Just returning from the Exhibitor Show 2011 – the show about the exhibit industry, so wouldn’t you think industry people would recognize a key factor on the show floor? Most exhibitors do not understand that convention hall lighting barely reaches the top of their exhibit. If your exhibit is not lit properly, let’s face it, no one will notice it. Lighting will add depth and excitement to your exhibit while capturing attendee attention.

Having just attended two tradeshow industry related shows, Exhibitor Show and GlobalShop, where the exhibitors should be savvy, I was truly amazed at how many exhibits were either improperly lit – or not lit at all. One standout was a 12 foot high, lighted back wall on the perimeter of the show (thus the 12′ height) at the end of an aisle. Everyone was drawn to the exhibit – yet all they did was light and height, while no one around them went over 10 feet or had special lighting. Here are a few lighting tips:

1. Use accent lighting to define the areas of importance in your exhibit with well directed lighting.
2. If you are in a larger booth space consider having the overhead exhibit hall lighting turned off and provide your own lighting effects, rather than competing with the ambient light from above. Yes, they do charge you not to have lights!
3. Use back lighted graphics – those are the ones that really stand out on the show floor.
4. As well as you have thought out every nuance of your exhibit design – be certain that your lighting effects bring out its drama.
5. Small exhibits do not have to suffer a disappearing act – lighting coming from two or three directions can give even a small exhibit a “dimensional quality”.
6. Motion attracts attention and moving lights grab interest quickly and economically.