Brand Design, Brand Marketing and Brand Psychology

Booth Lounging: Tangerine Tango in the Year of the Dragon!

Posted by sarmistha tarafder on Mar 26, 2012 3:16:00 PM

booth design tangerine tango resized 600

Leatrice Eiseman, Executive Director of the Pantone Color Institute, explains, “…Tangerine Tango is an orange with a lot of depth to it…sophisticated but at the same time dramatic and seductive…”  She goes on to say, “Tangerine Tango marries the vivaciousness and adrenaline rush of red with the friendliness and warmth of yellow, to form a high-visibility, magnetic hue that emanates heat and energy.”

A perfect choice of color, to contrast the year of the Black Dragon. 2012 happens to be the domain of the Water Dragon and according to the Chinese Five Element Astrology, black is relates to water. Thus, it is safe to infer that the overarching message for this year is the dance of fire and water: a rhythm in contrasts.

As designers, we often play with the principles of rhythm and contrasts.
Rhythm is the movement of our gaze to scan the message for understanding or gain  information. Rhythm is usually achieved through repetition of objects, colors, and placement in the composition of design. A serpentine is a perfect example of rhythm in motion in a 3D design architecture. Contrast on the other hand stresses the visual differences in size, shape, angle and color between the elements to elevate the awareness of an intended message. It is the quickest way to shower visual treat and to draw attention to your exhibit design. It leaves a hypnotic trail in the minds of the trade show attendees.

However, the principle of rhythm in contrast is much like a dance of tango. "Movements are sometimes slow and slithery, and other times sharp and stacatto, such as a quick foot flick or a sharp head snap to promenade position" Yet there is an intoxicating rhythm to it. "Warning: tango contains highly addictive ingredients, such as pain, pleasure, passion, excitement, connection, freedom, torment, and bliss. In seven out of ten cases it takes over a person's life."
In the world of exhibit design, the rhythm in contrast plays a dominant role in the integration of the vivacious curves of lounge furniture with the angular purity of the display architecture.
Two opposites coming together to create the "fantasy of a harmonious whole."

This blog was published in the morning with a different image, integrating a Skyline exhibit design that will be released in fall. I was excited and wanted everyone to be part of it. Unfortunately, I had to take it down as I was featuring it "waaaaaaay too early". My apologies.

I will definitely re-post it when it is released. Thank you for understanding.

Topics: Graphic Design, Trade Show Graphics, Tradeshow booth design, Art of Business, Art of Presentation, Color, Picturescape, Trade Show Tonic, Modular Booth Design, Tangerine Tango, Envoy, Year of the Black Dragon, PMS color matching system, Fire and water, Linear Booth Design, Sarmistha Tarafder, Skyline Bay Area, Art of Creation, Trade show design 2012, Inspiration 2012



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Sarmistha Tarafder is the co-creator of brands in 3 D spaces. Always, in pursuit of essence and enchantment, mind and mystery, myth and matter!