Color selection for advertising signage. Which background to choose a combination of red and green sign

Color has ample opportunities to attract potential buyers. There are several researchers who have drawn up a list of perfectly combined colors.

The so-called circle of natural flowers Goethe argues that the following contrast combinations of flowers are harmoniously complement each other:

purple and yellow

blue and orange

red and green

red and yellow.

Less harmonious combinations:

blue with yellow

red with blue

green with orange

orange with violet,

purple with green.

T. Kenigi, such color combinations are most preferable:

red with dark blue and green

orange with heavenly blue, purple,

yellow with purple and blue,

green with purple

purple with orange.

No need to forget that individual colors on the sign must be quite contrasting, so that the person could read the name of the store without any problems.

red with yellow

orange with red

yellow with purple,

green with purple and yellow.


Combinations are not perceived:

red with purple and purple,

orange with yellow and blue-green

yellow with green

green with blue and orange

purple with purple and blue.

"Chromatic color tones with achromatic are the most harmonious in the following combinations:

red, orange and yellow (warm) with black;

blue, blue, purple (cold) with white. "

Among the features of color contrast there are such:

the light color, being near the dark, seems to be even lighter, and the dark next to light - darker;

red, touching green, it seems rich;

on a red background, the gray square will seem greenish, on yellow - bluish, on green - slightly pinkish, and on blue - yellowish (chromatic contrast).

Colors carry well-established symbolic values, the color perception is equally for all groups of people, regardless of their place of residence.

Here are the main of them:

Red color is considered the strongest, it is associated with danger, but also with love, power, fire, war. It is alarming, a sense of dignity, passion.

Orange - also has a strong impact, excites, creates a feeling of well-being. It is a symbol of the holiday and nobility. Orange color is noticeable from afar, and is stored in memory longer than the other colors.

Yellow - life, movement, work of thought. Cheerful, alive, slightly disturbing.

Green - this color soothes, neutralizes the contradictions between other colors. Green is a symbol of peace and peace. Delicate, pacifying.

Blue - associated with serious, strict behavior. Removable, mysterious.

Purple - an expressive and solemn color, he emphasizes maturity. Important, mysterious, ceremonial.

As the long-standing saying: "Meet the clothes." The store is also celebrated by clothes, and if you say more precisely - on the signboard. Her main task is to attract as many customers as possible, interest buyers. The sign must be conceptually and in style to approach the store: for example, the signs at grocery stores will be effective if you cause the desire for hunger and buy products, and the signs of clothing stores must approach the store in style, better when the logo that will be used immediately to signal about company.

Signboard for the store is the second advertisement, while very profitable, because you pay such an advertisement you once, and it will work for you later for several years, and seven days a week, 24 hours a day, without weekends, holidays and breaks for lunch.

Some statistics

The significance of the signboard emphasizes the statistics: according to the latest data, about 50% of the interviewed buyers enter the store precisely because they attracted a signboard. The figure is not so small, so to neglect the advertising sign will be completely irrational. The surveyed customers also told about what a signboard attracts them or does not attract. Based on the responses, the stists have prepared a report as a percentage of the company's sales will rise when using a good signboard. For example, an ordinary familiar flat sign located on the facade of the building will increase the level of sales by only 3%, while the signboard, which is made in the form of a separate design, will attract customers more and increase sales level by 15%.

Effective signboard

Many factors affect the efficiency of the signboard: here important It also has a font, and color, and style solution, and the size of the letters, and the effects of the backlight, due to which the name of the store will be seen in the dark or in conditions of poor visibility. Glowing letters for signboards are a very favorable option, which many companies prefer today. If some of these factors are not respected, the sign can be unrelated and not to bring the desired effect in the form of a large number of customers.

Let's figure out what signages really work and bring a tangible effect, and which on the contrary.

1. The font is one of the most important parameters that can make an advertising sign efficient or non-response. Try to choose the fonts simple, well-readable, with a harmonious interval and an inter-abnormal distance (that is, that it is not too big or too small).

   Be sure to coordinate the type of font with the concept of your company:

   • for example, for the grocery store will fit simple options without serifs;
   • classic options will be appropriate for legal and law firms (it is possible to use fonts with serifs, but it is extremely important in this case an interbouquct distance to avoid the effect of "sticking");
   • but creative organizations (studios of organizing holidays, dance salons, barbershops, etc.) you can give preference to artistic fonts, but be careful with decorator elements - remember, the name should be clear and read well.

