The importance of lighting

Lighting your stand in the right way determines if the visitor’s interest is captured – or if they walk on by. Here are some suggestions from Peter Jernberg, Stockholmsmässan’s lighting expert, on successful lighting strategies.

Why lighting?
Many exhibitors don't give enough consideration to the importance of lighting.  Lighting a stand is far more than just providing light; it’s also about creating an ambience. Among thousands of visitors and hundreds of stands, you need to stick out from the crowd and reinforce your message. Light is an excellent tool which far too few exhibitors use proactively in their stand design.

First think twice
It’s usually very obvious to the exhibitor which products to focus on during an exhibition. Lighting is just as important as where you place your product - it is another way to create focus.   It can include everything from choice of lighting fixture to the light source. Consider lighting as a natural part of how you plan to display your products and services.

Correct positioning
Direct your spotlights so that they highlight the product for anyone looking at the stand from outside. It is important to capture the interest of the passing visitor, and that your stand looks inviting.  It's often most appropriate to light into the stand rather than outwards.  If the lighting inside the stand is wrongly directed you could risk blinding your visitors.  Trying to do business with someone who has to squint or cover their eyes with their hand is not ideal.  Creating a sense of wellbeing is just as important as showcasing the product itself.

Choose the right light source
Does your stand represent a company with a strong environmental profile?  Keep in mind that you should make this evident through lighting and electricity use.  Low energy LED lights might be an option. If your main priority is color and esthetics then your choice of light source is extremely important.  Different light sources suit different contexts.  Some products are more suited to daylight showcasing. In that case, use a light source with daylight qualities.  Also consider that some more modern light sources are not ideal for color reproduction (for example LED).  If color reproduction is important, choose a light source with a high RA-index such as halogen or some types of metal halogen.

Prioritize contrasts
Having too bright general lighting is a common mistake that many exhibitors make; it can give the stand a flat and boring appearance.  Draw inspiration from the world of theater. You would rarely light the entire stage – you spotlight the things the audience needs to see. 

We can help!
Stockholmsmässan is more than happy to help if you’d like to work with the lighting in your stand but aren't sure where to start.  Instead of just spending lots of money on equipment, it's well worth paying for expert advice and getting the right lighting.  Sometimes fewer light fixtures can make a greater impact - if you know how to use them.
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