Research has shown that colour is the deciding factor for 85% of purchasing decisions made, which means colour is a powerful tool in the marketing armoury. Interior designers have used colour to define the atmosphere from cool and relaxing, using pale scours with soft lighting to create an oasis of calm, through to bright and vibrant colours to create a more dynamic and action based environment.
The atmosphere created on the stand needs to chime with your brand values and colour is key to this. Bearing in mind that research indicates that colour affects 80% of any subconscious decision made and that decision takes a mere 90 seconds to be made, incongruity will have a negative effect.
Because our subconscious is such a powerful part of our decision making process, it makes it one of the most important decisions to be made when designing a stand, it also means that corporate or brand identity must be consistent. Differences in corporate colours and mismatches will jar in the visitor's subconscious, and may make them feel uncomfortable for reasons they may not be able to articulate. In the frenetic world of a busy exhibition, the fewer hurdles that are placed in front of visitors when stand personnel are wanting to engage with them, the better.
There is science behind the use of colour in events, it has been recognised in branding and retail for a long time, perhaps so much so that it has become intuitive. Planning colour into the process at the beginning, making sure that it is consistently applied and works with the corporate or product brand could provide you with the competitive edge at a show.
The JMT website allows you to browse products by colour.