   If the text consists of one sentence on your signboard, then use the font of the same size, and if you have several lines, the interval between them should not exceed the size of the letters more than twice. Interesting options are when the first line is performed larger than the rest or capital letters. When choosing the font of the same size for all lines, use the same interbust interval.

2. The size of the sign, the proportion - one more important parameter that affects the perception of your signboard in general. The most optimal dimensions are considered to be 1/3, ½, 3/5. By the way, the windows of houses in Western Europe are fulfilled precisely in such proportions - it looks very attractive and at the same time naturally.
3. Signing color - This parameter must fully match the style and concept of the company: for example, for holiday salons, it is not necessary to choose gloomy, gray tones, and for administrative organizations will not be appropriate bright, screaming shades. Choose a color according to the subject of your company. It should be known that the red color is best perceived by the human eye, but it can irritate, so it should be used with caution.

   It is worth saying about the combination of colors. In order for the signboard to look harmoniously and solid, it is worth choosing a single color gamut for her - such colors that will be attractively looking together. Here are some workers efficient "sets of colors" (bright basic shades):

   • white, red, green;
   • white, green, yellow;
   • white, red, purple;
   • red, yellow, purple;
   • yellow, white, red.
4. Features of volumetric letters is an interesting and advantageous option that can be used as an advertising sign for the store. You need to know that if you choose for signage bulk letters from the metal, you should not do the front, and the side side of the letters of the same color - this will lead to what they are alive, and at the far distance the sign will be difficult to read, especially for those who Will look at her on the side. In case you want to stay in the same color scheme and stick to the sign of one color, make the side parts of the letters darker than the facial. This will allow you to kill two hares at once: and the color scheme will be united, and the letters will be well visible even from a long distance. To solve this problem (readability of the letters of the same color), you can also use counter-free backlight. Glowing letters for signboards are a favorable option for both a clothing store, cosmetics, machinery and for a shop that is engaged in selling food.
5. It is necessary to take into account the storage environment - which signages are located nearby, how do they work, with what parameters customers are attracted. If around a few signs made in bright red tones with backlit, it is hardly worth stopping your choice at this option, even if the red is the most attractive attention color. In this case, you will get a completely reverse effect.

Several parameters of a bad signboard, or that you do not need to choose

Legislative settlement

It is worth remembering that any sign will need to resolve the legislative way, namely, register in the relevant authorities. This is a process of long and laborious, so it will be profitable to immediately agree on everything with the advertising agency where you order a signboard. You can check out the sign up to the sign independently, however, you can go for it more time.

Effective signs for shops you can order in our company "Green Light". We can offer you volumetric letters from metal and other options. Learn all details by phone or on the official website.

Thanks to her, the maximum effect is achieved - the goods, products or the service does not remain unnoticed.

This psychological reception has positive action On the future potential customer or buyer advertised products.

Advertising, performed qualitatively and professionally, should have catchy Color picture, memorable font and text. Only then can be achieved some success. Advertising objects can be in the form of a sign or poster, poster or shield. Light installations are used for this, which are placed on the corners of buildings, on sidewalks, along the road. In evening time miss Such advertisement very difficult.

To the sign of remembering, it should:

• have a bright font
• should easily read
• be original
• allocate

For advertising posters that can be found in Russia, the usual type of Times or Arial font is used. The size of the letters depends on the size of the entire poster used. According to experts, handwritten font for outdoor advertising is not suitable. It is used to write leaflets and letters.

Highly strong influence Pries on the psychology of the future potential client combination of color Letters and basic poster background.

As an example:

• background of a green poster, and letters - white;
• yellow background and green letters;
• yellow letters on a black background.

Some combinations of flowers unsuitable For outdoor advertising:

• black background and blue or purple letters;
• blue or purple background and black letters.

The combinations of colors are considered neutral:

• white background, blue letters;
• blue background and blue letters;
• blue background and purple letters.

