The Psychology of Commercial Signage

The Psychology of Commercial Signage

Mar 2021

The Psychology of Commercial Signage

Marketing can feel like a constant tug-of-war. You’re trying to attract the customer’s interest, but the customer is doing their best to stay uninterested. Many marketing methods have trouble attracting and retaining consumer interest, but there’s one that works shockingly well. Signage is an effective way to increase brand awareness, boost the average purchase amount, and improve customer experience. It has an incredible amount of momentum, and part of the reason has to do with psychology. Let’s delve deeper into the psychology of commercial signage and explore ways to harness the momentum of signage to benefit your business.

Why Signage Works

Signage has a wide variety of features and qualities that make it more engaging for the average consumer. Relevance, flexibility, and consumer control are three factors that have a significant impact on the medium’s effectiveness.


Signage allows a brand to advertise the right message to the right consumer at the right time. A point-of-sale display that promotes a new product will be more effective than a radio segment that advertises the same thing because the former is more contextual. The consumer can pick up the product, hold it in their hands, and decide to purchase it on the spot.


Signage also allows for more flexibility and personalization than traditional advertising, which is fixed. Digital signage is especially effective on this front. You can change its content depending on the date, time, weather, or even the amount of foot traffic in your store.


Another benefit of signage is that it allows for interactive capability and gives the consumer more control. Unless you want to go through the hassle of turning the volume down or switching the channel, it’s hard to ignore television advertisements. People encounter thousands of ads per day, many of which they can’t ignore. It’s no wonder so many marketing methods don’t work—people are tired of them! Signage, on the other hand, gives customers a choice. They can choose to interact with your signage or walk away from it. It might seem counterproductive to give customers the option to walk away; however, they’re actually far more likely to interact with your marketing material in a positive way when they don’t feel like you’re forcing it on them.


The Rules of Good Signage

Understanding the psychology of commercial signage is crucial, and so is optimizing your signage to take advantage of it. The key to effective signage is defining your objective and keeping your target demographic in mind. It needs to communicate your message in a way that’s informative but also interesting and concise. What are you trying to achieve? How do you want consumers to act in response to your signage?


Keeping your audience in mind is another necessary part of designing impactful signage. If you’re trying to reach out to a younger population, you don’t want to create marketing material that appeals to an older demographic. Your target demographic will be much more likely to notice and interact with signage that you’ve designed to appeal specifically to them.


Whether you’re looking for indoor or outdoor signs in Atlanta, Atlanta Custom Signs is the best place to find them. Our expert team will help you create beautiful, effective signage and ensure that its installation follows Atlanta zoning regulations. Contact us today to discuss the details of your next sign!



Request More Information