Color Theory in Events

Color Theory in Events

Lighting plays a large part in all of our events, and color is one of our favorite tools to use in shaping the ambience of a space. One often hears color theory discussed in terms of graphic design or interior decorating, but it is equally relevant to event design!

Color theory is a term used to describe the collection of rules and guidelines regarding the use of color in art and design. Essentially, because color affects our emotions in predictable and quantifiable ways, color theory aims to help us understand the emotions & perceptions associated with each color. In event design, we can use color to evoke certain emotions in our attendees, so an understanding of color theory is crucial! 

Here are some examples of ways we’ve utilized color theory in the past: 


For S&P’s OPSCON conference a couple of years ago, we used red as the primary color for stage lighting. This was in part because red is one of S&P Global’s primary branding colors, but also because red can often heighten energy levels in the viewer. Red is often associated with excitement, passion, and power, and for a multi-day conference like OPSCON, keeping attendees excited and engaged was crucial!

Common RED connotations: Intensity, determination, excitement, passion, aggression, power


For last year’s TEDxCharlottesville, we used a blue background wash as a primary staging element throughout most of the event. TEDxCharlottesvile is an event in which speakers come together to share ideas and to bring awareness to the rich talent, creativity and innovation found here in Charlottesville, Virginia. This year’s branding did not dictate a strict color palette, so we chose blue for our staging as it enhances a sense of intelligence, wisdom, trustworthiness, and creativity.

Common BLUE connotations: Calm, soothing, trust, loyalty, confidence, intelligence, peacefulness, wisdom, creativity


For the NACAS C3X Conference - one of our more recent projects this fall - we used green lighting to add ambience to the event space. Again, this is one of NACAS’s branding colors, but it also enhances a sense of intrigue and originality. Green is often associated with invention and renewal, which is in line with the event’s focus on showcasing the most contemporary perspective of how auxiliary services enrich the campus experience, and it is also associated with financial abundance, which appeals to the target attendee who is there to expand upon their professional skills & knowledge.

Common GREEN connotations: Logic, invention, renewal, luck, abundance, wealth, organicism, health


For Darden’s Principal Donor event in 2014, lighting played a huge part in the overall look & feel of the space. We chose a pink color to splash throughout the tent to provide a playful but soft look. In Western culture, pink is sometimes associated with femininity - but its connotations go far beyond that. It adds warmth & energy to the space, but because it is light in color, it still allows the space to feel light and airy.

Common PINK connotations: Softness, harmony, calm, innocence, optimism, gentleness


We utilized purple lighting for the Virginia Film Festival’s Wrap Party a few years back to enhance the event theme. This event was meant to feel whimsical and mysterious, a mood which was heightened by performances from aerial dancers throughout the event. So, combined with copious amounts of fog & atmosphere, we used purple as our primary lighting color to enhance feelings of imagination, mysticism, and playfulness.

Common PURPLE connotations: Spirituality, courage, opulence, respect, imagination, luxury, magic, dignity, peace, truth


Orange: Strength, playfulness, enthusiasm, creativity, success, cheerfulness, optimism

Yellow: Energy, intensity, intellectualism, warmth, happiness

Sepia: Nostalgia, comfort, stability

White: Cleanliness, modernity, freshness, youth, simplicity, spaciousness, calm

Color can play a huge role in determining the look and feel of an event space or stage. Harnessing the power of color theory can help you to make more informed decisions when selecting colors to use throughout your event, whether its in lighting, decor, or even event branding. 

7 Ways to Increase Audience Engagement with AV

7 Ways to Increase Audience Engagement with AV

One of the greatest struggles for meeting & conference planners, now more than ever, is keeping their audiences engaged throughout their events. Generally speaking, engagement in events is declining and attention spans are shrinking. So the question becomes, how do you address this to help your meetings & events remain highly impactful?

Audio, video, & lighting technology provides some of the most optimal methods of connecting & engaging with your audiences! Here are seven AV elements that can help you to captivate your audience and drive your content home!


