It is easy to play safe when choosing a colour scheme for your event. Corporate furniture can be desperately unexciting and lull delegates at a conference into a coma rather than feel alive and engaged.
Neutral subtle tones, if the tone and style is wrong, could be bland and boring but is unlikely to offend. Being bold with colour in the corporate world is far riskier but those in business who do well are generally the risk takers.
When choosing furniture and a design scheme for your event colour is very important. It sends a message to delegates about the vibrancy or tone of the event and here’s why.
Improving the memory
If you were planning a raid on the local bank, wearing a hi-visibility vest to carry out your crime would seem ridiculous. Surely the fluorescent colours would make you stand out attracting the attention of the innocent by-standers who will be giving evidence against you in court? Yes it will attract attention but it will be the bright colours of the hi-vis vest that the witnesses will remember rather than the details of your face because attention is drawn to the colour and is therefore more memorable. Using the same theory using colour in presentations, on conference furniture , literature and merchandise, delegates are far more likely to remember the information.
For this reason, colour is a brilliant marketing tool. Research shows a high percentage of buyers place great importance on visual factors when making their purchasing decisions. At a conference if the interior and furniture design has accent colours that are memorable and pleasing, the conference is more likely to be successful. In a sales environment, research shows that colour is a more important factor than touch, feel, smell or sound.
If delegates at a conference or event feel comfortable in their environment, maybe because of the colour scheme used, there are more likely to gain benefit from the experience. This equally applies to sales. How many products have undergone a colour makeover? How many of those manufacturers have seen sales rise as a result?
Companies which use colour give the impression of being edgy and forward-thinking. Apple, for example, stopped computers being just beige. Heinz Tomato Ketchup brought out a green ketchup and Virgin has stuck with red all through its history even though its rivals have gone for less bold options. Colour raises brand identity and it arouses the senses.
While it is all very well extolling the virtues of colour, the wrong colours are capable of doing more harm than good. There are no fixed rules but using the colour wheel which pairs seemingly opposing colours is a start. It is important to choose colours which give the right impression and not put potential customers off. As a general rule, if the colours appeal to you and go well together, chances are they will appeal to others as long as they are used appropriately.