The Role of Colour in Creating Emotional Experiences at Events, Brand and Experiential Activations

Colour is a silent storyteller at events and activations. The moment attendees enter a space, the palette sets an emotional stage, often before any words are spoken. Psychological research confirms this power: red typically symbolises passion and energy, while blue evokes calm and trust.

Creative designers use these cues intentionally to craft the right mood. For example, our team might bathe a product launch in vibrant reds to spark excitement, or dress a brand lounge in soothing blues to convey confidence. Indeed, studies show 91% of attendees say an event’s visual atmosphere influenced their impression of the brand, and 62% explicitly link lighting and colour to feelings like energy, trust, and focus.

Understanding Colour Psychology

Designers rely on colour emotion links as creative guideposts. While context and culture play roles, research that has been tested over time highlights common patterns. For quick reference:

Source: Pintrest.com

Red: Energy, excitement and passion

Think red sports cars or roses.

Bold red grabs attention.

Source: Sublimeeventdesigns.com

Blue: Calmness, trust and reliability

Blue skies and water inspire serenity.

Source: aqomi.com

Yellow/Orange: Happiness,

optimism and vibrancy

Bright yellows evoke cheerfulness; oranges add warmth and playfulness.

Source: eventlogists.co.uk

Green: Growth, balance and tranquillity

Green is tied to nature and harmony, promoting relaxation.

Source: Pintrest.com.au

Purple: Creativity, luxury and mystique

Traditionally linked with royalty, purple adds a sense of imagination.

These associations guide every design choice. For instance, designers know a sunny yellow wall will boost mood and attention, whereas a soft green lounge creates a peaceful, grounded vibe. With this knowledge, they can provoke the intended emotions for any given situation.

Colour in Brand Activations and Events

Source: At Last Events

Colour does more than look good. It shapes entire experiences. In live events, every hue is used strategically through lighting, décor, and set design to direct emotion. Bright, saturated colour schemes elevate energy and urgency, while cooler or muted palettes invite calm focus. For example, a bustling product launch might use bold oranges and reds to ignite excitement, whereas a corporate summit might favour cool blues and greens to soothe attendees. One industry analysis notes this explicitly: “bright, saturated colours elevate energy and urgency,” whereas muted tones create calm and focus. Moreover, research underscores how pivotal colour is: up to 90% of a person’s initial impression can be based on colour alone. By aligning colour choices with brand values; whether fiery reds for high-energy activations or deep jewel tones for a luxury feel, designers effectively “engineer emotion” into the event.

Colour in Action: At Last’s Creative Projects

Source: At Last Events

At Last Event’s work brings these principles to life. In our spring and seasonal installations, for example, we often draw on nature’s palette. A floral arch might feature lush greens and soft pastels – colours tied to growth and renewal – to evoke freshness.

Green is known to promote relaxation and harmony, so an abundance of foliage makes a space feel inviting and calm. Cheerful accent colours (bright yellows or warm pinks) add optimism and joy, matching the happiness associated with those hues. For a tech pop-up or wellness boutique, we might centre on the brand’s core colours (e.g. crisp blue and white) to reinforce trust and clarity.

Source: At Last Events

During holidays and festive builds, we often embrace classic cues. Deep reds, glittering golds, and rich evergreens evoke traditional warmth and cheer. This aligns with red’s energetic passion and green’s calming, natural vibe, giving holiday spaces a familiar, joyous feeling. Crisp white lights or snowy accents add purity and a sense of hope. We also tailor palettes to the theme: soft pinks and pastels can convey nurturing care, while dramatic blacks and purples add a luxurious, imaginative flair (purple’s royal, creative associations).

In every case, colour is chosen not just for aesthetics but for feeling. As one event design expert puts it, “smart stage design doesn’t just fill space – it sets the emotional tone for the entire experience”. By understanding colour psychology, At Last Events ensures each installation – from retail displays to Christmas wonderlands – resonates deeply with the audience, turning visual décor into an unforgettable emotional experience.

Sources:

• Psychology of Color: How Shades Affect Your Mood

• The Psychology of Event Design: Color, Light & Experience

• Color me impressed! Psychology research links colors and emotions for over a century – Psychonomic Society Featured Content