WHAT IS THE PSYCHOLOGICAL IMPACT OF COLOUR ON SIGNAGE?

In an information-saturated marketplace, where consumers are constantly exposed to visual stimuli, it is crucial to make a significant impact in order for your business to stand out. One of the most powerful tools in marketing is the the psychology of colour.

Colours are not just about aesthetics and branding but have a profound psychological impact. which is closely related to the emotions you want to evoke in your audience. They also help to effectively convey the message that defines your brand.

In the lettering of your business, the right use of colour plays an essential role, as it is the first visual contact your customers will have with your brand. For example, red conveys passion and boldness, while blue evokes serenity and confidence.

In this article we will explore how colours in signage can help you build a coherent visual identity and convey your brand values effectively.

What is colour psychology and how does it influence the consumer?

The psychology of colour is part of behavioural psychology and studies how colours affect our decisions and emotions. It is a key tool in marketing, as colours have been shown to significantly influence human behaviour and emotions.

Understanding the psychology of colour is therefore essential for businesses and entrepreneurs. Through the strategic use of colour, consumers can be influenced by passive or active attitudes and unconsciously stimulate the purchase of products.

An example is the use of colour in signage.. Este no solo define la visual identity and brand personality, but it can also generate certain benefits depending on the colour chosen.

Benefits of colour psychology

Emotional connection with consumers

Each colour generates a psychological and emotional impact. This can make a difference to consumers and can change the way they perceive your brand. For example, the use of yellow in signage can evoke emotions such as friendship, optimism and joy, which is ideal for youth or children’s brands such as McDonald’s or Chupa Chups.

However, it is not advisable to use yellow depending on the business as it conveys carelessness or instability if used in excess, for example, it is not recommended to use it in the sale of sophisticated or luxury products as it distances them from sophistication and elegance.

Therefore, carefully choosing the colours of your signage will allow you to connect emotionally with your customers, positively or negatively influencing their buying decision.

Increases visibility and attention

The strategic use of colour will help you to stand out against the competition. Vibrant colours in your signage can increase the visibility of your business, attracting more customers and ensuring your shop gets noticed.

Conveying your brand's visual identity in a coherent way

When choosing the colours for your business signage, it is important to consider several factors.

First of all, the type of business and the products you offer must be taken into account. This aspect is very important because depending on the values and the message you want to convey to consumers, it will be recommended to use one colour or another in your signage.

For example, the colour blue, although excellent for conveying serenity, is not recommended for food businesses, as it decreases appetite. Instead, colours such as orange or green are more stimulating and attractive for this type of business.

Another important aspect to consider is your target audience. If you are looking to attract a young audience, colours such as orange are an excellent choice, as they transmit energy, vitality and warmth.

Finally, it is essential that you define the emotions you want to arouse in this target audience. What do you want people to think when they see your sign? The right use of colours will allow consumers to associate your brand with certain qualities and will help you build a visual identity consistent with what you want to project.

Additional tips

The right colour combination is just as important as the choice of signage. Here are some tips on how to make your business signage effective:

Complementary colours: If you want eye-catching lettering, use complementary colours, i.e. colours that are opposite each other on the colour wheel. This combination is visually appealing and makes a big impact.
Contrasting colours: Use light backgrounds with text in dark or bold colours to ensure legibility of signage.
Usar máximo tres colores: Evita usar demasiados colores en tu rotulación, ya que puede resultar confuso para los consumidores y generar un efecto psicológico negativo.

As we have seen, colour psychology has a great impact on branding and can directly influence how consumers perceive your brand.

Do you need advice on the most suitable colours for your business signage? At Grafiks we will help you to make your signage impactful and effective, transmitting your brand identity in the right way.

If you want more information about our services, check out our website: www.grafiksestudio.com