How Signage Color Affects Customers
Let’s say you have a hot new promotion coming up and you want to create high-impact signage to promote it.
You do the right things. You work with a creative professional to hone the most compelling message. You select the right placement for your signage to increase visibility. You even consider your customer demographics when selecting typography.
But you’re leaving money on the table if you’re not considering the psychology of color when designing signage.
According to KissMetrics, visual clues triggered by color choices can influence shoppers to spend more, recommend your brand, wait for a sale—or even walk away.
Consider these stats:
• 93% of consumers say the visual appeal is a primary purchase driver, over sound, smell, and texture
• 85% of shoppers say color is one of the main reasons they choose to buy a particular brand
• Color increases brand recognition by 80%, underscoring how closely color is tied to perception and memory
“It doesn’t really matter what your favorite color is, although you’re certainly more likely to be attracted to brand images using the colors you prefer most,” wrote Charli Radke in a blog on The Huffington Post. “But it’s really the subconscious emotional response and how colors are used in conjunction with one another that determines how visually appealing an image is.”
Marketers who study the psychology of color say that red, orange, black, and royal blue trigger impulse shoppers, while navy blue and teal shades target shoppers on a budget. Pale blue and pink are said to attract traditional shoppers.
Put these theories into action. Work with us to make these signage options a part of your marketing strategy:
• Pop up a red and black point of purchase display promoting new inventory
• Hang a navy banner advertising a buy-one-get-one-free deal
• Dress your storefront window with a pink poster touting value-based product or service benefits
For your next signage project, talk to the color experts at Dynamark.
