When it comes to signage most of us tend to think about the type of sign we need (yard sign, directional sign, car magnet etc.), the wording, the design, and of course, where we’ll place the sign. But how often do we pay close attention to the colors we use, other than making sure what we select is visible to a driver at 55 mph?
Choosing the right color is critical because it sends a marketing message that affects your prospective customers on a subconscious level. Pastels, for instance, are calming and subtle. That’s why hospitals generally paint the walls a pale yellow or mint green. Babies’ clothing usually comes in sweet pastel colors because pastels also tend to impart a new, young, growing energy. Children’s toys, by contrast, are often created in bold primary colors: reds, blues and vibrant yellows designed to grab and hold the attention of young children.
Every color has multiple associations that also vary culturally. Here are some examples of color connotations:
Red – love, enthusiasm, action, aggression, anger, sex
Orange – warmth, energy, fun, flamboyant (it’s also the most controversial color)
Yellow – mentally stimulating, memory activating, optimism, happiness
Green – peace, relaxing, renewal, harmony, abundance
Blue – trustworthy, dependable, committed, calming
Purple – uplifting, spiritual, royal, creativity
Brown – organic, earthy, natural, orderly, stability
Black – authoritative, powerful, sophisticated, mysterious
White – purity, neutrality, cleanliness, mental clarity, fresh beginnings
Gray – timeless, practical, solid, expectant
Gold – prestige, expensive, warm, powerful, masculine
Silver – cool, scientific, prestigious, feminine
Which is the right color for your signage? It depends on the type of product or service you provide, and your target audience. For instance, if you sell toys, as mentioned above, bright colors will work for the merchandise itself, though you might want to select slightly more restrained color choices for your marketing materials, since your target audience for the purchase is going to be an adult. You can still use bright colors, just fewer of them! High contrast colors such as yellow and blue work best on signage — and send a positive message of stimulating, dependable toys that will enhance your child’s memory and happiness.