Expert information
Does The Colour Of My Stand Really Matter?
What do McDonalds, Burger King, KFC, Pizza Hut and for those old enough to remember it, Wimpy have in common?
Answer: the predominant colour of their logo is red.
Coincidence?
No, it is certainly not.
Research shows that the colour red evokes strong emotions, stimulates appetite and also promotes impulse decisions. Hardly surprising that these companies all went with the same brand colour.
However, in the last couple of years, since the supermarkets have put nutrition charts on food packages, with red meaning too much salt or fats, have you noticed how McDonalds have changed their restaurant branding to a dark green? That’s the colour that signifies health and nature; much more desirable attributes for McDonalds to be associated with. Starbucks were already ahead of the curve and have used the same colour for years, moving away from their original brown logo, for the same reasons.
Exhibition stands are a very different industry to fast food chains, but the theory and practise behind these colours remains the same. Without even realising it, the colour of your company logo could be subliminally saying lots about you. Look at the headline emotions that the most popular colours trigger. When you understand the emotions that each colour promotes and look at the companies who choose each colour, it can make very interesting reading:
Red – Promotes strong emotions, encourages appetite, increases passions and intensity. Used by McDonalds, Coca-Cola, Kellogg’s and Heinz.
Green –Synonymous with calm, freshness and health. Promotes nature and new growth. Used by Land Rover, BP, Starbucks and Tropicana.
Blue – Thought to put people at ease, as it is reminiscent of the sky and ocean. Creates a sense of security and trust but curbs appetite. The most popular brand colour, used by the NHS, American Express, Facebook and Ford.
Purple – A sophisticated colour. Associated with royalty, wealth, success and wisdom. Used by Yahoo, Hallmark and T-Mobile.
Yellow – Communicates hope, cheerfulness and optimism. Encourages communication and energy. Used by Shell, Yellow Pages and DHL.
Orange – Reflects a combination of the cheer of yellow and the passion of red. Colour is associated with being full of life, excitement and enthusiasm. Used by Nickelodeon, Harley-Davidson and Fanta.
Whilst changing your company branding and logo in light of any revelations above may not be an option, it is certainly possible to ensure that the prominent colours on your stand are connected to your brand values and the emotions you need to tap into with your perspective clients.
Look at the following exhibition stand images and consider how the general stand colour actually creates the impact that the brands are looking for: