Did you know: brands spend millions upon millions of dollars in marketing tapping into the psychology and behavior of their audience?
From bold banners and catchy slogans to directional signs and product displays, signage plays a crucial role in guiding our attention and influencing our behavior. What may seem like simple pieces of information actually have a profound impact on our decision-making process.
They use their findings to craft an offline, visual marketing presence that makes their audience take action, converting interest (and a little bit of mind tricking) into sales.
Branded signage is one of the most utilized vehicles used to leverage audience psychology and create sales. These can be anything on a visual display that represents the core elements of your brand, such as signs, symbols, and displays, strategically placed to communicate information and guide customers.
We will be talking about why there is such a depth of psychology in the behavior of customers, and how signage can be the driver of customer decisions.
Signs to Texts
Beyond their functional purpose, signage shapes the feelings customers have towards your brand. When you represent your brand visually, there’s a chance to influence their psychology in a positive way.
Here’s how psychology and signage work simultaneously to move customers toward action:
- Visual Hierarchy & Attention: This is the sensory stage of your audience’s exposure to your brand. Your first impression, so to speak. To guide your customers towards key messages and promotions, think about applying bold fonts and colors, and ensure you’re positioning your signage in a space that is free from clutter and stands out in a crowd.
A FedEx study of workplace employees found that 76% will enter a store they have never been in before, based solely on its signage.
Signage has the power to attract eyeballs, and guide even a sole passerby towards a purchase they may not have even considered before. That’s a powerful thought.
- Information Processing and Decision Making: The same FedEx study also found that over two-thirds of customers (68%) will make a consumer decision based on the information provided on a signage display. To keep your signage effective, include a clear call-to-action that encourages customers to to take positive action towards your product or service. It’s always good to add an element of exclusivity or urgency too, e.g. ‘limited time offer’, ‘limited stocks remain’, ‘spaces selling fast’. Make sure to keep your messaging concise, and really bring out the key benefits and unique selling points.
- Clear, concise, and easy-to-read signs convey information quickly, enabling customers to assess options and make choices efficiently. Make your message clear, to the point, and enticing, including any offers you may have to push the conversion.
- Emotional Influence: Emotional influence is behind that spectacular piece of visual merchandising you can always remember. That’s because it gives you a perception of a brand that is involved with a positive emotional perception. Well-designed signage creates a sense of excitement, curiosity, and even nostalgia, stirring the emotions of the customer. By considering the emotional impact of signage, businesses can create an environment that aligns with their brand identity, evokes positive feelings, and establishes a stronger connection with customers.
- Navigation and Wayfinding: In a physical environment, signage plays a crucial role in guiding customers and enhancing their experience. Well-designed directional signs and intuitive wayfinding systems can reduce customer frustration, increase dwell time, and encourage exploration. Clear and concise signage that provides information about different areas, departments, or facilities helps customers navigate easily, promoting a positive perception of the brand and ensuring a smooth customer journey. Conclusion:
Signage is a powerful tool. Use it correctly, and you open up a world of opportunity amongst your potential customer base.
By understanding the psychology behind signage, businesses can design and implement effective visual cues, information displays, emotional triggers, and persuasive techniques.
If you’re looking to give your business a competitive edge through high-class, bespoke signage, reach out to our team on info@teamvisualsolutions.com, or call us on +971 4 884 9405.
