Proper Exhibit Lighting

Trade show lighting should be an important facet of any exhibiting strategy, but it is often overlooked by inexperienced exhibitors. If you have ever been to a trade show, you understand the impact that a well designed lighting system can have on a trade show display. Given the relatively low cost of display lights compared with other costs associated with exhibiting, there is no excuse to have a poorly lit trade show exhibit at your next event.

To get clear on your exhibit lighting needs, you should carefully consider the following questions:

• What kind of atmosphere do I want to create within my exhibit? If you’re looking to create a warm and inviting atmosphere, soft ambient lighting that is evenly distributed will provide this type of environment. If you’re looking to create a fast-paced and high-energy environment, bright spotlights and colored lighting can provide interesting effects.

• What areas of my exhibit space are most important for me to highlight? If you want to place emphasis on a particular product, spotlighting that product from above is a great way to create visual interest. If you want to place emphasis on a large back wall graphic, then floodlights or “wall-washers” are probably in order.

• What types of lighting and electrical restrictions are in place at my trade show? Many exhibit halls prohibit the use of certain types of lighting. The Las Vegas Convention Center is notoriously strict when it comes to exhibit lighting, which is a fact that many exhibitors only discover after setting up their exhibit on the show floor. Also, if you plan to use your trade show lighting system in Europe or Asia, you will need to purchase a special transformer or a conversion system to make your lighting work.

• How will your lighting fixtures attach to your trade show exhibit? Depending on the type of lights you purchase, you will need to make sure that you have all the necessary clamps and connector pieces to make your lighting system work with your display unit.

According to studies done by the Center for Exhibition Industry Research (CEIR), trade show lighting is one of the most effective ways of increasing traffic to your trade show exhibit. Even a poorly designed exhibit can make a big impact when paired with high-impact trade show lights, and a well designed display can be uninviting without proper booth lighting. A carefully designed exhibit lighting system can create a dramatic atmosphere within your trade show booth, lending credibility to your trade show marketing efforts and bolstering your company’s branding images.

Many companies offer green exhibit lighting. These fixtures use special LED bulbs that are UL approved, which reduces the energy needed to achieve the exact same effect. Since electrical power is often very limited at a trade show, purchasing energy efficient bulbs can be a great way to save energy for other applications. LED lights also burn cool, which means you will not have to wait for your lights to cool down after your event is over before putting them away in your trade show case.