Just like each person is unique, there are no two businesses exactly alike. When developing your company’s brand, it’s important to consider the many aspects of your business to define what makes it special in the marketplace. Think about what your business stands for, how you are different from others in the same industry or what message you are trying to tell your customers.
These reflections play a big role in company recognition and colour is an essential element of that component. Colour and branding is a way to identify a company’s product or services and these details can be communicated instantly to your customers through a sign.
The Power of Colour:
Colour plays a significant role in our thinking process because our minds are programmed to respond to colour. Colour offers an instantaneous method of conveying a message, which makes branding more powerful. Colour is the first thing that people remember most about a brand followed closely by shapes, symbols, numbers and words. Research suggests that 60% of the time, people either like or dislike a sign on colour alone.
To a larger extent, colour plays a major role in purchases made by consumers because colour can increase brand recognition by up to 80%. In a study entitled Impact of Colour in Marketing, the researchers determined that consumers make a snap judgement up to 90% of the time for a product or service based on colour. Yet, some businesses don’t realize the impact of colour choices on marketing their companies, but it’s the most important consideration when empowering your business. Additionally, the relationship between brands and colour also hinges on whether the perceived appropriateness of the colour being used is correct for the product or service being sold. After all, who would buy a Harley Davidson motorcycle if their colour and message weren’t rugged and cool?
The Power of Signs:
Commercial signs are any kind of physical display containing text or images and they come in many shapes and sizes from storefronts, awnings, banners, vehicle wraparounds, promotions, countertop displays to highway billboards. A commercial sign will advertise your business name and/or logo. Some signs are outside of the business directing people in from the street while other signs may be inside helping people navigate to what you are offering. A company sign is a great way to advertise to potential customers or turn a one-time purchase into a lifelong client.
Even though business signs are a method of promotion and a sometimes costly investment, signs can instantly heighten the visibility for any business and they’re always on the job. When a business is closed, the sign lets potential customers make a mental note to return during business hours. However, if a sign is cheesy in looks, customers are likely to avoid the place altogether, so designing an appealing sign is imperative so customers will return.
Combining The Two:
Prior to having a sign designed, you must understand your colour message. Spend some time considering what meaning you want to send in your sign when choosing which colours to use for your business. These messages have a powerful subliminal effect on people, and like it or not, they can express both positive and negative branding about your company.
The next step is to analyze and define your target markets so that you can match the colours to the demographics, such as male, female, children, teenagers, older people, a particular ethnic group, an industry group, or a hobby group.
While there are many colours that you can choose for distinguishing your particular business, here are a few basics and descriptions according to color-psychology.com/business-color.
- Orange: Orange is optimistic, social, inspires enthusiasm and suggests affordability.
- Yellow: Yellow is illuminating and uplifting, which stimulates analytical processes and mental clarity.
- Green: Green is associated with nature, health and healing. It balances the emotions and inspires compassion.
- Blue: Blue is sincere, trustworthy and loyal and dislikes confrontation. Blue exhibits an inner security and confidence