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The Psychology of Color in Trade Show Booth Design

Color psychology in marketing

In the competitive world of trade shows, where every exhibitor vies for attention, understanding the psychology of color can be a game-changer. Color is a powerful communication tool that can influence mood, convey messages and even affect decision-making. Thus, the strategic use of color in trade show booth design is not just an aesthetic choice; it’s a psychological strategy to connect with attendees on a deeper level.

Let’s learn more about why color matters for trade show exhibits, along with the most popular colors and how they can impact consumers. 

The Impact of Color on Perception

Color psychology is the study of how colors affect perceptions and behaviors. In the context of trade shows, the colors in your booth design can significantly impact how attendees feel about your brand. Colors can evoke specific emotions and feelings. For example, blue is often associated with trust and stability, while yellow can evoke feelings of happiness and energy.

When selecting colors for your trade show display, think about your current logos and brand colors and how they might make customers feel. Is your brand serious and trustworthy? Lighthearted and fun? Then think about the goals you want to achieve at the trade show (generating leads, showcasing new products) and which colors will help you reach them. 

Choosing the Right Colors for Your Brand

When picking colors for your trade show booth, it’s essential to consider your brand identity and the message you want to convey. The colors should be consistent with your brand for easy recognition. However, you can also play with shades and accents to highlight certain areas of your booth or to draw attention to new products or offers.

Here are five popular colors and how they can influence the mood of your trade show booth

Blue: Trust and Dependability

Often used by technology and financial companies — PayPal, Facebook, Venmo — blue conveys trust, security and professionalism. A blue-themed trade show booth can help establish a sense of reliability and confidence in your brand.

Red: Energy and Urgency

Red is a powerful color that can stimulate feelings of excitement and passion. It’s particularly effective for drawing attention and creating a sense of urgency. Use red sparingly to highlight key areas or products without overwhelming visitors.

Green: Growth and Sustainability

Green is associated with growth, health and sustainability. It’s an excellent choice for brands emphasizing eco-friendliness or wellness. A green palette can even create a calming and refreshing environment within the bustling trade show atmosphere.

Yellow: Optimism and Clarity

Yellow, the brightest color on the spectrum, is synonymous with optimism and clarity. It can be used to energize your booth and make it stand out. However, it’s best used in combination with other colors to avoid visual fatigue.

Orange: Friendly and Inviting

Orange combines the energy of red and the happiness of yellow, resulting in a friendly and inviting color. It’s ideal for creating a warm, welcoming atmosphere that encourages interaction and engagement.

The Role of Color in Visitor Behavior

The colors you choose for your booth can also influence visitor behavior. For example, certain colors can encourage attendees to stay longer, engage more deeply with your content or even feel more inclined to make a purchase. Understanding the psychological effects of colors can help you design a booth that not only attracts attention but also fosters positive interactions.

Creating a Cohesive Color Scheme

While it’s important to choose colors that align with your brand and desired emotional impact, it’s equally crucial to ensure that your color scheme is cohesive and visually appealing. Consider the color wheel and principles of color harmony to create a balanced and attractive design. Additionally, think about how color contrasts can be used to make important elements stand out.


The psychology of color in trade show booth design is a subtle yet powerful tool that can significantly influence the success of your exhibit. By carefully selecting colors that align with your brand identity and the emotional impact you wish to convey, you can create a memorable and effective trade show presence. 

To discuss your vision for a trade show exhibit, schedule a consultation with IGE Group. We design and build exhibits worldwide, paying close attention to the colors we use in our designs. Many of our exhibits put color to the test — serving as a bold and impactful statement that draws attendees in. Let’s work together and see what we can do for YOUR exhibit!