Professional eye-catching signage is known to drive foot traffic, boost sales, and solidify brand identity, leading to an increased market share. When making your important decisions on materials, colours, and fonts, it’s important to consider the psychology behind how signage affects customer thoughts so you can best use it to your advantage. Colours, fonts, and even shapes can evoke emotions in potential customers because we process branded signage consciously and unconsciously. If every time someone sees your signage, they feel happy or positive, they’re more likely to engage with your brand and feel a connection to it, leading to loyalty. It’s clear to see how, by getting your signage right, you can increase sales and engagement by creating a positive impression with your customer, even if they’re not fully aware of why the signage appeals to them.
We’ll first consider font options, as it can feel like there are endless options. Your business name should, of course, match your logo, so all signage is consistent, but how do you choose the right font for other information? Well, it turns out we make snap assumptions about a brand based on font, even if we’re not aware we’re doing it. Choosing a traditional serif font such as Times New Roman suggests history and tradition, so we feel we can rely on that company. Businesses such as law firms or luxury fashion brands tend to use fonts like these to build trust and loyalty. If we see a sans-serif font such as Helvetica, we think the business is newer with less history, but we also associate it with innovation, so these are popular for businesses looking to break the mould or that have rapid change, such as tech companies. Finally, script fonts that mimic handwriting are viewed as elegant and are memorable, so these are a good choice for a creative boutique brand. It’s also important not to crowd your signage and ensure proper spacing between words. Whatever message you choose should be taken in quickly as someone walks or drives past your building, so consider the size of your font too to ensure it’s readable from a distance.
Next, we’ll talk about colour options. Numerous studies indicate that colours evoke emotional responses in humans, so it’s important to consider what message you want to give to your customers. Broadly speaking, warm colours like orange and red grab attention and make people feel excited and can instil a sense of urgency. Think of the last sign you saw for a sale, it was likely red. Yellow is also eye-catching and tends to make people feel positive and cheerful, so it is used by brands that want to seem approachable and friendly. On the other hand, cool colours such as green and blue make people feel calm and stable. Blue specifically shows professionalism and encourages trust, so it tends to be used by banks or healthcare providers to show they can be depended on. We associate green with nature and sustainability, so it’s an excellent choice for eco-friendly business signs and those in the wellness industry to enhance the fact that their products are natural. A colour combination you’re likely to have seen often is black and white, especially in luxury brands. Black makes us think of sophistication, while white brings up thoughts of cleanliness, so the two together create elegant classic signage.
Shapes also have symbolic associations that we may not be aware of. Signage made of PVC or acrylic can be easily moulded and cut, so it’s easier than ever to incorporate shapes into your branding. Circles can make your customers feel a sense of belonging and community, so they can be a good way to build brand loyalty by helping them feel like a part of your business. Geometric shapes instead make us think of efficiency and precision, so they can show your customers that you’re professional and get everything done promptly.
When it comes to the layout of your signage, consider using bold font or brighter colours to create focal points. This is the key information that you want people to take in while walking past quickly, such as your logo or an urgent call-to-action. For easy reading, use contrasting colours for backgrounds and text and as mentioned above, don’t overcrowd your signage.
Whether you’re refining your brand for a retail environment or professional office, signage placement is just as important as design. Clear, cohesive shop signage in Melbourne helps attract and guide customers from the street, while professionally designed reception signs in Melbourne make that critical first impression the moment they walk in. Both play a vital role in reinforcing the emotional and visual impact of your brand.
The Importance of Interactivity
You’re sure to have seen recently that retail and restaurants are embracing interactive kiosks to allow customers to place orders, search for items, and even return items in some cases. In today’s busy world, consumers are looking for a rapid, seamless shopping experience. Interactive kiosks speed up the process and increase the possibility of customers returning for another easy process. They’re also generally fun to use, which never hurts.
Embracing other digital displays could boost your business. These screens can show high-definition videos and images, so you could make your advertising campaigns work harder. They’re easy to change remotely, so you can adjust them to reflect new offers and marketing, which can help drive impulse buys. Some businesses use them to show recent positive reviews. As humans, we tend to like to follow others, so seeing that your business is chosen and liked by other people could help potential customers turn into paying, loyal customers.
How to Find a Good Signwriter for Your Branding
Knowing your audience and staying consistent with your message and branding across your signage is the best way to ensure a good response. Choosing good-quality materials also improves the overall visual appeal of your branding. We’d recommend picking a company that has a wide portfolio of previous work to show they can deliver for all your signage needs. A good signage company should start by learning about your business story and goals, and work from there. At LF Sign Group, that’s exactly how we work. We cover everything from large illuminated exterior signs to vinyl decals for vehicles. Get started with your free quote here.
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