Many marketers and business owners are tasked with building a brand. They’re told to find their audience and tell a story. We often think of stories as only told through words, and that’s partly true, but it’s more than that. Good stories engage all of the senses – the smell of rain, the sound of traffic, the taste of honey, and so on. Businesses must keep this in mind when designing their brand signs and promotional materials. A logo and a slogan are a good start to your brand’s story, but don’t estimate one particularly powerful factor: your brand color meaning. That’s because colors have a profound effect on the way we perceive our surroundings and even ourselves. Colors can influence our thoughts and behaviors, and that should be of interest to a business trying to connect with potential customers.
So what colors should you use? Well, that depends on the business. Let’s take a look at the psychology behind the colors we see every day to see what could be the best fit:
RED: Red is a strong color that signals many different concepts, but it mostly stresses urgency. Think of a medical emergency or stop signs. Red can grab someone’s attention, but it’s also aggressive and can signal fear or alarm. If your business wants to convey energy, boldness or impulsivity, red could be a good choice. If you want to promote trust or health, for instance, red might not be a good fit.
ORANGE: Orange shares with red the associations to energy and warmth, but the lighter hue is less threatening than red. Orange communicates liveliness and creativity. Orange is a good choice if you want to display enthusiasm or a vibrant company culture.
YELLOW: Yellow is closely associated with light, which brings positive feelings of joy and life. Children are especially sensitive to yellow as it is the first color an infant is able to see. When it comes to signs and branding, however, yellow works better as a secondary color. The brightness of yellow can be overwhelming, making a sign difficult to read.
GREEN: Green usually conjures images of nature and growth, which is why environmental groups commonly use it in their messaging. Green is also closely associated with money and greed, so be conscious of what makes sense for your business. More often than not, green is seen in a positive light, making it an effective choice for your brand.
BLUE: If you were to ask someone what their favorite color is, they are most likely to say blue. Blue brings calmness and serenity – an open sky or endless ocean. Blue is reliable and trustworthy. Blue is the safe choice, but if you’re looking to stand out with your branding alone, you might consider a more aggressive color.
PURPLE: Purple has long had ties to royalty and spirituality, giving it a sense of strength and magic. Purple is a strong color and could serve as an effective identifier for a business looking to separate themselves from the competition. If your business sells luxury goods, purple’s association to wealth and wisdom could be a natural fit.
There are a few other factors you should consider when deciding which colors will work best for your business. Obviously, you don’t want to use the same color scheme or color meaning as your competition. But maybe most importantly, you want your colors to associate with the products that you deliver. While you want your brand to connect emotionally with the customer, it may be more important that customers are able to quickly and accurately identify your products by the color of your signs and materials.
Not sure what sign color meaning works best for your business? Let FASTSIGNS help by contacting us at 800-FASTSIGNS to talk to our visual communication experts.
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