The importance of choosing the right colours for signage

Professional sign-makers and graphic designers know that colour plays a powerful role in presenting information. Colour conveys meaning and can influence attitudes in a way that can either repel or compel a consumer.
In business first impressions count – and these impressions can be created by the subliminal message contained in the colours a business chooses for its corporate identity tools.

The meaning of colour

It is widely accepted that colours convey certain visual and emotional associations and information. The colours used in creating logos, designs and signage for a business can therefore have a significant impact on potential customers.
Some of the more universally accepted colour/meaning associations are listed below:

- Red can imply energy, passion, excitement and power, but it can also mean danger.
- Blue may mean coolness, loyalty or peace, but it can also convey sadness.
- Yellow can signify light, optimism, happiness, brightness and joy.
- Black is associated with power, elegance, secrecy and mystery.
- Green is linked with with life, nature, health, wealth and prosperity.
- White can signify purity, youthfulness and freshness.
- Finally, pink is often associated with romance or femininity.

Using colour in signage

In designing corporate materials or creating signage, a sign-maker needs to understand some of these colour associations, while ensuring that his or her designs always incorporate the most effective colour combinations.
A sign-maker must understand that colours work together differently, and that they should complement each other to create a sense of harmony in a design. Also, a sign-maker must be perceptive enough to work with colour in a way that does not detract from the readability and message on a sign, nor from the image a company intends to portray.

Making colour work

While a sign-maker seeks to create products professionally and aesthetically, he or she must keep in mind that while colours have various associations, colour can ‘speak’ differently to consumers depending on their gender, age group and cultural background.
In order to create relevant and powerful products, many sign-makers do thorough research on these colour dynamics and develop enough expertise to know how colours work. Simple as it may seem, understanding and choosing the right colours is probably one of the easiest and most effective ways to shape the corporate identity and image of a business while capturing the imagination and attention of the target market.