A concert-level audio system is likely to surprise and delight your attendees. With high quality audio typically reserved for musical performances, your audience will appreciate being able to hear the spoken content with more ease, and any sound effects or musical transitions will be that much more powerful.


We’ve spoken about the benefits of dynamic video use in events before, but the effects cannot be understated. Using video elements like animated logos & backgrounds, video transitions, and IMAG (showing footage of the speakers up on the screens), you can keep your audience’s interest on the content being shared.

For more tips on using video in your events, check out Bringing Your Logo To Life and Seven Ways to Make the Most of Your LED Wall.


Lighting can make a huge difference in the ambience of an event, whether it’s focused on the stage or used throughout an event space. You can go simple with a wash and some uplighting, or get creative with some moving heads & coordinate some eye-catching cues with different speakers or themes. Adding fog or atmosphere to a space is another simple move that can give your lighting a more dramatic or concert-like look, allowing the beams to be seen through the space and extending the impact of the effects.


Polling is an easy way to get your audience involved in an event, especially if you can display the results & relate them back to the content being presented. There are many apps & clicker systems out there that you can use to achieve this, but one of our favorites is UMU. In addition to polling functionalities, UMU also makes it easy to do raffle drawings, games, and quizzes, and provides you with an engaging and aesthetically pleasing interface to use on-screen.


Now, we know that VR & AR are up-and-coming technologies that still carry a hefty price tag, so right now it’s about baby steps. Encourage vendors in exhibit booths to utilize VR! This has been very popular in many conferences, and although it may not specifically reference the content of the conference, the experience stands out to the attendees and elevates their overall experience.

(Photo by Jack Looney Photography)


Q&A’s are another great way to get your audience engaging with the content. Placing microphones throughout the audience not only encourages participation, but it also sends the signal early on that there will be a time for questions, which encourages attendees to pay more attention throughout the event.


Depending on how you use it, staging can be passive and minimally engaging, or you can take advantage of new technology and create a more dynamic set for your event. There are so many opportunities for dynamic & interactive staging these days, from responsive physical set pieces to LED walls that open up a world of possibilities when it comes to content & transitions.

To check out some examples of our staging design process, head over to our Portfolio page!


These are just a few examples of ways to bring impact & interactivity to an event, but depending on who your audience is, there may be many more options for you event! We’d love to help you come up with a creative solution to keep your attendees wowed and engaged!

Creative LED Wall Layout: NGA Summer Meeting

Creative LED Wall Layout: NGA Summer Meeting

Here at The AV Company, collaboration is the name of the game. Whether it’s with our clients, our industry partners, or even within our own team, we are all about coming together to reach our clients’ goals & to help them achieve their vision.

Recently, we collaborated with the National Governors Association (NGA) on a creative display method for their Summer Meeting in Santa Fe. The purpose of this event is for governors from all states to come together to share resources, study what’s been done, and to set an agenda for their legislative portion of the federal government.

NGA - Sante Fe with logo.jpg

The client requested an innovative set that reflected the history of the beautiful Santa Fe area. Our designer drew inspiration from the pueblo style of architecture that is typified by this region, and designed a staggered LED wall layout, reminiscent of the traditionally orthogonal pueblo rooflines. To complete the look, he created graphics representing a building in this style, to provide a strong walk-in look for the event. He also created step-and-repeat graphics to show on the LED wall during press-related sections of the event.

We use renderings when designing custom staging or room layouts to show our clients what they can expect, and to make sure that all involved are on the same page.

We use renderings when designing custom staging or room layouts to show our clients what they can expect, and to make sure that all involved are on the same page.

Aside from staging, we also provided audiovisual support and video services for this event. Taking on an event roughly 1800 miles away was a welcome challenge for us, and the facility team at the Santa Fe Community Convention Center was a huge part of the success of this event. We also had the pleasure of working with Telepictures, Inc. who partnered with us to provide streaming services.


We are happy to say that the client was elated with our overall performance, and impressed with our team’s creativity. From the aesthetic to the execution, this event was a fantastic example of a successful collaboration, and we were honored to be a part of it.