Lighting is such a valuable tool which, harnessed correctly, can help set the mood in your space and emphasize your product and brand attributes. Get it wrong – let’s face it no one it enjoys being blinded or left in the dark – and guests will vote with their feet. So it’s worth spending a little time considering your stand objectives and how you can use colour temperatures to help achieve them.
What are colour temperatures? These are the colours of white light that are emitted by your exhibit’s LED fixtures (or any white light source). In general, they are categorized as warm, natural (or neutral), day white, and cool white.
First think about your fixtures and fitting – everything from lights to screens, video walls even iPads – are they emitting the right amount and type of light needed for your application? Then look at the colour temperatures – do they set the proper mood or tone across your stand? To help here are a few generalizations about the effects generated from the four colour-temperature categories:
Warm White. This type of light is generally recommended for residential settings, restaurants, hotel lobbies, and retail stores. Warm white has a pinkish-yellow hue and adds a sense of coziness and softness making it ideal for the more relaxed areas of your stand such as comfortable sofa seating or chill-out space.
Natural or Neutral White. Natural white has a true white appearance with no secondary tones, so it’s great for lighting graphics since it does not alter the colour of the images or text being illuminated. It also has a tendency to add energy to a space, revving up the vibe compared to the more calming warm white – perfect for creating a buzz in networking areas and making sure your artwork stands out.
Day White – Day white has a bit of a green hue and is generally recommended for showrooms, retail settings and office spaces as it offers more of an industrial lighting effect. You may find this useful if you are demonstrating physical products.
Cool White – Often recommended for jewelry stores, art studios, contemporary homes, and hospitals, cool white gives off a bright light with a bluish cast. This colour temperature is usually associated with clean, minimal designs and modern, contemporary aesthetics – great for showcasing the latest technology but perhaps not for you if your brand is a little more traditional.
Obviously this only offers a very simplistic view of colour temperature but hopefully it’s started you thinking of how to use lighting to best effect across your stand space. Of course other factors must be considered (e.g., wattage, lumen output, beam angle) however with this little knowledge you should be able to hold effective, albeit basic, conversations with your design team and ultimately to select the best colour temperatures for your company’s exhibits.