If you want to help your business, you have likely realized that adding or redesigning your sign is a great place to start. Stores that do not have a sign can expect to see more foot traffic after hiring a sign company, as studies show that 35% of people do not know where businesses are located without a noticeable marker. Meanwhile, if you are making changes to an existing display, you will likely be able to increase your brand awareness effectively and affordably: research has demonstrated that a redesigned business sign costs only $0.02 per 1000 views and reaches more of an overall market than any form of advertising. However, before you hire one of the local sign companies in your area, it is natural to have some lingering questions. “How will a sign get my business noticed?” you may wonder. “What is the best sign for my business?” To answer these questions, you should consider one of the most important qualities of any visual display: color.
For some businesses, deciding the colors to use on their sign is simple: for example, if you have an established brand that has proven itself popular among your customer base, it makes sense to keep using these colors. However, if you are a new business or are looking to create a new image, choosing a good color scheme can help. Businesses that fall into these categories and are wondering, “what is the best sign for my business?” should consider two factors: visibility and the psychological impact of certain shades.
Visibility is one of the most important qualities your sign can have. One of the simplest ways to achieve this is by pairing contrasting colors, such as a light orange background with darker blue letters, or vice versa. The font you use should also be relatively simple and legible, and any graphics or logos should be carefully balanced so that they do not overpower the rest of the sign. Some companies may choose to further increase their sign’s visibility by taking advantage of modern technology: LED lights and moving graphics can now be used to create a display that is visible at all hours and can use different colors at different times. These signs are often extremely effective: studies show that customers are three times more likely to look at billboards with motion than static signs.
Whether you choose to use an illuminated or static sign, however, it is also important to think about how your customers will react to seeing certain colors. The psychological impact of different shades has long been utilized in branding campaigns: for example, the McDonald’s logo uses yellow, which is associated with happiness, and red, which has been shown to stimulate appetites. Similarly, Starbucks uses a lot of green, which we associate with health, making it seem like a better choice for your coffee break. But how can you use this branding technique on your sign? The answer is to think about what you are trying to convey. For example, warm colors encourage customers to relax and linger, making yellows, reds and oranges a popular choice for signs. However, bright colors like pink and electric green grab our attention, helping you make a statement. Don’t be afraid to pair these bright colors with more neutral tones like white and black, or look for complementary shades; both choices will help support your statement hue.
Are you wondering, “What is the best sign for my business?” Do you have a color scheme in mind? Tell us about it in the comments below!
