Choice of color for advertising sign. What background to choose for a store sign Combination of red and green sign

Color has ample opportunities to attract the attention of potential buyers. There are several researchers who have compiled a list of perfectly matching colors.

The so-called circle of natural colors Goethe claims that the following contrasting color combinations 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 purple

purple with green.

According to T. Koenig, the following color combinations are most preferred:

red with dark blue and green,

orange with sky blue, purple,

yellow with purple and blue,

green with purple

purple with orange.

Do not forget that individual colors on the sign must be contrasting enough so that a person can 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 accepted:

red with purple and purple,

orange with yellow and blue-green,

yellow with green

green with blue and orange,

purple with magenta and blue.

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

red, orange and yellow (warm) with black;

blue, blue, violet (cold) with white.

Among the features of color contrast are the following:

a light color, being next to a dark one, seems even lighter, and a dark one next to a light one seems darker;

red, in contact with green, seems more saturated;

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

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

Here are the main ones:

Red is considered the strongest color, it is associated with danger, but also with love, power, fire, war. Causes anxiety, dignity, passion.

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

Yellow - life, movement, work of thought. Cheerful, lively, a little disturbing.

Green - this color calms, neutralizes the contradictions between other colors. Green is a symbol of peace and tranquility. Gentle, soothing.

Blue is associated with serious, strict behavior. Distant, mysterious.

Violet is an expressive and solemn color, it emphasizes maturity. Important, mysterious, ceremonial.

As the old saying goes: "Meet by clothes." The store is also greeted by the clothes, or to be more precise, by the sign. Its main task is to attract as many customers as possible, to interest buyers. The sign must be conceptually and stylistically appropriate to the store: for example, grocery store signs will be effective if they cause hunger and food shopping, and clothing store signs should be stylistically appropriate to the store, it is better when a logo is used that immediately signals about company.

A sign for a store is the second advertisement, and it is very profitable, because you pay for such advertising once, and then it will work for you for several years, seven days a week, 24 hours a day, without days off, holidays and breaks for lunch.

Some statistics

The significance of the sign is also emphasized by statistics: according to the latest data, about 50% of the surveyed customers enter the store precisely because they were attracted by the sign. The figure is not so small, so it would be completely irrational to neglect the advertising sign. Interviewed customers also spoke about which sign attracts or does not attract them. Based on the answers, the statisticians prepared a report on how the company's sales level will increase in percentage terms when using a good sign. For example, an ordinary flat sign located on the facade of a building will increase sales by only 3%, while a sign that is made in the form of a free-standing structure will attract more customers and increase sales by 15%.

Effective shop sign

Many factors influence the effectiveness of a sign: here importance has a font, color, style solution, letter size, and lighting effects, thanks to which the name of the store will be visible at night or in poor visibility conditions. Luminous letters for signs are a very profitable option, which is preferred by many companies today. If any of these factors is not met, then the sign may turn out to be ineffective and not bring the desired effect in the form of a large number of customers.

Let's figure out which signs really work and bring a tangible effect to the store, and which ones do the opposite.

1. Font is one of the most important parameters that can make an advertising sign effective or ineffective. Try to choose fonts that are simple, easy to read, with harmonious line spacing and letter spacing (that is, not too large or too small).

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

   • e.g. for a grocery store simple options without serifs;
   • for law and law firms, classic options will be appropriate (you can use a serif font, but in this case it is extremely important to observe the letter spacing in order to avoid the “sticking together” effect);
   • but creative organizations (studios for organizing holidays, dance parlors, barbershops, etc.) can give preference to artistic fonts, but be careful with decorative elements - remember, the name should be clear and well readable.

   If the text on your sign consists of one sentence, then use the font of the same size, and if you have several lines, then the spacing between them should not exceed the size of the letters more than twice. Interesting options will be when the first line is made larger than the rest or in capital letters. When choosing a font of the same size for all lines, use the same letter spacing.

2. The size of the sign, proportions is another important parameter that affects the perception of your sign as a whole. The most optimal sizes are 1/3, ½, 3/5. By the way, the windows of houses in Western Europe are made exactly in such proportions - it looks very attractive and at the same time natural.
3. The color of the sign - this parameter should fully comply with the style and concept of the company: for example, you should not choose gloomy, gray tones for holiday organization salons, and bright, flashy shades will not be appropriate for administrative organizations. Choose a color according to the theme of your company. You should know that red is best perceived by the human eye, but it can also irritate, so it should be used with caution.

