme of the product.

This gem of a study showcases the importance of your booth's colour palette. Warm hues such as red, yellow or orange are naturally attention-grabbing and draw the eye inward, making them ideal selections for your trade show booth.

With thousands of people attending trade fairs, colour can help your booth be memorable.

Moreover, various colour theory studies have shown that warm shades have an influence on our brain. For example, a study by the University of Rochester demonstrated that seeing red sends a bolt of chemical energy through our neurons and improves our reaction time and reflexes – can you imagine how great a red booth would be at an automotive trade fair or health and fitness expo?

On the other hand, research by the University of British Columbia showed that blue boosts our creativity levels, so this cool colour would work a treat at interactive, artistic trade fairs. 

You can use such colour theory to your advantage when finalising the colours for the trade show booth, but remember that you already have a custom colour palette to work with that will enhance brand awareness and activation: your business logo colours. 

Layout can influence purchasing behaviour 

While colour is the clear winner in making a solid first impression, your signage and booth layout can persuade purchases or newsletters signups. Academics at the Massachusetts Institute of Technology found that customers are most susceptible to information displayed at an entranceway because they haven't finalised their shopping goals yet and take leads from the promotions or deals exhibited at a booth's opening.

This is your prime space for memorability, so deck the booth's main entrance with the key information you'd like to get across about your brand at this event. 

The entranceway is a prime location for sharing key information.