Amy Plesz from DSA Signage, and writing for Digital Signage Today, discusses the psychology of colour in outdoor retail signage. Colour plays a crucial role in marketing and branding. The right colour choices can serve as a psychological trigger that can attract potential customers and evoke powerful emotions.
The Science Behind Colour Psychology In Marketing
Colour psychology is the study of how the human brain responds to different colours. In outdoor retail signage, colours can influence customer decision-making and have a positive impact on recall. You can even alter a person’s buying habits with the colours you choose.
Key factors that contribute to the effectiveness of colour in outdoor retail signage can include:
– Emotional triggers: different colours elicit specific emotions that can shape consumer behaviour.
– Contrast, brightness, and saturation: Using adequate contrast and saturation makes outdoor retail signage more readable.
– Cultural differences: colour associations may vary across cultures, so you will need to consider the cultural context when choosing signage colours.
For example, red is often associated with a sense of urgency, while blue conveys trust or reliability. A common cultural difference in colours is the symbolism of white. In Western cultures, white is often associated with purity. On the other hand, some Eastern traditions associate white with mourning.
Make sure to keep in mind who your audience is so that you can adapt your outdoor retail signage to the preferences of your target demographic.
Choosing The Right Colours For Your Outdoor Retail Signage
There is no such thing as a one-size-fits-all colour scheme for outdoor retail signage. Here are some colours to consider and how they can impact consumer perception of your business:
Red
Red is a powerful colour that commands attention and stimulates a sense of urgency in your audience. Businesses often use red to promote sales and clearance events. The colour is known to: evoke excitement and energy, stimulate appetite, encourage impulse purchases, and create a sense of urgency in sales promotions.
If you want to make your audience feel like they might miss out on a great deal, or you need to elicit feelings of excitement, red is a great choice.
However, it’s important not to overuse red. You should incorporate red into the aspects of your signage to which you want to draw the most attention. For example, bordering a clearance event announcement in red can create a sense of urgency.
Blue
Consumers often associate blue with trust and calmness, depending on which shade of blue they see. You can also use blue to showcase your professionalism. Some industries that commonly use blue include the following: finance, technology, and healthcare.
Lighter or softer blues can create a calming effect. Bolder blues speak to your company’s professionalism and convey reliability. Strategically incorporate different shades of blue into your outdoor retail signage to influence how customers feel about your brand and products.
Yellow
Yellow is an attention-grabbing colour that can promote optimism and enthusiasm. It is often used in signage for clearance sales and impulse-buying promotions. Yellow is effective because it captures attention quickly, evokes feelings of happiness and positivity, and stimulates mental clarity and decision-making.
However, like red, yellow can be powerful and even a bit overwhelming. Make sure you use yellow sparingly to avoid overwhelming your audience or distracting from the messaging of your signage.
Experiment with different signage layouts and designs, especially when using colours like yellow. See how the designs make audiences feel and whether they can focus on all pertinent information in your graphic.
Green
Consumers associate green with nature and health. It has also become synonymous with sustainability. If organic products and eco-friendly practices are some of your company’s core value propositions, then you’ll want to consider using green in your outdoor retail signage. Green is also a great tool for creating a sense of balance.
Black And White
A combination of black and white offers a classic, sophisticated look. High-end retail and luxury brands often rely on this colour pairing to speak to their sophistication. Some of the benefits of black-and-white signage include the following: high contrast for easy readability, a sleek and elegant aesthetic, and timeless appeal suitable for premium brands.
However, black and white isn’t only reserved for high-end brands. Even if your business offers more accessible products and services, you can use black-and-white to create contrast and promote readability. Using white negative space is also a great way to let your signage breathe and ensure it isn’t too crowded.
This article appears in Digital Signage Today.
