It may surprise you to learn that the first iteration of the color wheel was created in 1666. Today’s color wheel is much more comprehensive, and researchers have turned their focus toward determining the best colors to use in marketing.

Choosing the right colors for your brand is essential. This is especially true when it comes to trade show banners and displays.

We’ve put together a guide full of tips on how to choose the right trade show banner colors for your trade show booth. Let’s explore what you need to know.

1. Understand Emotional Response

Different colors elicit different emotional responses. For example, our brains naturally associate the color red with energy and excitement. In contrast, blue is often seen as serene and calming.

It’s essential to choose trade show booth colors that will evoke the right response. For instance, a company that sells energy supplements likely wouldn’t want blue as the dominant color in banners for trade show exhibits.

2. Know Your Audience

Having a strong understanding of your audience goes a long way when it comes to making the right choice. Consider the culture of your target demographic. For example, Western cultures often associate the color white with purity, rebirth, joy, etc.

However, Asian cultures associate the color white with death. Imagine a healthcare company that primarily uses white in its brand color palette.

There would likely be a significant discrepancy in performance between Western customers and Asian customers. Understanding nuances like these can optimize how effective your banners are.

3. Don’t Clash

Some brands make the mistake of choosing a collection of colors that they enjoy without considering how well the colors flow together. Certain colors naturally look good adjacent to each other.

Orange and green, for example, are commonly used in tandem. However, a color palette that consisted of purple, pink, and gray wouldn’t have the same appeal.

In some cases, it could deter people from interacting with your brand. So, never neglect this obligation.

4. Research Your Competitors

Getting started can sometimes be overwhelming. Researching your competitors is a great way to hit the ground running.

You shouldn’t blatantly copy their color scheme. This could have the unintended effect of making people think about a competitor brand when they see your marketing collateral.

Instead, consider how many colors they use on their banner, the type of colors, and the ratios of each. Branding materials sometimes consist mainly of one color with one or two accent colors.

Others might use two colors equally. Experiment with different designs until you develop one that’s both eye-catching and easy to look at.

5. Align with Your Brand Personality

As previously mentioned, it’s crucial to understand the responses that colors elicit from your target audience. The colors you choose should also align with your brand personality.

For instance, a company with a relaxed, welcoming brand voice should focus on cool colors like blue, turquoise, and purple. A company that focuses on growth and progress should consider using different shades of green.

6. Establish the Number of Colors

This twist comes down to choosing between two or three colors. You should generally never choose more than three, as this can be visually overwhelming.

It will also be more difficult to create an appealing aesthetic. After you’ve determined what colors you want to use, figure out their ratio.

A brand might want to use mostly red while incorporating white for the banner text. You have many possibilities here as long as you align your choice with your branding.

7. Compile Color Codes

To stay as organized as possible, compile a list of color codes you can easily access. These codes are available in PMS, CMYK, RGB, and HEX. Let’s explore these in detail.


This refers to the Pantone Matching System, which is a standardized list of inks the Pantone Corporation uses. You may not be able to find the exact shade you want, but it can be a great starting point. The list is also notably easy to navigate.


Cyan, magenta, yellow, and black comprise the CMYK printing technique. Through the use of these, you can create virtually any shade you want. Black is used as part of a subtractive process when the absence of color is necessary.


This is exclusive to digital applications and consists of red, green, and blue combinations. RGB is easy to work with, especially when using simple colors. Keep this in mind when making your choice.


Hexadecimal color codes provide the most flexibility. These are six-digit combinations of numbers and letters determined by the amount of red, green, and blue present. Keeping a list of HEX codes can streamline your color organization.

Finding the Right Exhibit

Regardless of the colors you use for your banner, it’s essential to find the right trade show exhibit or convention display. Research available options and consider what previous customers have had to say about their experiences.

Were they satisfied with the results they got? Did the professional they worked with meet their needs?

It’s normal to encounter a handful of negative reviews. Stay away from businesses that don’t have overwhelmingly positive feedback.

You should also consider when the negative feedback occurred. To clarify, imagine a brand that has a high rating on review platforms but also has mostly negative feedback over the past six months. This could indicate the level of service they provide isn’t as good as it used to be.

Consider the pricing structure, as well. This will help you avoid financial complications. As long as you do your due diligence, you’ll find the best option for your situation.

Choose the Right Trade Show Banners

At first, it can seem difficult to choose the right colors for your trade show banners. The information above will help ensure you get started on the right track and create a balanced aesthetic for an affordable trade show booth.

Get a free quote from Infinity Exhibits today. Our professional team can help connect you with the best solutions for your needs and design a professional trade show display for you.

Gene Friedman
Live Chat Software