Are the colors of the advertising signs in our city all "correct"? How do you choose the right color?

In this article, we talk about the importance of a correct color choice for commercial signs. Wandering around Turin (in any other city) and dwelling on the illuminated signs but also those without any light source, we can see that they are different from the other (chains / franchises excluded) in style, color, materials and lighting; but the question is: do they all reflect the activity carried out by conveying the right message?

To answer this question we must analyze various aspects, in this article we focus on the importance of color and how it can affect the perception of the consumer. The study of this phenomenon, takes the name of "psychology of color" , many studies have been carried out on it, a single article is not enough to illustrate them and that is why we will only mention the fundamental aspects.

Let's start by saying that our brain is programmed to respond to the impulses transmitted by color, which plays a fundamental role in the advertising sector since it must transmit a perception that creates a stimulus to action, which is simply to intrigue and excite the observer or push him to purchase.

Studies have shown a correlation between color and culture, each "human group" has shared experiences that have led to the association of very specific values, symbols and meanings with the different colors of the messages, which trigger different reactions; taking this last aspect into account, the graphic design of the advertising sign must be studied avoiding mixing too many colors as this would create a visual confusion in the interlocutor.

In order not to make a mistake in the graphic study of your business, it is essential to rely on industry experts, who know the rules and characteristics of the market, identifying the most attractive solution to have the best result in sales.

As previously mentioned, colors have different meanings in each society ; in the western one, for example, blue (one of the most used colors) and its derivatives, enhance reflexivity and transmit security (see pantones of the police), trust and reliability, and that is why they are often used in business ( Paypal, IBM, Linkedin), on the contrary red represents impulsiveness, action, passion and emergency (it captures attention and is used for impulse purchases), in over many studies have shown that it stimulates appetite, which is why it is used by many food brands (Nutella, KFC, Conad, Barilla).

In this historical period, brands have developed a certain sensitivity towards certain issues such as health / well-being, BIO and sustainability, dyeing logos, signs and all communication material green (the color of nature and sustainability), at aim to transfer the green spirit.

Lately, many companies to be more attractive in the eyes of consumers, abuse with the use of the green color, leading consumers to mistakenly think that the product is natural, organic and eco-sustainable, this behavior is called "greenwashing" and is highly harmful both to the brand image and to the market for truly sustainable products.

When asked, how to choose the right color of the advertising vintage sign? The answer is one: there are no right or wrong colors, but there are suitable colors which obviously vary based on the project we are working on, often beyond the color of the logo, it is necessary to combine other shades which must be chosen based on the type of material used, the style chosen and the position in which it will be located. There are many elements to take into consideration when designing a sign and this is why in order not to make mistakes it is essential to rely on expert companies.