There are times when the best way to make a visual statement is to break all the rules.

The “normal” best practice for trade show exhibit design is to make the color scheme consistent with the company’s brand ID color palette. Since so many companies’ color palettes are blue or red, many trade show floors are dominated by the primary colors – blue, red and yellow. If there are “green” products at the show, then add in some green-brown natural-colored booths to the mix. Breaking out of this pattern can make your booth stand out.

Creating a monochrome exhibit is one rule-breaking strategy that can be brilliant if it is well conceived and carefully designed – or a dismal failure if it is not executed flawlessly.

A monochrome color scheme is created in different shades of a single color. If a monochrome display incorporates dramatic shapes, lighting and/or carefully planned contrasting elements, it can be the most memorable exhibit of the show. But if there are no other design elements to create visual interest, it can be boring and attendees will just pass you by.

Does “monochrome” suit your company’s brand personality and product?

A monochrome color scheme is great to use when innovation is a core part of your brand personality. It can be effective for positioning fashion-forward design and high-tech products but is inappropriate for most financial services, insurance, and healthcare products. It is also usually a poor choice if your company is known for products with a wide range of colors – whether it is fashion or candy or stock photography. But if a monochrome color scheme does fit your brand personality and your product, it can be a big win. For example, if you are promoting a new kind of pure water filtration system, then a completely clean, blue exhibit can make a bold statement about both your company and its products.

Will a one-color display stand out?

You want your trade show exhibit to stand out from a distance. Think about what other exhibitors are likely to do. To create visual impact with a monochrome exhibit, it is essential that it is a singular experience on the trade show floor. So if your designer proposes a monochrome exhibit, make sure that the approach is original. One entirely white exhibit could be exciting – two white exhibits are almost guaranteed to be boring.

Consider the scale of your exhibit

A monochrome color palette is most effective for mid-sized and large exhibits. In a small exhibit space, this is not often an effective design approach.

Incorporate other distinctive visual elements

When you limit the color palette to one dominant color, it is essential to compensate with other design elements that add visual interest. You can incorporate one bold graphic element that is the focal point. You can use dramatic lighting to add dimension to the visual presentation. You can incorporate distinctive display components into the display.

Monochrome trade show exhibits are rare, but when executed brilliantly, can be the most memorable exhibit on the trade show floor.