A lot goes into professional signage design. Geometry, mathematics, and the quality of materials. Did you know that holding it all together is the powerful psychology of colour? If not, read on to find out more about this fascinating topic.

Coloured by feelings

How do you want your customers to feel about your brand? Welcomed? Warmed? Soothed? Reassured? Impressed? All of these feelings are conveyed by colour, an emotional response that is hardwired into human neuropsychology. Business leaders use the science of colour technology to influence employee and consumer behaviour, capitalising on our pre-disposed response to different colours. When considering your design signage, ensure that the colour you choose communicates the correct feeling underpinning your brand.

Influencing decisions

The sales process is all about a balance between conscious and unconscious decisions. Consumers have a general idea of what they want and need but are easily swayed by the ticking clock of urgency. Psychologists state that this is something that colour-coded design signage can help with. By using colours to convey senses such as immediacy and last-minute possibilities, you can guide consumers on their journey.

Generate the effect

Colour psychology is highly aligned with generating the effect that you want. For instance, people associate red and yellow with urgency, so these are excellent for nudging people towards that last-minute deal. Equally, blues and greens are associated with relaxation and calmness, so are ideal for serious, long-term investment purchases. By understanding the relationship between colours, emotions, and the unconscious messages that they convey, you can control your audience engagement to maximum effect.

Target audience

Colour and target audience are the same thing. If your audience is focused on sustainability, ecological sensitivity, and the environment, the palette has got to be natural. However, be careful. Psychologists remind us that targeting your audience is all about balancing your brand signs and designs correctly so that they send the right message. For instance, an ideal sustainable palette is not so neutral that it blends into the background, but not so vividly green that it inadvertently looks toxic.

Checking your competitors

It’s always worthwhile looking at your competitor’s choice of colours, as this can be a springboard for ideas. When considering your competitor’s palette, use a critical mind. What’s working well? What isn’t? Ask yourself about your own emotional response to the colours, and put yourself in the shoes of your shared audience. Then, quietly weed out the shades that aren’t working, and focus on the ones that are. Remember, your brand needs to make its mark against your competitors, so don’t make a carbon copy of their design.

Stuck on a choice? Here are some examples of colour psychology:

If the paint pot of your imagination is running low, there are some tried and tested colour rules that you can follow in your creative sign and design. Reds are often associated with strength and passion and are best used as an accent colour. Green is the universal symbol for all things related to health, wellbeing, and sustainability, especially when contrasted with natural hemp shades. Blue is recognised for its calm, quiet, authority. Black is celebrated as the most versatile colour and is especially used for creating dynamic contrasts. Equally, white is an excellent contrast colour, with its message of cleanliness and purity.

Next steps

If you’d like to delve into the fascinating world of colour psychology and find out how it can augment the message of your brand, please contact us today.

Image Source: Canva