Colour psychology is the study of how colours affect human perception, behaviour and emotions. Scientists have explored how certain colours can influence our feelings, choices and decision-making processes, and the outcome is applied in many areas such as marketing, branding, interior design and therapy.
Colours have an impact on our emotions and perceptions; however, those influences may differ from one individual to another depending on our age, our gender and our culture. Colour psychology has long been used in the marketing of food products to influence our purchase decisions without us even realising it! Warm colours like red, orange and yellow can often be associated with appetite stimulation, while calming blues and greens can suggest a more natural or healthy option. That is why fast food chains often use red and yellow in their logos and marketing materials to stimulate appetite and convey a sense of energy and urgency (think of the McDonald’s logo!). Organic and natural food companies often use green, a colour associated with freshness, health and natural ingredients, and brown, suggesting something is wholesome, comforting and simple. Using these colours in their packaging and branding shows the consumer their commitment to health and sustainability. Restaurants choose their decor and menu design to create a specific atmosphere and enhance their customers’ dining experience.
Colour psychology is a science, and whether we like it or not, we are influenced by colours in all aspects of our lives, so it is no surprise that sign companies have their reasons for using certain colours when producing different signs, helping to convey their message more efficiently and effectively.
Let’s Look at the Different Colours…
Red – a powerful colour that creates a feeling of urgency and excitement, it can indicate love, speed, danger or even anger.
Blue – often associated with trust, professionalism, reliability and sophistication.
Green is often associated with nature, growth and health.
Yellow – a bright and cheery colour that evokes feelings of happiness, competence and optimism.
Orange is a warm and energetic colour that can make us feel excited and enthusiastic.
Black – a colour associated with power, luxury, sophistication and expense.
White – this is a pure colour, making us believe in purity, cleanliness and sincerity.
Purple – makes us think of luxury, creativity and sophistication.
Grey – there is almost a scientificness about this colour, it is neutral and symbolises maturity and calmness.
Understanding the psychological impact of different colours can help you choose the right colour for your signs so that you can communicate the desired message to your audience, or elicit the right response.
The Power of Colour
When you approach a sign company with your idea of the signage you want, you are not wanting to impart real information to whomever is reading your sign – it is not something a person is consciously aware of. When reading a paragraph of information, you want to find out about the subject and at least be aware of what you are reading. When you look at a sign, it has more of a subconscious effect on the mind or the person, rather like influencing someone’s gut feeling, even though they may not know exactly why they feel a certain way. In business, a good sign can predispose potential customers to have a certain opinion about your company before they’ve even done any business with you, and they probably won’t even be aware of it.
While it is good to understand the common colour associations, you must bear in mind that different colours will have different meanings to people. Someone who wore a blue dress on a night out where their partner cheated on them may associate blue with untrustworthiness and deceit, not reliability.
Also be aware of the demographic you are serving, as different cultures can associate different meanings to certain colours. For example, in the West white is associated with purity, elegance, peace and cleanliness, and is traditionally worn at weddings, while in Asia it can represent death, mourning and bad luck and is traditionally worn at funerals.
How To Create the Perfect Sign
Whatever you are creating your sign for, you need to define your goals and know your target audience. You need to be sure about what the core message is that you are trying to convey, and what you want people to remember. Knowing your audience will help you to understand how they will perceive your sign, and possibly help you to choose the right colours. Your message needs to be clear and simple, focusing on what you consider the most important message that will grab someone’s attention. Know where the sign will be displayed, as this may affect its visibility and readability. If you are having text on the sign, make sure you choose easy-to-read fonts, and using bold and contrasting colours will make your sign stand out and have a visual impact. Remember to avoid cluttering up a sign, and of course, any decent and respectable sign company like LF Signs can help and advise you on how to create your perfect sign.
Colours And Signs
Choosing the most appropriate colours for your sign can give your customers, or any potential customers, a great feeling about you or your company before they even begin doing any business with you! If you are a company that wishes to express sophistication and trustworthiness, you may want to consider colours like blue, black or purple, while for a health and wellness centre, it would be more appropriate to consider colours that represent nature and cleanliness – green and white would be the most suitable.
Idioms like “tickled pink” “green with envy,” “paint the town red,” “feeling blue,” and “a white lie” are a way we use colour to convey emotions or concepts. They are used because the psychology of colour is a powerful one, so use colour in your signage wisely and convey your message exactly!
Get Started Today With Your Free