Digital signage is designed to turn heads, and colour supercharges that effect. It doesn’t just make screens look good; it influences how people feel, respond, and remember your message. In a medium built to capture attention, colour is a strategic design choice that drives engagement and leaves a lasting impression.
Whether you’re creating content for a retail screen, an office reception, or a wayfinding display, understanding how colour psychology plays a role can help you communicate more clearly and connect with your audience more effectively.
Emotional Responses to Colours
Different colours spark different emotions, and those emotions then influence how people respond to your content. There are some well-established colour patterns worth considering:
- Red is bold and urgent. It grabs attention, making it useful for limited-time offers, alerts, or key calls-to-action. It can also feel aggressive if overdone, so use sparingly.
- Blue brings a sense of calm, trust, and reliability. That’s why it’s a go-to for professional or corporate signage.
- Yellow is bright and optimistic. It draws the eye, making it effective for highlighting key info. Just be careful with contrast; yellow text on a light background can be hard to read.
- Green often signals health, growth, or sustainability. It’s a great fit for wellness industries or environmental messaging, and it tends to feel reassuring.
- Orange is energetic and friendly. It can encourage action without the intensity of red, making it ideal for subtle prompts or cheerful branding.
- Purple conveys creativity or luxury. It works well for more artistic or premium contexts.
- Black and white can offer strong contrast, minimalism, or sophistication. In digital signage, high contrast improves readability, so this pairing is especially useful for accessibility.
Cultural Considerations
While some colour meanings are fairly universal, others vary depending on cultural context. What feels calming in one region might carry a completely different message elsewhere.
- In many Western cultures, white is associated with purity and simplicity, but in some Eastern cultures, it can be linked to mourning.
- Red, often seen as bold and powerful in Europe or North America, can also represent luck and celebration in China.
- Green may symbolise nature and sustainability in Western markets, but in some Middle Eastern contexts, it also carries religious significance.
If your signage is intended for a global or multicultural audience, it’s worth researching these nuances or testing with different user groups. A colour choice that works brilliantly in one setting might miss the mark, or potentially even offend, in another.
Best Practices for Colour Selection
Choosing the right colour palette for your signage isn’t just about psychology; it’s also about functionality. Here are some practical tips for getting it right:
1. Prioritise readability
No matter how attractive your design is, it needs to be easily readable. Ensure a strong contrast between background and text; dark on light or light on dark usually works best.
2. Stick to a consistent palette
Use a primary colour and a couple of supporting tones. Too many colours can feel overwhelming, especially on dynamic screens with lots of motion or changing content.
3. Consider screen placement
Digital signage in bright, sunlit areas may require a high brightness display, higher contrast and bolder colours, while indoor screens with controlled lighting can handle subtler tones.
4. Use colour to guide the viewer
Apply colour strategically to draw attention where you want it, like buttons, promotions, or directional info. Consider the colour of the font you use and how well it matches the images that you show on screen. There’s a guide here on using images.
5. Test and iterate
What works on a design mockup doesn’t always translate well to a screen. Test your content in the actual environment if possible, or re-create similar viewing conditions. Gather feedback and adjust if needed.
For a deeper dive into using colour theory effectively in signage, we’ve put together a practical guide: Colour Theory in Digital Signage.
Case Studies Demonstrating Effective Use of Colour
Retail Campaign: Urgency with Red and Yellow
A retail client used a red-and-yellow combo to promote a flash sale on digital displays in-store. The red banner communicated urgency, while yellow highlighted the discount. The result? A 25% increase in foot traffic to the featured area over the weekend.
Corporate Comms: Calming Blue in Office Displays
An internal communications campaign used soft blues and greys across digital noticeboards in a healthcare setting. The aim was to create a calmer experience in high-stress environments. Feedback from staff highlighted improved engagement and reduced screen fatigue.
Education: Green for Eco-Focused Messaging
A college running an environmental awareness campaign used varying shades of green across its campus signage. The result was not only visually cohesive with their sustainability branding but also drew attention to recycling stats and eco-events.
Hospitality: Purple for Premium Vibes
A boutique hotel used purple and gold accents in its wayfinding and lobby screens. Guests responded positively in post-stay surveys, saying the signage felt “elegant” and “high-end.”
Conclusion
In summary, colour isn’t just decoration, it’s communication. Applying colour psychology in digital signage, considering cultural context, and following best practices, you can create signage that’s not only visually appealing but also emotionally engaging and effective.
