There are some that say proper lighting can increase awareness of your stand by 30-50%. Remember that the shell-scheme lighting that comes with your stand package is usually pretty basic and intended as a starting point; it’s unlikely to differentiate your stand from the others. Many exhibitors overlook the importance of lighting but imagine going to a theatre only lit by fluorescent lights, or to a rock concert with only a couple of downlights. Lighting makes a huge difference.
Well, thought out lighting can be a very effective way to help increase traffic to your stand and ensure your message is clearly expressed. Use it to highlight key messages and displays, but also use it to add atmosphere. In a crowded, competitive exhibition hall you’d be surprised how much impact you can create with good lighting.
Don’t judge your lighting by looking at your stand from 10m away. It’s better to get in there, walk around your stand and actually experience it.
Tricks of the Trade
Using angled lightboxes at the entrance to your stand can attract people into your stand. Using coloured lights can often create a certain aura or tone that separates you from the other exhibitors, whilst also re-enforcing some of your brand messages. Consider a chilled, ice product that uses lights with a blue hue to convey their story.
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. But beware 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 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 Brandstand, 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 to make sure we create the effect you want.