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When creating a sign, you will have a lot of goals. From return on investment to communicating certain ideas and messages, the intent of signage is pretty clear from conception. However, when deciding those goals, a lot of the finer details can be missed. There are more subtle parts of signage that can speak louder than your words when they are not properly considered. Color is one of the top details that many forget but say the most about a company.

In fact, it has been proven that consumers will buy a product based solely on the color 85% of the time. This isn’t as simple as them choosing their favorite color or the most visually appealing. Instead, they look at whether the color appears to be appropriate for that product or not. For instance, a company that produces hiking gear will likely not use pink or purple in their marketing since hiking is a more earthy activity. On the other hand, cosmetics tend to be more feminine colors unless there is a specific reason for earthy colors in a marketing campaign.

Rather than looking for the most eye-catching color, it makes good sense to look at appropriate colors. A pink chainsaw might make sense if the money is going toward the fight against breast cancer but without the affiliation, the chainsaw company is alienating their main audience. There are certain emotions that are generally expressed in each color. Examples include the following:

• Green: trust, soothing, refreshing
• Red: energy, aggressive, excitement
• Yellow: cheerfulness, optimism, approachable
• Orange: playful, fun, modern
• Blue: dependable, secure, calm
• Brown: stable, sanctuary, long-lasting
• Beige: withstanding the test of time, neutral
• Pink: femininity, gentle, romance
• Burgundy: sophisticated, exclusive, lavish
• Purple: enigmatic, royal, power
• Gray: unchanging, comforting, steady
• Black: bold, serious, powerful
• White: clean, pure, sterile

While these definitions are not necessarily universal, colors tend to evoke those emotions, especially when paired with the right message. Depending on what you want to say about your brand, choosing appropriate colors can communicate even more than your message.

For instance, if you want to come across as comforting but also powerful as a company, putting gray and purple or blue and black together can elicit the right feelings. However, that same company pairing pink together with white isn’t going to communicate their message effectively, even with the right taglines and marketing.

Having trouble choosing colors for your next signage project? We can help. Contact our team today for a consultation.