“Lighting can literally be the difference between attendees finding, entering, and spending time in your stand or completely passing it by virtually unnoticed.” — Strategic Lighting: How to Outshine the Competition, Exhibitor Online
Lighting is one of the most important aspects of any trade show booth. Great lighting acts as a beacon for attendees walking a crowded trade show floor. But it doesn’t just serve as a way to draw people in. Lighting helps define your traffic flow, accent your products and demonstration areas, and establish your booth’s mood so that attendees feel that they didn’t just see your brand, they experienced it.
In an article for Exhibitor Online, lighting experts outlined four key ways brands use lighting to improve your booth’s form and function. Let’s take a look at their advice for creating an awesome booth through lighting.
Attract Attendees with Tactful Lighting
Poor lighting is typical on most trade show floors, offering brands the opportunity to make their booth pop by incorporating simple lights into their booths. Keep in mind, the goal is not to overwhelm attendees with bright lights everywhere you can fit them. Instead, use accent lights, colors, and contrasts between light and dark areas to draw attendees in and captivate their attention.
Pro Tip: Colored LEDs or preprogrammed light shows add an extra punch to your lighting configuration.
Showcase Products and Essential Graphics
Whether it’s a product display, key graphic, or demonstration area, you want to draw attendees to the most important aspects of your booth quickly and easily. Adding simple overhead track lights or puck lights highlights the critical areas of your booth. Just as important, use the absence of light to help hide spaces that you don’t want attendees to notice, like storage areas.
Pro Tip: Tiny LEDs highlight smaller products and graphics when traditional lights won’t fit in the same area.
Dictate Traffic Flow
Most booth designers have an ideal way that attendees will move through their exhibit. Maintaining a good flow of traffic reduces confusion and congestion in your exhibit. Lights along the ground, including illuminated floor tiles, guide attendees through your exhibit or indicate where to stand for product demonstrations.
Pro tip: Rope lights and moving lights along a defined walking path help attendees navigate your booth with ease.
Create an Elevated Experience Through Mood
Whether it’s a food truck on a simulated street corner or a clothing brand that makes you feel like you’re inside a real brick-and-mortar store, establishing an illusion of permanence in your booth does wonders for elevating attendee experiences. Using lighting to make your booth feel like a real place, not a trade show booth, will elevate an attendee's experience and drive deeper, more meaningful connections with your brand.
Pro tip: A mix of ambient, accent, and tone lighting makes your booth feel like a permanent space.
Steelhead’s expert lighting designers are committed to making sure that your next custom-designed booth makes your brand’s message pop. Ready to find out what they can do for your next trade show? Contact us today for your guaranteed quote.
And if you're not yet ready to talk to someone, we've put some of our best exhibit design tips into a free resource for you to download. Check it out here: The Ultimate Guide To Designing A Trade Show Booth.