The world of colours, one of the most studied fields attracts attention because of the close relation with human brains. Many researchers think that our brain innately connects colours with feelings, while others believe that the feelings, we associate with each colour are learned. Colours – and even colours in signage – affect our feelings, thoughts, behaviour, and reaction. Did you know your surroundings may be influencing your emotions and state of mind? Do you ever notice that certain places especially irritate you? Or that certain places are especially relaxing and calming? Well, there is a good chance that the colours in those spaces are playing a part.

>> Did you know that:

In the 17th century, Sir Isaac Newton observed sunlight passing through a glass prism and how the light was reflected in various colours. He identified initially six wavelength shades: red, orange, yellow, green, blue, and violet.

→ Research shows that the proper use of colour increases brand recognition by 80%. It also raises the visual appearance by 93%. A further 85% of consumers buy because of colour.

> Colours in Signage

Artists, advertisers, and interior designers, businesses have long used colour to affect moods and emotions. Each colour has a different meaning for the audience which affects their opinions and behaviour about what is advertised.

Research shows that personal preferences, experiences, upbringings, cultural differences, and context muddy the effect that individual colours have on us.

In a 2006 study, researchers found that the relationship between brands and colour hinges on the perceived appropriateness of the colour being used for the brand. In other words: Does the colour fit what is being sold?

> Importance of colour in signage:

Colour is such an important design component that when chosen well it can help your signage to communicate key values to your customer. Well, there many reasons why a customer will make a purchase and one of them is about colours, the visual side is one of the strongest points to attract people. The use of colours in signage influence people’s behaviour towards a brand and help them to decide what is most important for them.

1. Help customers understand your values

It is such a great way of using colours to communicate with the audience, viewers through the power of colours. Through colours in signage, you can transmit the message that you want.

2. Visibility

To make the brand more visible and marketable colours in signage help a lot. For example, a strong colour linked with other designs in signage attracts people’s attention. A good example of how colours in signage can raise the visibility of the brand. Also, colours in signage help to make the signs readable in distance.

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UKWS - Hardy Signs - Industrial Site Signage

 

3. Affect customer buying decision

Once a consumer starts walking towards an item that has his or her favourite colour, the major part of the purchasing decision has already been made. A good combination of colours and design in signage will affect the buying process positively.

4. Builds reliability

A good match of colours in signage makes the brand, business more reliable, and enables customers to feel more confident.

 

> How to choose the right colour?

 

Deciding with which colour to go for can be more challenging than you think.

But there is an easy way how to do that.

First, ask yourself what you really want to present and how you want to be presented at others? Also, keep in mind that choosing the right colours can enhance your brand perception and make your brand stand out.

The colour in signage is strongly connected with your message to people.

Also, colour psychology in signage design can affect customers’ opinion even without seeing the company’s services, or products. An attractive design matched with the right colour can build confidence and influence the ‘’gut feeling’’ with customers.

 

Testing is can be helpful when it comes to choosing colours. You cannot know how your audience will respond to your colours in your content and layout without creating thoughtful A/B tests to determine which colour combinations and placements generate the most leads and traffic in your content.

> Some colours effect

Coca Cola - Importance of Design in Signage - Hardy Signs Ltd

When it comes to personality and visual cues, red evokes strong emotions, increases appetite, symbolizes passion and love, and increases passion and intensity. It is used by Target, Heinz, YouTube, and Netflix. 62-90% of shoppers make snap judgments based on the influence of this colour. McDonald’s chooses the high-energy colour red (combined with yellow), which appeals to children, kindles appetites, and creates a sense of urgency.

IKEA - Importance of Design in Signage - Hardy Signs Ltd

This colour stimulates the mental process, encourages communication, strains the eyes but also increases cheerfulness. It is used to grab the attention of window shoppers, it is employed by Nikon, IKEA, CAT, and DHL.

Amazon - Importance of Colours in Signage - Hardy Signs Ltd

Brands with orange are viewed as cheerful and confident and it is used to create a call to action. That is why it is used in thrift stores like Payless and Home Depot. Amazon, Nickelodeon, Hooters, Mozilla, and along with some coupon sites like Coupon Cabin, Domain Promo, Fat Wallet also use orange in their brands.

Starbucks - Importance of Design in Signage - Hardy Signs Ltd

This colour is associated with health, tranquillity, power, and nature. It is used in stores to relax customers and promote environmental issues. It stimulates harmony in your brain and encourages a balance leading to decisiveness. Starbucks is a major global brand that uses this colour scheme. Green shows that Starbucks hopes to promote a sense of relaxation in its cafes, inviting customers to come in for a coffee break during a stressful day.

Skype - Signs and Color Contrast - Hardy Signs Ltd    Twitter - Importance of Colours in Signage - Hardy Signs Ltd

The blue colour is used to express stability, trust and it is mostly used by social media companies and websites such as Facebook, Twitter, Skype.

> Conclusion

There are no rules to follow in finding the perfect colour in signage but simply follow the brand type and personality. Matching colours with design, text and even combination of colours together to create the impact that you are looking for. Whatever you end up choosing, great signage will always create a favourable impression in the minds of your customers and stand you out from your competitors. By clarifying your brand values and the message that you want to transmit you can give the customers the ‘gut feeling’ about your brand even before they have seen your services.

That is what quality signage does.

 

Resources:

https://www.medashsigns.com/blog/colour-psychology-in-signage

https://www.helpscout.com/blog/psychology-of-color/

http://www.arttherapyblog.com/online/color-psychology-psychologica-effects-of-colors/#.XxVAxZ5KjIV

https://smallbiztrends.com/2014/06/psychology-of-colors.html

https://www.speedysigns.com/blog/2013/07/30/the-psychology-of-color-in-signage/

https://www.colorpsychology.org/color-psychology-marketing/

https://www.oberlo.com/blog/color-psychology-color-meanings

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