When it comes to designing a sign, color can be the biggest impact. This is because certain colors have different effects on the viewer. For instance, when most people see the color yellow, they see happiness. On the other hand, gray comes off as more stable and long-standing. However, these “facts” are highly debatable.
Misconceptions About Color Selection
Of course, not all people view colors the same way. Depending on the upbringing, preferences, cultural background, and even personal experiences of a person, the same color can have vastly different meanings. Because of this, assuming a specific emotion can be indisputably attached to one color can be as accurate as findings from a survey of 10 people from one distinct area. Despite this, there are facts that are backed by research in how color can play a role in sales and persuasion.
Impact of Colors in Marketing Brands
How impactful a color selection can be directly tied to branding. Colors, in general, are often too tied to personal experiences to have a broad definition for what they individually mean. Despite this, research has found that as much as 90% of snap decision making can be tied to color alone, depending on the product.
Rather than having an emotional tie to a specific color, it seems these decisions are based on how appropriate the color seems for the product in question. Or, more simply put, how suitable the color appears for the product. This suggests that purchasing intent is greatly affected by colors since they can define how a product or brand is perceived.
Colors also influence how the consumer views the personality of the brand. For instance, hunters and fishermen would be less opt to purchase gear when it is pink as opposed to more rugged colors such as black, brown and green. Picking the correct color communicates important information about the brand identity. In the same example, if a company was making fishing gear aimed for women, pink may become the appropriate color due to how it is perceived by society.
Considerations for Colors
Context makes a big difference for individual colors. Rather than assuming blue is a calm color always, looking at the context in which blue is being presented is vital. For instance, when poised against red and white, blue then becomes patriotic. Brown can be seen as rugged but when placed against fall colors, it can appear more inviting and resemble a Thanksgiving vibe.
Rather than attempting to align with a specific set of stereotypes for individual colors, each brand should consider colors together in context. Putting gray and blue together will seem stable and calm, but placing that same gray with red can add a contrast of excitement.
If you are considering new signs for your business, color selection can be difficult. Contact us today to find out how our team of professionals can best help with your design needs.