Let there be light!
Regardless of whether you are in a $100,000 custom-built stand or a $500 modular package, well thought out lighting can only add to your display and it is often the best way of highlighting your product.
The provision of light and power is one thing that should not be left to the last moment. Foresight and pre-planning will certainly add to the effectiveness of any lighting and can hide unsightly cables.
With today’s technology there is a light available for almost every type of exhibit, ranging from ‘pin’ spots, with a beam designed to bring out the best in even the smallest diamond, through to large floodlights capable of illuminating an area the size of a tennis court.
The fittings today have also become more environmentally friendly with low-voltage and cost-effective power-drawing fittings now coming to the forefront.
Planning
For something so important, it’s amazing how light and power are often among the last things considered when budgeting for an exhibition.
An exhibitor will often order a DVD and monitor but neglect to order the power point to run such equipment.
This lack of planning can often add unexpected expense, compromised running of the cable and – in most cases – a late fee onsite.
You will find most exhibition manuals can only supply a summary of what is available and it is good to contact the official electrical provider or your stand builder and discuss your needs.
This also applies to ascertaining the ‘load’ of any equipment you are using, as it’s important they run the right power to drive it.
Remember, all items – from lighting to equipment – now need to be tested and tagged when on the exhibit floor.
Lighting
With the myriad of lighting alternatives available, the most important question is “which one will bring out the best in my product?”
Getting lighting right comes second in importance after stand design.
Like moths, people are attracted to light – this is why you will never see a dark McDonalds. What is the right amount, however, depends mainly on product, stand design and colour. The average modular stand is normally provided with two spotlights per nine square metres. These are usually mounted on the front of the stand, on the lighting track behind the fascia. They serve as effective general lighting, but bear in mind your competitor in another stand also has two spotlights. Something out of the ordinary will set you apart from your competitors.
The option you take is based entirely on what you want to achieve. Coloured lighting or snake lighting that chases make great attention grabbers.
On a custom-made stand the designer or builder will probably arrange your lighting and power for you, so make sure they know how much power you require and what you want from your lights. Late additions can be tricky, often messy and expensive. As an example, if you have a raised floor, they cannot simply bring additional power up in places once the stand is built.
As a rule of thumb, the outside of your stand should be extremely well floodlit.
These are the walls or graphics that create the first impression, lighting them well will attract people to them. If you erect any high signage, imagery or walls, it also means people will see them from a few aisles away.
Your selling areas, or any part of your stand where you hope to keep clients for a period of time, should be lit more subtly. People don’t like staring into bright lights and won’t stay for very long. Also they don’t want to be the star attraction on your stand!
Well positioned, low-level, soft lighting is ideal, using display cabinet lighting or bright directional light to highlight any product display in this area. Low-voltage lighting is also ideal.
One last point when positioning light fittings is to avoid putting them at the rear of your stand shining forward, as they tend to hit prospective customers in the eyes and turn them away.
Similarly, ensure that as soon as someone steps in front of your product, it doesn’t fall into shadow.
IN A NUT SHELL:
Tips:
- Ensure all equipment and lighting you bring in is tag and tested
- Check you have adequate support for any lights you have ordered – most venues don’t have sky hooks!
- You cannot use double adaptors, only power boards with a trip button
- Some low-voltage lighting has a transformer which takes up space