Statistics show that perception is worsening in the following sequence (note that the order is usually reverse for advertising, as it is necessary to attract attention):

• black letters on yellow background
• black letters on a white background
• yellow letters on a black background
• white letters on a black background
• blue letters on a white background
• white letters on blue background
• blue letters on yellow background
• yellow letters on a blue background
• green letters on a white background
• white letters on a green background
• brown letters on a white background
• white letters on a brown background
• brown letters on a yellow background
• yellow letters on a brown background
• red letters on a white background
• white letters on a red background
• red letters on yellow background
• yellow letters on a red background

Aggressive and non-aggressive "color combinations

According to psychologists, there are "aggressive" and "non-aggressive" combinations of colors.

"Aggressive" combinations cause a surge of negative emotions from the consumer, and, as a result, a negative perception of information from an advertising poster.
For example, a poster advertising a double boiler on which red and black colors are applied will be remembered for a long time, but the desire to buy this technique will not cause.

Example The second: Ripe peach, depicted on a light background, looks very appetizing, and a dark background - will make him tasteless, despite his ripeness.

The "aggressive" combinations include: red, black, purple, brown.
Neutral colors: blue and white.

Always measure the results

I would like to draw your attention to the fact that it is necessary to test results from each advertising material.
It may sound a banality, but in most cases outdoor advertising does not work!
Before you order a stretching, billboard or other advertising, think about how you analyze its effectiveness.
Always consider advertising costs and what results it brought.
We trust measurements, how many visitors were in your store or office before and how much after. What percentage of them was converted to buyers.
Enter the elements of the deedlane, it greatly improves returns, for example.

Flowers are not a matter of essential. You can live without them, they acquire them not to meet the vital need, but solely on the call of the soul. It is good that in the culture of most countries, including our, does not prevail the idea that the gifts of flora are a luxury, which is not worth spending money. Traditionally, in Russia, flowers are considered a proven key to the heart of the lady; Great way to express respect for colleague, teacher, boss; Impeccable, always relevant gift and simply accessible at any time the opportunity to raise the mood for yourself, a loved one.

Russian flower market in numbers

According to the calculations of Global Research Consulting, the volume of the Russian flower market has already in 2015 amounted to 1.77 billion pieces of colors. However, the so-called "gray import" did not get into the field of view of the all-in-law statistics, as well as the plants grown in domestic individual farms. The official import is 82% of the domestic flower range. Main suppliers of fragrant beauty - Netherlands, China, Kenya, Israel, Ecuador, Zimbabwe, Colombia and Ethiopia.

Thus, our floral market in reality is much more significant than can be judged by official data, and Russia is among the largest consumers of flower products in the world.

The profitability of the local flower business in financial terms is still somewhat declining due to the weakening of the National Monetary Unit - in 2015 the volume of the market did not exceem two and a half billion dollars, decreasing by 27% compared with the previous 2014. Nevertheless, people will never stop buying flowers, even without sufficient funds. There is a reason for this, and buying a bouquet without any reason - a proven way to open the door to the holiday in your life. The consumer habits of Russians have changed noticeably: now it is not necessary to wait on February 23 or March 8, September 1 or anniversary: \u200b\u200bthe flowers began to give without binding to the event, but simply as a sign of pleasure and respect.

BUSINESSTAT analysts are sure: a temporary reduction of profitability is not a hindrance for sales growth. For 2019, experts predict the implementation of two and a half billion pieces of colors to Russian consumers.

If in 2010 the costs of one Russian on flowers were 808 rubles, in 2016 this amount increased almost twice as possible: up to 1529 rubles. According to forecasts, in 2017, every Russian will indicate the bouquets to 1713 rubles, in a year - 1919 rubles, and in 2019 - almost 2,200 rubles.

In pieces, the growth of flower consumption looks like this: In 2010, a resident of the Russian Federation bought an average of 11 color copies annually. In 2016 - 16 pieces, in 2017 - 18. It is assumed that in 2018 the Russian house will decorate for a year with eighteen flowers, and in 2019 - twenty.

Addresses and turnouts sale of flowers in the capital

The numerousness of flower shops is a consequence of high profitability of sales and a relatively small price of entering this business.

According to the studies of Eventus Consulting, the flowers in retail are most often selling in pavilions and stalls (70%). However, there was a tendency to increase the share of specialized stores. In some regions, stores accounted for 20%, and flower boutiques are included in large cities.

In Moscow, the main "meeting place" of sellers and buyers of the delicate goods is the Riga market, which supplies the owners of floral salons and small-winding intermediary traders serving the stalls of the bedrooms.

