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Choosing Colors to Attract Shoppers

// Angela Higbee // March 10, 2016 //

When it comes to effective outbound advertising, it’s important for businesses to stand out against their competitors with strategic marketing methods and graphic design. Depending on the amount of market research you’ve conducted, and your understanding of your target demographic, advertisers that have successfully found consistent and effective ways to reach their target audience are generally more profitable than those who don’t.
With that said, let’s discuss how strategic sign design can affect the way your clients perceive your business, and its associated value.

The Value of Strategic Signage Designs

Advertising is more than making your business name as visible as possible, it’s also about showing your customers what kind of value you can bring them. As a business owner or promoter, it’s natural to want to attract as many customers as possible, however in order to receive a profitable response to your marketing campaign, choosing the right method of advertising, and creating signage that will interest the right individuals is essential.

Fortune 500 companies are very familiar with color psychology, a study that determines what hues, tones, and colors attract customers to certain products and services. Colors have influence in consumer decisions, and researchers have shown that people make a snap subconscious judgment about a business’s atmosphere or product in less than two seconds after viewing a sign or advertisement. and that the majority of that assessment is based on just color.

Culturally, the U.S. has a different perception of each color compared to other areas of the world. Let’s take a brief look at how Americans perceive different colors.

Black: Black symbolizes mystery, extravagance, enticement, and power; it matches well with many colors and can be seen by some as masculine.

White: In the U.S., the color white represents clarity and cleanliness. For example, many soap companies color their products with white dye to emanate a sense of spotlessness. Like black, white can go with other hues.

Pink: Pink is often connected with femininity in the U.S. It is seen as soft and mild, which is why many hygienic companies and businesses that promote toys for girls use this color.

Blue: Unlike pink, society in the U.S. as synonymized the color blue with boyishness and masculinity. Additionally, blue tends to encourage feelings of trust and reliability.

While the quality of your content, formatting, and display locations are extremely important when designing advertising signage, the colors you use to convey those features are equally (if not more) important. Before designing your next sign campaign, pick out a color scheme with a few different colors that pair well together, and begin building your new marketing campaign around those colors. Chances are, you’ll be extremely surprised at how responsive customers are to your new campaign, and their willingness to inquire about your products or services further. We know that designing signs can be difficult. If you need assistance developing a sign decal, feel free to contact us with your questions.

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