• +27 (0)10 300 7907
  • info@exsa.co.za

    Latest News

    The use of Colour in Roadshows, Activations and Exhibition stands

    Sight, the faculty or power of seeing, plays a rather significant role in an audiences’ reaction to practically anything. Colour is a meaningful constant for sighted people and it is regarded as an influential psychological tool. By using colour psychology, organisations can send a positive or negative message, encourage sales, or even draw considerable traffic towards their exhibition stands.

    Attracting the attention and interest of a company’s targeted audience is one of the prime goals when an organisation decides to launch a campaign through the use of roadshows and brand activations, or through participation in exhibitions. Considered as the most complex of the 5 human senses, sight is the main contributor to the creation of perception, and can determine the level of impact an organisation generates. Inclusive of the exhibition design, colour also communicates the preliminary message directed to an audience, and it is important that organisations understand and communicate this to their roadshow, activations, or exhibition stand designers.

    According to Precision Intermedia, the following colours can be successfully implemented in exhibition designs to introduce or reinforce brand communication:

    1. Black
    Black is the colour of authority and power, stability and strength, and it is also the colour associated with intelligence. Organisations that wish to create a notably strong presence can collaborate this colour into their exhibition design, respective of their corporate identity.

    2. White
    For most of the world this is the colour associated with purity, cleanliness and neutrality. Focusing bright lights on a white background reflects a “gleam” that appears inviting, modern and attractive to the human eye. Organisations that wish to create focal points on their exhibition stand or roadshow stage can use this colour to their advantage. It is a compression of all the colours in the colour spectrum.

    3. Grey
    Grey is most associated with the practical and the timeless. Too much grey leads to feeling mostly nothing; but a bit of grey will add that rock solid feeling to your design or product. The collaboration of grey with silver or black is often associated with strong character and is often used in the corporate world to communicate professionalism and control. In an exhibition design, the colour grey can be solidly used on the floors or walls, somewhere notable, but not overwhelming.


    4. Red
    If you wish to draw attention, use the colour Red. It is often where the eye looks first, and it is perceived as the colour of energy. Associated with movement and excitement, it is recommended that it not be overused in most exhibition designs, or at least not as the chief colour. One red accent in an otherwise neutral room successfully draws the eye.

    5. Blue
    According to research, when most people are asked what their favourite colour is, majority say it’s Blue. Seeing the colour blue actually causes the body to produce chemicals that are calming, but too much blue can send a cold and uncaring message. Associated with steadfastness, dependability, wisdom and loyalty, this colour can be used in meeting rooms and\or networking areas on an exhibition stand.

    6. Green
    The colour green is associated with growth, nature, money, fertility, good luck generosity, harmony and well-paced energy. This colour can be implemented through the use of plants on your exhibition design, more especially in the welcoming area. On a road show stage, the colour green can be used in areas that will receive most traffic and most visual attention.

    7. Yellow
    Yellow is considered the colour for cheerfulness, associated with laughter, happiness and good times. If an organisation is aiming to create an experience that will linger in people’s minds, the colour yellow is a good choice. Known as the colour that inspires creativity, a person surrounded by yellow feels optimistic because the brain actually releases more serotonin. But it should be used sparingly, just enough to be noticed and taken in

    8. Orange
    This is the colour tied most with fun times, happy and energetic days, warmth and organic products. It is also associated with ambition. If you’re launching a roadshow or activation during the chillier seasons of the year, a careful collaboration with orange would appeal to your audience, and make them feel warmer in your space. Exhibition stand designers can also take advantage of this colour when creating outdoor exhibition designs.

    9. Purple
    The colour purple is known as the colour of royalty, and is mostly associated with wealth, prosperity, class, and rich sophistication. It stimulates the brain activity used in problem solving, and when used carefully, it lends an air of mystery, wisdom, and respect. If this is the message your organisation intends to communicate at your next tradeshow, road show or activation, use this colour in items that reflect the message. For example in centre pieces, décor, draping, or in lush carpeted flooring.

    When appointing an exhibitions, roadshow or activation designer, ensure that they understand the dynamics of colour and the messages they communicate. Our designers and project managers here at SSQ Exhibitions have mastered this understanding.

    Information retrieved from the following source:
    - Precision Intermedia, “Business, Sales and the World Wide Web Are In Color”



    And Start Contributing to the Events and Design Industry

    Website Feedback

    Overall, how well does our new website meet your need?

    EXSA Focuses on Barmotion

    22 October 2021

    If fortune favours the brave, she will love Barmotion's decision to venture into overseas markets during a global pandemic.

    EXSA Focuses on Irene Costa

    28 September 2021

    Irene Costa, editor of Business Events Africa has been in the business events sector for over 16 years and is passionate about its people. “I’ve grown in this industry and...

    EXSA Focuses on Adele Hartdege...

    31 August 2021

    Our industry currently faces a mammoth challenge and has been doing so for the last year and a half, whilst we keep hoping for good news and some indication of...

    Scan Display focuses on shopfi...

    17 August 2021

    Since the start of the Covid-19 pandemic in South Africa in March 2020, and the subsequent banning of exhibitions and events, Scan Display has shifted its focus to shopfitting, retail...

    African Energy Chamber Condemn...

    08 June 2021

    The African Energy Chamber is aghast at Africa Oil Week’s decision to relocate the conference venue for its flagship event from Cape Town, South Africa to the United Arab Emirates.

    Exsa Newsletter

    About EXSA

    EXSA enables connections through the networking and communication of our Forums and via our website (www.exsa.co.za).

    Besides providing EXSA’s directory of members, an exhibitions calendar and news feed, the EXSA website also offers a wealth of knowledge and industry guidelines available to its members.


    exsa and


    Co Reg. No – 1988/001660/08

    Telephone: +27 011 620 3089

    E-mail: info@exsa.co.za

    © 2018 EXSA | Exhibitions and Events Association of Southern Africa . All Rights Reserved. Designed By Cartmell