The dislocation of the flower shop directly affects its profitability. When analyzing the business card of the surrounding area of \u200b\u200bthe territory, you can predict a likely contingent of buyers. The most advantageous location of the flower saloon is the intersection point of active human streams. The presence of the entertainment center, school, supermarket is a reason for visiting the store is idle by walking curious living in the neighborhood. The presence of a number of business centers and enterprises will enrich the salon with a solid clientele that is capable of large orders on the eve of the national and corporate holidays.

Cyclical flower business

The cost of flowers for the consumer exceeds the purchasing price of two to three and a half times. This is on weekdays. On holidays numbers above. A check on a bouquet in the "Red Calendar Days" increases interest at ten, and sales grow at 8 - 10 times.
A stereotype on the maximum of trade turnover on the festive day of the eighth of March, when almost all representatives of the beautiful sex are gifted by the fragrant presents, not quite faithful. Most colors are sold on the eve, March 7th. If bouquets are designed to ladies-colleagues, school teachers or institutional teachers, they are awarded before weekend. Total to international Women's Day Muscovites buy approximately thirty million colors. Revenue these days are comparable to the income of traders for 3 - 4 ordinary months.
Valentine's Day is another holiday for florists when a bouquet or basket can be added with symbols: heart, soft toy and significantly raise the price.
The ninth of May, the colors (especially traditional red carnation) many institutions seek to honor veterans.
The first of September again gives sellers colors the opportunity to dramatically increase sales.

Role of signs for flower shops

Since the consumer choice is unlimited: the capital is saturated with flowers, the task of the shop signage is to attract the attention of a potential client, to lure it in this salon and push it to purchase.

Respectable flower shops work late, or even around the clock, after all, bouquets in a variety of cases are needed just closer to night, when the time of love dates, romantic dinners, theater prime minister comes. It is because of the frequent binding of the activity of the flower salon to twilight signboard without backlighting - money for the wind.

The sign of a flower store should unequivocally personify the products and allocate a trading point from among those located next to the institutions. She is obliged not to just inform about the product, but also to create an anticipation of the holiday. Often, in addition to letters, the sign contains floral images: to cause the appropriate associations.

1. Volumetric letters.
2. Logos.
3. Likeboxes.
4. Panel brackets.
5. Pillars.
6. Arrows.
7. Stickers on a shop window.
8. Printing products: booklets, postcards, flyers, flyers, business cards.

Volumetric letters - wide view of outdoor advertising, the most popular and efficient. Designed from such letters lettering "Flowers", "Flora", "Flowers for your beloved mother" and the like immediately give to understand what is rich in the store. The inscription can act as a single decorative accent and an informative source, but much more often it enters the composition collected from several types of outdoor advertising.

Our habitat in three-dimensional space was due to a granted fact that we see three-dimensional objects throwing the shadows around themselves. Human eye perceives 3D objects, not flat. That is why bulk fonts almost everywhere displaced their two-dimensional counterparts from the advertising help.

Types of volumetric letters

• not light;
• with internal straight luminescence;
• with internal glow straight and side;
• with open dynamic lighting LEDs on the front facade;
• with counter-side illumination from the back side (it can also be used for flat letters).

As a source of light, in most cases, LEDs are used, winning with a large margin of their obsolete predecessors (luminescent and neon lamps) in many indicators: economical consumption of electricity, shine brightness, work duration, safety, environmental friendliness, atmospheric resistance.

Likebox - light box with inner backlit LEDs.

Panel Bracket is one of the types of lightbox light box. It can be one-sided and bilateral. This design is attached to the wall or mast.

The pillar (in the surprise "Motion" or "Spotykach") is a portable compact mobile design, which is located on the sidewalk near the advertised object. It has information about the store and in most cases the guide arrow.

The role of a pillar for flower business is difficult to overestimate. The buyer is not obliged to wander in search of the store. When the trading point is located in the distance from transport and pedestrian arteries, it is necessary to take care of the signs. These are pillars and / or signs in the form of an arrow with the name and other information that lureed the pavilion of real buyers in the courtyard, planning to buy flowers.

