When it comes to business signage, color selection plays a critical role in attracting attention, communicating your brand message, and even influencing customer behavior. Whether you’re running a retail store, a wellness center, or a fast-food restaurant, the colors you choose for your signage can have a lasting impact on how potential customers perceive your business. From visibility to emotional response, color shapes the way people interact with your brand. If you want to know more about why color selection is so important in business signage, how to choose the best colors, and how a signage provider like Bartush can help you make impactful choices for your signs, keep reading below!
Visibility and Readability
First and foremost, the colors you choose for your signage must ensure that your message is visible and easy to read. After all, what good is a beautiful sign if no one can read it from a distance or in different lighting conditions? High-contrast color combinations are essential for ensuring your sign stands out, especially when it’s displayed outdoors or in a busy area where many other signs may compete for attention.
For example, black on white or white on black are some of the most legible combinations. The high contrast makes the text stand out sharply, even from a distance, which is crucial for passing traffic. Bright, bold colors like red, yellow, or orange can also grab attention, but it’s important to use these colors in a balanced way. Too much of a bold color can be overwhelming, while softer or neutral backgrounds can help temper their intensity, improving overall readability.
In contrast, poor color choices can lead to signs that blend into the background or are difficult to read, especially in low light or from a distance. For example, using light grey on white or pastels on light backgrounds can result in a sign that’s hard to decipher, potentially losing potential customers before they even have the chance to gain interest in your business.
Color Theory
Colors don’t just affect how visible your signage is—they also play a significant role in how people feel about your brand. Psychological studies have shown that colors can evoke powerful emotions and responses. For example, red is often associated with excitement, energy, and urgency, making it a popular choice for fast-food chains and clearance sales. Yellow, a color commonly used in signage, is known for being cheerful and attention-grabbing, while also evoking feelings of warmth and friendliness.
On the other hand, blue and green are considered calming and soothing colors, often used by businesses in the wellness, healthcare, or financial sectors. A wellness center, for instance, might choose soft greens or blues for their signage to convey a sense of tranquility, health, and relaxation. Blue is also associated with trust and reliability, which is why many financial institutions and tech companies gravitate toward it for their branding.
It’s important to align your color choices with the emotions and values you want to communicate to your customers. A coffee shop might choose warm browns and oranges to create a cozy and inviting feeling, while a gym may select vibrant reds and blacks to inspire energy and determination.
Understanding the emotional associations of different colors allows businesses to use their signage as a tool to influence the mood and behavior of potential customers. In turn, this can lead to better customer engagement and even increased sales.
Brand Identity and Consistency
Another key factor in color selection for signage is how the colors align with your brand identity. Consistency is crucial in maintaining a cohesive and professional image, and your signage should reflect the same colors and shades you use in your logo, website, and marketing materials. Consistent use of color helps build brand recognition and makes it easier for customers to identify your business from a distance or in different environments.
For instance, if your brand colors are blue and white, using these same colors in your signage ensures that your business maintains a unified look across all platforms. The Subway chain, for example, is known for its use of bright green and yellow—colors that align with the fresh, fast, and healthy image the brand promotes. Similarly, a luxury boutique may choose more subdued, elegant tones like black, gold, or silver, reinforcing its high-end appeal.
Choosing colors that are consistent with your brand can strengthen your company’s visual identity, create a more professional look, and help your business stand out in a crowded marketplace.
At Bartush, we understand that choosing the right colors for your business signage can be challenging. Our expert team is here to help you select the best color scheme that enhances your signage’s visibility, readability, and emotional appeal. Whether you’re creating signage for a new retail store, a health clinic, or a restaurant, we can guide you through the process to ensure your colors align with your brand identity and create the right impact. Contact Bartush Signs today to learn more about how we can assist you in choosing the perfect colors for your business signage and setting your brand up for success.