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Exhibit Lighting
We asked 10 trade show experts to share their advice and opinions on exhibit lighting.
1
"In general, exhibit lighting is underused, underappreciated, and undervalued."
— Joe Anderson, marketing and new business development, Highway 85 Creative LLC

2
"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.

3
"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.

4
"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

5
"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.

6
"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

7
"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

8
"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.

9
"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

10
"Too many exhibitors overlook what lighting can do on an emotional level."
— Stephanie McQuade, marketing services manager, Globe Manufacturing Co. LLC


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