Trade Show Lighting; Use It Properly or You Will Not Be Seen

Companies spend billions of dollars each year participating in trade shows and exhibitions. Careful attention is placed on the choice of shows in which to participate, the location of the exhibit booth in the show hall, the size and design of the display, the exact colors used in a display, the type and content of graphics to be used, the type and color of carpeting used, what give-a-way item may be used to have a company remembered, who the best personnel is to represent a company and the selection of products to be displayed. All too often, illumination of the exhibit space is the last item considered, if it is considered at all!

The placement, type and quality of lights selected for use in connection with an exhibit are key elements in attracting an attendee to visit an exhibit space. Prove it to yourself. Go into an exhibit hall during a show and observe the difference between a display with illumination and one without any lights. Next, compare a display that has planned lighting to accent a particular area or generally illuminate an area to one that has just put lights in its space. The display with planned lighting will always be more pleasing and inviting and will usually have more traffic (many other factors obviously contribute to booth traffic as well).

The use of lighting to assist in the sale of product is not a new concept. Store or retail lighting has been a major part of store planning for decades. Adisplay is simply a portable store. An exhibitor must effectively use lighting to maximize its exposure within the busy space of an exhibit hall.

While there are many factors that contribute to the selection of lighting fixtures to be used in a display, the primary focus should be on: (1) the fixture’s versatility; (2) the color output of the light generated from the type of lamp used in the fixture; (3) the style of the light fixture; and (4) the use of color to attract attention.

Versatility.
The first thing to remember is that no matter how much advanced planning you do, the one thing you can not anticipate is the impact the facility’s ambient lighting will have on your exhibit scheme. An exhibitor’s space may be directly below powerful, overhead, color altering lights, or located in a dark corner of an exhibit hall. Either location will significantly impact the appearance of a display. As a result, versatility is essential.

Versatility can be achieved by being able to adjust a fixture through a swivel mechanism, moving the fixture arm within the clamping mechanism or by adjusting the fixture by bending an arm (if it is a flexible arm). Versatility can also be achieved by having extra fixtures shipped with a display to enable on-site lighting adjustment to be handled with ease.

Color Output of Light.
An exhibitor invests substantial amounts of time and money in preparing a display and its related graphics. Isn’t it important to make sure that the attendees see the colors and textures selected for the display as they were intended?

Style and design considerations are captured in the fixture(s) selected for use. Color output is delivered by the type and quality of lamp used. The following is a general summary of color output of lamps traditionally used in display lighting.

Incandescent lighting is a commonly used light source, but the color output of this type of lamp tends to be yellow. An exception here is halogen, which is a type of incandescent lighting. Quality halogen lamps provide good, reliable white color output, enabling the true colors of displays, graphics and products to be seen. Incandescent and halogen incandescent lamps are commonly used in a wide variety of arm lights.

Fluorescent lamp outputs cover a wide spectrum of colors. Cool white is the most common finish of fluorescent lamps. The output of cool white lamps is a blue/green color. Warm white lamps emit a pink color. Color corrective fluorescent lamps are available (albeit at a price) in some types, but the newer compact fluorescent style lamps are offered in limited color choices. Fluorescent lamps are often used to back light graphics as they have low heat output. These fixtures are inexpensive and are available in a wide variety of sizes and styles.

Xenonlamps are lower wattage lamps and usually available in low voltage styles only. These lamps provide a whiter light output than halogen and throw less heat than halogen. Atypical application for this style of lamp is in a smaller recessed or surface mounted light fixture.