The presence of a pillar allows you to influence human streams that existed before the opening of the colors store, and redirect people in the right direction. The same role is performed by the above-mentioned arrows on the walls of the houses, and they need to be placed competently: at points, noticeable to most passersby. With good-neighborly relations with the owners of the surrounding institutions that are not competitors (restaurants, stores of a different profile), you can place a pillar or pointer indoors of another businessman.

There is an option to go further along the way of cooperation and organize affiliate sales with representatives of related business, there are pillars and even product samples in beauty salons, clubs, restaurants, and agencies, interior design studios.

Stickers on the showcase - an additional focus on decorating the store. Vegetable and geometric ornaments, suitable lace patterns - distinctive feature Advertising floral salons. These elements are most often present on the windows glass, rhyme with the overall design of the design.

Printing products - business cards, postcards, flyers, flyers. This is an additional way to attract buyers by distributing products by promoters. The Printing Area includes and designed for drivers road advertising: information sheets on pillars, signing about the proximity of the store.

Printing products are widely used during the interior interconnection. The leaflet proposed by potential buyers, according to proven advertising work, includes:

1. Offer (OFFER) - some tempting trick for economical buyer: a promise of gifts, stricken old price.
2. Restriction (Deadline) - Buyer scare limit: or in time, or by quantity. Temporary restriction - information that the offer is beneficial for the price is laid in the framework of just a few days. Limit in quantity - a message that "inexpensive bouquets" remains less and less.
3. Call immediately act, that is, to buy research products (Call to Action).

The decoration of the leaflet is maintained in the overall style of the store design.

Our company takes into account all the above rules for optimizing the trading process, organizing advertising campaigns for their customers. Famous brands "Flower Row", "Flower. FRF", "Flo Fresh Flowers", "My Flowers" - among our contented customers.

Flower row

"Flower Row" - a network of floral supermarkets, existing since 2012, collaborating with proven suppliers. In Moscow, the number of round-the-clock network stores has reached thirty-eight, deployed in different areas.
Buyer using professional florists can make and decorate a unique bouquet according to their preferences. In addition to cut colors at low prices, due to wholesale purchases and optimized logistics, shops offer plants in vases, postcards, soft toys.
One of the priority directions of the brand is floristic compositions to the wedding ceremony. This is a newlywed bouquet, and the decoration of the banquet hall, and the floral compositions on the tables. You can order in the "Flower Row" not only wedding decoration, but also decorating the colors of any solemn event or holiday. Permanent buyers receive a discount card with 5% savings.
For registration of stores "Flower Row" We used the advantages of red, which is traditionally considered a symbol of love and passion. Red color in combination with contrasting white - "highlight" of salons. The design of the signboard necessarily emphasizes the 24-hour schedule of stores. The entrance to most outlets is decorated with giant stylized images of red, white and purple tulips, a wreath of surrounding doors. The logo of the network is a trolley in the style of "Provence", filled with multi-colored field and garden flowers, makes a brand recognizable from afar.

Colleysh.rf.

The trading network "Flowersh.rf" succeeds in the Moscow market for a decade for an overall. Flowers fall to the buyer in two ways: by delivery by the courier, the bouquet originated on the Internet selected from the range on the site (within the Moscow Ring Road), or methods of self-leveling from one of the twenty-three shop salons. Both the site and salons provide services around the clock. Qualified florists constitute elegant compositions, a bouquet can be supplemented with a soft toy, a postcard, souvenir.
For regular customers registered on the site, a storage system of discounts up to 30% is provided. Among the actual shares is a certificate as a gift when purchasing a bouquet of a haircut or manicure from a partner - the federal network "Point of Beauty".
Our company issued advertising products dispersed on the capital offline salons of the Telets.rf network. In signs used brand shades of the brand - gentle-lilac and white. Above the inscription with the name of the store, Logo is located: semicircle of stylized lilac chamomile.

Flo Fresh Flowers

FLO FRESH FLOWERS FLOWERS Network stores has been operating since 2007. Over the past time, it became the leader of the sale of fresh bouquets and flowers of the piece, ornamental accessories for the design of floristic compositions, soft toys and postcards. Specializes in round-the-clock delivery.
When making salons, we used the classic color combination of scarlet and white. The focus in the signboard was made on the first part of the name: Flo. The reason for the maximum increase in the font of this short word is enforced to facilitate the memorization of the brand name to potential buyers. Two other words - Fresh flowers (fresh flowers) - too long and incomprehensible to people who do not own english language. But Flo is a reduction from the Latin word Flora (a set of plants) - concise and chlesto. Red and white stickers on display cases in the form of elegant colors with long stems and butterflies were also widely used.

