Why Lighting Can Make or Break Your Tradeshow Booth
Featuring Karen Hansler, Creative Director
When you think about tradeshow booth design, what comes to mind first? The graphics? The structure? The technology?
For Karen Hansler, one of Westkey Xibita’s Creative Directors with over 28 years in the industry, there’s a design element that often gets overlooked, but can make all the difference: Lighting
“Lighting can elevate a mediocre booth, or flatten a great one.” – Karen Hansler
Lighting: The Unsung Hero of Exhibit Design
Karen has seen hundreds of booths succeed or fail because of one key factor: lighting design.
“You can design something gorgeous on paper, but on the show floor, it can disappear if you don’t control the lighting. House lights are inconsistent. Sometimes they’re too dim, sometimes they’re harsh and yellow. If you don’t plan for lighting, you’re leaving your brand in the dark - literally.”
Lessons from the Field
One of Karen’s early learning moments came on a project where the booth design was flawless: beautiful graphics, smart composition, great flow. But under the dull, uneven lighting of the venue, it fell flat.
“That was when it clicked,” Karen recalls. “I realized that lighting wasn’t an add-on. It was part of the design. From then on, I built lighting into my concepts right from the start.”
She’s carried that philosophy into projects like the University of Ottawa’s booth, which is still in use after nearly two decades. While the structure and graphics carried the story, it was the strategic use of lighting that kept it visually fresh and impactful from year to year.
Four Types of Lighting That Transform a Booth
1. Accent Lighting
Think of this as the highlighter in your toolkit.
Examples: Spotlights on a new product, halo-lit signage, under-shelf LEDs drawing eyes to brochures or giveaways.
Effect: Focuses attention where you want it, guiding the visitor’s eye. In Karen’s words:
“If you have one thing you need people to notice, light it. Otherwise, you’re relying on chance.”
2. Ambient Lighting
This sets the overall mood of the space.
Examples: Overhead light boxes, backlit fabric walls, LED strips that glow in brand colors.
Effect: Creates warmth and atmosphere. A healthcare client might use soft, even lighting for calm and trust; a tech brand might go with cooler tones for a modern edge.
Karen notes:
“It’s the difference between people walking into your booth or walking right past.”
3. Task Lighting
Practical and functional - ensuring your team can actually work.
Examples: Countertop LEDs for order forms, demo station lighting so products are easy to handle, screen backlighting for presentations.
Effect: Prevents eye strain, helps staff stay professional, and avoids awkward moments like a rep squinting over paperwork.
4. Architectural Lighting
This is where design and engineering meet.
Examples: Edge-lit walls that make structures appear to “float,” lighting that traces the shape of a tower, or programmed RGB lighting that shifts throughout the day.
Effect: Turns the booth itself into a showpiece. Karen recalls one build where uplighting under an angled wall transformed a basic structure into a dramatic feature visible across the show floor.
Don’t Leave It to the Venue
Karen often tells clients:
“Don’t assume the venue will make you look good. It’s our job to design so you stand out in their environment.”
At large Canadian shows - whether in Toronto, Vancouver, or Calgary - the lighting can be unpredictable. That’s why Karen’s team integrates lighting plans directly into their booth design packages.
The Takeaway
Great tradeshow booths aren’t just about graphics or structure. Lighting is the invisible storyteller that sets mood, draws attention, and ensures your brand shines on the floor.
At Westkey Xibita, Karen and our creative team design with lighting from the start - because your booth deserves to be seen in the best possible light.
Want to see more? Explore our gallery of trade show booths and exhibits, where dazzling lighting effects bring every display to life!
