Using exhibition lighting to deliver a better display experience
Whether you are planning a new design for your exhibition stand or you just need to update your old stand, lighting should be an important consideration. It is a flexible sales tool that can not only influence where people look but how long they stay on your stand.
There are some that say proper lighting can increase awareness of your exhibition stand by 30-50%. Strong lighting works like a beacon to draw people in whereas soft lighting can be seen as more ‘relaxing’, a place where you can sit and learn more about the product. The important thing is to know what message you are trying to portray and what feel you want on your stand. It may be that you have different areas that require different lighting so make sure you design the stand to suit your needs.
It’s not only the intensity and brightness of the lights that can have an effect on the atmosphere but colours are just as important to evoke a mood. A strong white or yellow light shouts “look at me” whilst a blue soft light can say “come and talk to us” have a coffee and a chat! In a crowded, competitive exhibition hall you’d be surprised how much impact you can create with good lighting.
You can also use your own lighting to neutralise the effect of natural light shining through a window. The most common time this can be an issue is when you have a display that backs onto a window on a sunny day, causing light to pass through your graphics and compromise their appearance. You can use your own lighting to shine onto the display, and thereby neutralise the effect of the light through the window; provided your lights are stronger, the problem is immediately eliminated.
Don’t solely judge your lighting by looking at your stand from 10m away. It’s good to get in there, walk around your stand and experience it.
Your decisions around lighting should be made with your audience in mind. A young crowd will expect a more daring approach compared to an older, more traditional audience. Our Plinths with Lighting are really effective and with a click of a button, you can change the colour and mood of your display instantly. However, be aware of sensory overload – you don’t want to drive people away after you have worked hard to draw them in!
Types of Lighting
We found some really useful tips from Kaitlin Colston, on her hello endless.com blog, which we’d like to share with you.
Spotlights are brilliant for providing a focus on key messages and drawing attention to products. Use them to create a ‘hero’ element within your stand whilst also creating light and shadow thereby giving visitors a more dynamic and dramatic visual experience.
Use soft lamps and more ambient light sources when you want to create a warm inviting atmosphere, that encourages your visitors to relax and talk.
Use up-lights to create an atmosphere and provide some perimeter lighting to create depth and interest. If you have a colour theme, then consider using the up-lights to emphasise and compliment your theme. Up-lights are an effective way to create that ‘WOW’ factor.
A gobo is a beam of light with a metal stencil over it that creates a pattern. They can project any pattern or design or company logo. Project gobo’s onto walls, ceilings and floors to add visual interest and create a dynamic atmosphere.
Grab attention with a light show where a number of lights constantly move or flash in a repeating sequence. This can be a dramatic way to herald an awards ceremony or speeches – a dramatic way to quieten a crowd and build excitement.
Electrics and Current Draw
Working out your electrical needs can be really hard. You’re expected to know what you want when you book your stand, but things change and you may need to make changes when you enter the exhibition hall. Suddenly everyone’s talking amps and volts and none of it seems to make any sense! At Displays 2 Go, we understand lighting and we understand electrics. Let us help you define a lighting scheme and then work out how much power you need on your stand. Our service-led approach means we can complete the paperwork for you and work with the exhibition organisers to ensure your stand is perfect.
We have a full range of LED lighting so we can reduce your amps consumption and keep the on-site electricians happy. We also stock a wide range of other lighting options including the Circular Tower Pop-Ups to make sure we create the effect you require.