We asked 10 trade show experts to share their advice and opinions on exhibit lighting.
"In general, exhibit lighting is underused, underappreciated, and undervalued."
— Joe Anderson, marketing and new business development, Highway 85 Creative LLC
"Many exhibitors don't know that the service fees charged by the general contractors often constitute the majority of the total lighting budget"
— Paul Fine, president and principal designer, Fine Design Associates Inc.
"Color-changing LED accent lighting adds flexibility to support ever-changing marketing messaging and brand identification within the exhibit."
— Todd Sussman, vice president of creative, Derse Inc.
"When thoughtfully planned, even the smallest touches of light can guide an attendee to a defined moment within a space or drive an emotive reaction."
— Jeannie Wert, exhibits North America, Siemens Healthineers
"Lighting creates a more engaging space by providing contrast to the different elements, and it breathes warmth into the architecture."
— Martin Green, project director/senior designer, AMC Exhibitions Ltd.
"The right lighting can make a good exhibit look great, and the wrong lighting can make a good exhibit look bad."
— Roman Moszkowicz, national sales manager, Prism Lighting Group
"Lately, we are seeing more clients who want to tell a story with LED lighting and technology rather than products or graphics."
— Charlie Simpson, vice president, product development, Prism Lighting Group
"If you're on a tight budget, consider using lights on floor stands hidden inside of a booth structure that illuminate upward. It will save you rigging fees, and it's more cost effective for multiple shows."
— Jason Askew, product marketing manager for onsite solutions (technology), Cvent Inc.
"Using lighting to highlight parts of your booth will pique people's curiosity more than you ever thought possible."
— Chris McCafferty, director of production, PSAV Premier Global Events
"Too many exhibitors overlook what lighting can do on an emotional level."
— Stephanie McQuade, marketing services manager, Globe Manufacturing Co. LLC