فهرست مطالب
Abstract
Booth Design Media – Seyyed Mehdi Najafi – Lighting, as a key element in architectural design, especially in exhibition booth design, has a profound impact on attracting the audience and strengthening brand identity. This article, with a multidisciplinary approach, examines how lighting affects the emotions and behavior of visitors and analyzes the principles of light design, its color and intensity.
By considering the psychological effects of light, it is possible to understand how each color and intensity of light affects viewers’ emotions and how it can guide them towards a specific experience. For example, warm lights may convey a sense of comfort and intimacy, while cool lights can create a modern and professional atmosphere. This deep understanding of lighting allows designers to design the booth space in a way that is both consistent with the brand identity and creates a positive experience for the audience .
Furthermore, by using new technologies such as smart LEDs, designers can create eye-catching and eye-catching works that not only attract attention but can also be changed quickly and easily. In this way, lighting becomes an effective tool in communication strategies that can convey brand messages in an effective and attractive way.
Successful booth examples confirm that combining creativity in design with technical knowledge in the field of lighting can help achieve commercial and artistic goals. As a result, attention to the quality of lighting can make a significant difference in the success of an exhibition booth and create an unforgettable experience for the audience.
The role of lighting in exhibition booth construction (2)
Introduction
This article examines the importance and impact of lighting in the design of exhibition spaces and emphasizes its importance as a key element in creating a special experience for visitors. Lighting can not only determine the atmosphere and mood of a space, but also plays a significant role in attracting attention and guiding the audience to different parts of the booth.
The technical side of lighting involves choosing the type of light, its placement, and various lighting techniques, which can have a huge impact on the aesthetics of a design. The psychological side of lighting also examines its impact on the emotions and behavior of the audience . This shows how it can be used to create a pleasant and stimulating feeling in viewers, encouraging them to engage more with the brand.
From a technological perspective, the use of new technologies such as LED lighting with the ability to change color and intensity, as well as intelligent light management systems, can enhance the user experience and help create dynamic and attractive spaces. In general, lighting, as an essential element in booth design , requires special attention to ensure optimal interaction with the audience and the best transmission of brand messages.
1. Principles of lighting design in exhibition stands
1.1. Key objectives :
- Attention-grabbing : Use focused light and high contrast to highlight products.
- Creating visual hierarchy : guiding the visitor’s movement path with variations in light intensity and direction.
- Strengthening brand identity : Using colors that match the brand’s color palette (e.g., light blue for technology ).
1.2. Types of lighting :
- Direct light : to emphasize specific objects (such as shop windows).
- Indirect light : Creates ambient lighting and reduces unwanted shadows.
- Dynamic lighting : Using variable and programmed lighting to create interactive effects.
1.3. Balance of natural and artificial light :
In indoor spaces, especially in the design of international exhibitions and stands, artificial light usually plays a major role, helping to set the atmosphere and the general atmosphere. However, in international exhibitions such as Expos, the integration of natural light with intelligent systems can bring about a dramatic transformation in spatial design.
Using natural light as a primary light source not only helps reduce energy consumption but also creates a pleasant and attractive atmosphere that can attract the attention of visitors. Intelligent systems such as light curtains make it possible to optimally control and utilize natural light. These systems can provide settings that provide maximum efficiency from natural light, along with artificial light, according to environmental conditions and user needs.
Combining natural light with artificial light and using modern technologies in this regard can contribute to energy sustainability and reduce the negative environmental impacts of excessive use of artificial light. In this way, a space is created that provides a positive experience for visitors, both aesthetically and in terms of use.
Ultimately, such combinations can serve as a model for other design spaces, demonstrating attention to sustainability and innovation in architectural design.
The role of lighting in exhibition booth construction (2)
2. Psychological effects of light
2.1. Color of light :
- Warm light (2700-3000 Kelvin) : Instills a sense of intimacy and relaxation (suitable for luxury booths).
- Cool light (4000-6500 Kelvin) : Creates a sense of intelligence and modernity (used in technology booths).
2.2. Light intensity :
Bright light increases excitement and energy, while soft light is more suitable for relaxation spaces or displaying delicate products (such as jewelry).
2.3. Interactive lighting :
Motion or voice-responsive systems create a personalized experience that deepens the audience’s interaction with the brand.
3. New technologies in lighting
3.1. Smart LEDs :
- Ability to change the color and intensity of light through applications.
- Low energy consumption and long life.
3.2. Mapping projectors :
3D projectors that transform booth surfaces into dynamic canvases and create visual narratives.
3.3. Biophilic lighting :
Simulating natural light (such as daylight changes) to improve visitors’ psychological well-being.
4. Case studies
4.1. The booth of the luxury brand “L’Éclat” at Milan Design Week :
- Use indirect golden lighting to create a sense of luxury.
- Motion-detecting projectors that focus light on products.
Luxury brand L’Éclat’s booth at Milan Design Week
4.2. Sony booth at CES 2023 :
- Using flexible LEDs and 360-degree lighting to create an immersive space.
- Lighting synchronized with audio content to enhance sensory effects.
5. Challenges and solutions
- Space constraints : Use vertical lighting and linear lights to create the illusion of height.
- High costs : Using modular, reusable lighting.
- Light pollution : Design systems with controlled radiation angles to prevent light scattering.
The role of lighting in exhibition booth construction (2)
Conclusion
Lighting in exhibition stands has become more than a design technique; it has become a language that engages in nonverbal dialogue with the audience. With advances in technology and a deeper understanding of the psychology of light, today’s designers can create spaces that simultaneously showcase products and convey a unique narrative of brand identity. The future of exhibition lighting will depend on the integration of art, science, and ecological principles.
Resources
- Boyce, PR (2014). Human Factors in Lighting . CRC Press.
- Tillett, L. (2020). The Art of Light and Space . Wiley.
Sony booth at CES 2023. Retrieved from www.ces.tech . - Steffy, G. (2008). Architectural Lighting Design . John Wiley & Sons.