How to Leverage Color Psychology at Trade Shows
By Nicholas Fevelo, Axios NYC
Color psychology refers to the study of how colors influence people's moods and consequently their choices. Through research and observation over thousands of years, color has been found to affect a person’s mood and cognition. This can affect decision-making. The impact of a color can vary depending on an individual’s taste, past experience, and cultural or religious background. The use of colors at a trade show will depend on collaboration with one’s marketing and creative team to ensure a cohesive brand image and strengthen identity. At AXIOS NYC, we see color psychology as a strategic design tool—one that directly influences trade show booth design, brand recognition, and audience engagement.
Aristotle was one of the first founders of color theory 2,500 years ago. He connected the elements of earth, wind, fire, and water to colors. Hippocrates discovered that light red and dark red have different effects on people, which he used therapeutically. Aristotle’s principles remained influential until Sir Isaac Newton developed a general theory of colors in 1672. Leonardo da Vinci purported that the eye “absorbs” light—what we now understand as the visible spectrum of radiation. Today, our theories of color and its effects on us have evolved significantly.
What we perceive as color is the result of varying frequencies of visible radiation that we call light. Our brains are stimulated to differing degrees by these frequencies. The Reticular Activating System is highly linked to regions in the cerebral cortex that play pivotal roles in attention, memory, and thought. Even a brief experience with color can elicit immediate and powerful stimulation of the brain. Using color in marketing is often more immediate than text or graphics—though those also play a central role in shaping a brand impression. In short, colors are powerful. They are one of the strongest nonverbal tools for brand communication. That’s why AXIOS NYC integrates color psychology into every trade show booth strategy we design—because the right color decisions can elevate a brand far faster than text alone.
Some research has shown that 60% of purchase decisions depend on correct color selection (Zjakić, Milković, Psihologija boja, 2010). Having a clear communication goal is key, as different industries and demographics require different approaches.
In a paper titled Impact of Colors on the Psychology of Marketing, Nayanika Singh and colleagues wrote:
“Color is strongly influenced by one's innate physiological and psychological predisposition, personal experiences, age, gender, personality, income, ethnographic and demographic factors, which makes applying it in marketing complex and challenging. However, as a marketing tool, color can be a sublimely persuasive force; and as a functional component of human vision, color can capture attention, relax or irritate the eyes, and affect the legibility of text. All things put together, the right colors empower and contribute to the success of an advertising campaign, a product, a service, or even an interior space, while poor color choices can become costly mistakes.”
If a brand can visually communicate through color, viewers are more likely to process the impression—even if they are not interested or persuaded by it (Kroeber-Riel, 1979). In television commercials, higher degrees of stimulation lead to better memory, recall, and information processing (Singh and Churchill, 1987). Remembering a brand increases the likelihood of building recognition and trust. For trade show marketers, this means color is not just aesthetic—it’s a driver of lead capture and long-term brand value.
Colors play a significant role in purchasing decisions. This is a factor companies cannot underestimate when participating in trade shows and designing their stands. The range of colors accepted in marketing contexts is relatively limited. Choosing exact color schemes is similar to composing music or poetry: designers and marketers are working toward a specific mood and tone. The choice is always a blend of art and science. At AXIOS NYC, we apply this balance to create sustainability-driven trade show booth designs that not only attract but also convert audiences.
Color psychology is not just a design principle—it’s a competitive advantage for companies that want their trade show booth to stand out.
Adding to this complexity, an individual may enjoy the warm palette of a room but find a product’s warm palette unpleasant (Berkley Scientific Journal, 2012, Vol. 17). One proposed theory suggests a “U-shaped” relationship between color stimulation and the extremes of the visible spectrum—with green in the middle, and blue and red on the short and long wavelength extremes (Wilson, 1966).
Here are some uses of specific colors based on research where a general consensus has been reached. Over time, industries have also identified colors that resonate with their specific audiences:
RED
Red reigns as an influential color. It is the color of seduction and warning, also used in nature by some insects and reptiles to signal poison.
Bright red, combined with orange or green, is popular with companies in the catering sector. Red is also associated with ripened fruit and berries.
It is widely used by cosmetics and perfume brands but should be avoided in the healthcare sector.
Red and orange increase heart rate and breathing and can stimulate appetite. McDonald's uses them not only in its logo but also in furniture and packaging.
YELLOW
Yellow expresses joy and optimism. It is associated with spring and the sun.
It is a youthful color, often appreciated by children and younger audiences.
It can also be irritating in certain contexts. Yellow is used for construction warnings and as the warning color of hornets.
BLUE
Blue is positive, serious, relaxing, and formal. It conveys tranquility, peace, and competence.
It is the color that inspires the most trust, making it ideal for healthcare, financial services, credit institutions, and real estate—any field where building trust is essential.
GREEN
Green expresses positivity and reassurance.
It is commonly used by brands connected to nature.
It is heavily adopted by companies marketing natural and organic products, as well as in veterinary and medical contexts.
The human eye is particularly well adapted to seeing green.
ORANGE
Orange is lively, dynamic, and warm. It easily attracts attention and stimulates strong emotions.
It is often used by companies selling baby products.
A striking visual effect can be achieved by pairing it with intense blue.
In the end, color speaks louder than words.
Choosing a color scheme requires balancing brand identity with the emotional tone the marketer wishes to achieve. Color selection matters deeply when designing and building an exhibition stand—it is both a science and an art. At AXIOS NYC, we believe that color psychology is not just a design principle—it’s a competitive advantage for companies that want their trade show booth to stand out, capture attention, and generate measurable results.
Make Color Work for You
Color is more than aesthetic — it shapes recognition, trust, and the way audiences connect with your brand. With experience in booth design and event strategy, Axios NYC helps companies turn design decisions into trade show advantages. Connect with our team to discuss your goals and explore the next step toward standing out on the show floor.
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