The Art of Human Response to Colors in Your Signage

by Melinda Martin

The Art of Human Response to Colors in Your SignageYour company’s signage says a lot about you. It tells customers and clients who you are, it communicates what you do and it helps create brand identity and foster loyalty. Depending on the signage, all of these messages can be conveyed through text or visuals, but did you know the colors you use in your signs and visual graphics are also effective at evoking a response from your customers?

This blog will explore some of the most commonly used sign colors and the affect those colors have on people. Read through the list and pay attention to the colors you use in your own logo. Is your logo creating the desired response, or is it time to change colors?


Do your signs include yellow? If you want your clients to be in a good mood, they should. The golden arches of McDonald’s, a box of Cheerios and of course that iconic, simple smiling face. Yellow drives positive energy and generally leaves people feeling happy, alive and fresh, especially if it’s used as a standalone color. If this is the kind of response this color delivers, what sign doesn't have room for yellow?

the-art-of-human-response-to-colors-in-your-signage-red                                 Photo: Etsy

Red is commonly linked to romance and passion. It's the iconic color that has you thinking hearts, roses and that glamorous dress. But red can also actually make people feel more intense, like bulls chasing the red cape. Red makes people feel more emotional, which is perfect for certain brands.


The color that’s synonymous with an entire pro-environment movement can stir up some positive responses in your clients as well.Green is linked to general feelings of freshness, perhaps a good choice for any company just starting out or looking to rebrand. Green is also synonymous with health, making it a popular color for food and nutrition signs.


Interior experts recommend you paint your work space blue, and research shows it’s a sound idea.Blue makes people feel calm, relaxed and trusting, which is why many healthcare providers opt to use blue in their logos and signage.


If you want to set your brand apart as a higher-end option, use the color purple. Purple subliminally makes people think of luxury, nostalgia and power making it the perfect option when you're looking to up your prestige.


It’s similar to yellow and has many of the latter’s positive qualities. Orange generally makes people feel joyful and optimistic about their surroundings and, hopefully, your brand. It's also been proven to stimulate creative activity and get people feeling enthusiastic and determined.

What does your sign’s color say about you?

Six different colors and each one elicits a unique human response. So, how do you determine which colors are right for you? The answer depends on your brand, products, market and, above all, what you want to communicate. Consider all of this carefully, because sometimes colors in signs and visual graphics simply speak louder than words.

How do these colors make you feel? Share your thoughts with us on our Facebook page, or tweet us @FASTSIGNS.