MY FLOWERS

The flower base "My Flowers" is present on the market since 2012. It supplies with a fragrant product not only wholesalers, but also acquiring retail. In the presence of the buyer, florists collect elegant inexpensive bouquets. The assortment is also copyright handmade gifts and home plants in vases.
Making this outlet, we used design developments, positively proven when designing signs of stores of a "floral row" stores. The entrance is decorated with the same bright curly design with large stylized tulips. This similarity ends: used other corporate colors - purple, ultramarin, white and rich pink. The logo in the form of a large flower is put on the bracket panel, and its reduced version in three copies is present on the sign over the volumetric letters.

The catchy and stylish design of flower shops, performed by our specialists, is the key to a good promotion and prosperity of the business. For the "recruitment" of buyers is the most important "Primanka" in the form of spectacular advertising performed by our specialists.

In order for advertising to bring the result in the form of profit and the number of customers, it should be the right color. Psychologists argue that a properly selected color calls for a person to action and challenges him. As for the shades of lighting, they affect the mood and should emphasize all the advantages of the goods offered, and hide the shortcomings.

Thanks to the psychological research, it was possible to find out that too weak lighting does not cause interest from a potential visitor and tiring his eyesight. Based on this, ordering a sign, it is necessary to pay due attention to the backlight and choose sources of bright light.

Color affects the perception of the weight of the goods offered, the room temperature and the estimate of the remoteness of the object. For example, orange, yellow and red colors visually increase the volume of the subject and bring it closer. Black, purple, blue and blue - visually reduce the subject and remove it. If you need to make a choice, it is better to consider these parameters.

The emotional state of man affects the color perception. Only in this way can be explained by the fact that the person on some colors thoroughly reacts, and another becomes indifferent. Such regularities of perception opened Max Lucher in the middle of the 20th century. As a result of the tests conducted, he managed to find out what colors form human emotions.

How to choose a background to sign a store?

In order not to make a mistake, it is necessary to study the semantics of the color well.

Red color Adjusts a person for determination and can cause a strong desire to make a certain act. He quickly attracts attention to himself and is able to fix the view of passersby on the sign. This color has a certain sexual subtext and it is necessary to adhere, especially if you are going to advertise products-oriented products. With red, the main thing is not to overdo it, because its excessive use is able to cause aggression and irritation for advertising.

Orange color Ensures optimism and causes a tide. In ancient times, he was considered the color of health and creativity. It is better to use it for designing a store signboard with children's goods or medicines.

Yellow Adjusts to communication and openness. It allows you to balance emotions and calm the spiritual excitement. Yellow is constantly using advertising and PR agencies in their signs, as well as travel firms.

Green color Removes all the sharpness of the experiences and has a relaxing effect on others. It is used to decorate advertising and signs of pharmacies, shops with water purifiers, health centers and environmental protection.

Pink color Strengthens feelings and makes a person more attentive to others. The range of application of this color is quite wide: from advertising of perfumery and ending with the services of marriage agencies and family centers.

Blue Adjusts to more sublime feelings, on friendly attachment and platonic love. This color personifies harmony and emphasizes the connection of man with the universe. The scope is not limited, the main thing is to correctly pick up other colors and shades.

Blue colour It helps to concentrate on the most important and several elements of blue will attract attention no less efficient than red. In addition, it is worth noting that blue does not cause aggression or negative emotions.

Purple It is a color of inner concentration, it helps to abstract from the external fuss. It has been scientifically proven that purple stimulates the work of the brain and contributes to the solution of creative tasks. Therefore, if your store or company offers a unique product, then this is the perfect color for the background.

Black color It helps to concentrate on solving an important task. Solitude and isolation from the surrounding world are associated with this color. It is extremely rare in print promotional products. As for signage, this is a universal solution for a modern and stylish background.

White It personifies openness and willingness to take all those they are. It does not bear any negative emotions, but if it is too much, it creates a feeling of neutrality. In the complex with white it is necessary to use bright accents that will emphasize the benefits of products.