While you may not notice it, behind every signal there is a message and a reason for it to be there, to send out accurate information that goes straight to our brains. It is no surprise then, that marketing specialists refer to psychology to target the unconscious mind and “trick” the human brain into buying something. Some signals are clearer than others, some of them are not even recognizable, but colors and wording are crucial when it comes to creating banners and signs for your business or event.
The choice in colors with your sign can impact our brains in a way that will make us stop by the store and check it out. We can react to colors in a very particular way: our ancestors used this sense to see if there was danger ahead or not. Depending on the color of their opponent we might know that they were facing a poisonous snake, for example. The same patterns still trigger in our brains when we see certain colors, and as we and our world evolved, the way we respond to these colors has changed.
Red is a common color in signage because red is an eye-catching color, and our brain also feels compelled to act right away and make a decision. Naturally, we see red less effectively than other colors — our brain adjusts to this by having it hold our attention better. Red also tends to coincide with the sorts of situations that compel us to action. This combination will usually make us go up to the item and inspect it, quite possibly resulting in a sale.
Also known as the familiarity principle, it is a psychological phenomenon that happens when a person can develop a preference for something or someone simply because of their previous familiarity. This is an excellent tool for exposing customers to products that may be new to them and lure them into buying them using specific words that are familiar and close to them. The word “free” is an excellent example of this; we usually relate the word “free” with something that is extra.
It is no surprise that we should see it so often on signs, nor any surprise that this will frequently make us go to the shop, even if we aren’t going to get whatever freebie has been advertised. It is important to keep in mind the principle that human minds tend to stay away from the unknown, while a person might consume the same yogurt flavor every day rather than trying a new one.
While it may not seem like a critical aspect of signage, font actually has a great impact on the human brain. Signs have to be clear and easy to read, so it is important that the font is large and clear so that it can be read at a glance. Having a bold font makes sure that your customers won’t want to squeeze their eyes to read the big sale sign at your door.
Also, it is important to try and keep some consistency in your signage. Not only does it come off as more professional, but the wording you use and its meaning such as “free” or “sale” can be carried to all the other signs and words found in the store.
For years, professionals have been studying the art of signage and the effect that it has on the minds of customers. We need to take hold of this knowledge and use it to our advantage — to help us multiply our sales by applying these tricks to our advertising strategies. The human mind is very peculiar and there is still much more to learn. However, these few techniques should give you the upper hand when attracting new customers to your store and boosting your sales. Use a service like Quality Sign Designer to have your custom signs and banners printed and start growing your business!
Lautaro Martinez is a self-proclaimed foodie and marketing student who writes articles with advice on everything from food and restaurants to marketing strategy and business intelligence.