   It is worth mentioning the compatibility of colors. In order for the sign to look harmonious and whole, it is worth choosing a single color scheme for it - colors that will look attractive together. Here are some working effective "color sets" (bright base shades):

   • white, red, green;
   • white, green, yellow;
   • white, red, purple;
   • red, yellow, purple;
   • yellow, white, red.
4. The features of volumetric letters are an interesting and profitable option that can be used as an advertising sign for a store. You need to know that if you choose three-dimensional metal letters for a sign, you should not make both the front and side of the letters of the same color - this will lead to the fact that they merge, and at a long distance the sign will be difficult to read, especially for those who will look at her from the side. In case you want to stay in the same color scheme and stick to the same color in the sign, make the sides of the letters darker than the front. This will allow you to kill two birds with one stone: the color scheme will be the same, and the letters will be clearly visible even from a great distance. To solve this problem (readability of letters of the same color), you can also use backlighting. Luminous letters for a sign are a profitable option for a clothing, cosmetics, technology store, as well as for a food store.
5. Be sure to take into account the environment of the store - which signs are located nearby, how they work, with the help of what parameters they attract customers. If there are several signs around, made in bright red colors with backlighting, then it is hardly worth choosing this option, even if red is the most eye-catching color. IN this case you will get the exact opposite effect.

Several options for a bad sign, or what not to choose

Legislative settlement

It is worth remembering that any sign will need to be regulated by law, namely, to register with the relevant authorities. This is a long and laborious process, so it will be beneficial to immediately agree on everything with an advertising agency, where you order the sign. You can register the sign yourself, but it may take you longer.

You can order effective signboards for shops in our Green Light company. We can offer you three-dimensional metal letters and other options. Find out all the details by phone or on the official website.

Thanks to it, the maximum effect is achieved - a product, product or service does not go unnoticed.

This psychological technique positive action on a future potential client or buyer of the advertised products.

Advertising, executed qualitatively and professionally, must have catchy color picture, catchy font and text. Only then can certain success be achieved. Advertising objects can be in the form of a sign or poster, poster or billboard. For this, light installations are also used, which are placed on the corners of buildings, on sidewalks, along the road. In evening time overlook such advertising very difficult.

In order for a sign to be remembered, it must:

• have a bright font color
• should be easy to read
• be original
• stand out from the crowd

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

Very strong influence affects the psychology of a future potential client color combination letters and the main background of the poster.

As an example:

• the background of the poster is green and the letters are white;
• yellow background and green letters;
• yellow letters on a black background.

Some color combinations unsuitable for outdoor advertising:

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

Color combinations are considered neutral:

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

Statistics show that perception worsens in the following sequence (note that for advertising, the order is usually reversed, as attention must be drawn):

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

Aggressive and non-aggressive" color combinations

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

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

Example two: a ripe peach, depicted on a light background, looks very appetizing, and a dark background will make it tasteless, despite its ripeness.

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

Always Measure Results

I would like to draw your attention to the fact that it is imperative to test the results from each advertising material.
It may sound trite, but in most cases outdoor advertising DOES NOT WORK!
Before ordering a banner, billboard or other advertisement, think about how you will analyze its effectiveness.
Always consider the cost of advertising and what results it has brought.
We tritely take measurements of how many visitors there were to your store or office before and how many after. What percentage of them converted into buyers.
Introduce deadline elements, this greatly increases the return, for example.

Flowers are not an essential item. You can live without them, they are acquired not to satisfy a vital need, but solely at the call of the soul. It is good that the culture of most countries, including ours, is not dominated by the idea that the gifts of flora are a luxury that is not worth spending money on. Traditionally in Russia, flowers are considered a proven key to a lady's heart; a great way to express respect to a colleague, teacher, boss; an impeccable, always appropriate gift and simply an opportunity available at any time to cheer up yourself, your loved one.

Russian flower market in numbers

According to estimates by Global Research Consulting, the volume of the Russian flower market already in 2015 amounted to 1.77 billion flowers. However, the so-called “gray imports”, as well as plants grown in domestic individual farms, did not fall into the field of view of omniscient statistics. Official imports account for 82% of the domestic flower assortment. The main suppliers of fragrant beauty are the Netherlands, China, Kenya, Israel, Ecuador, Zimbabwe, Colombia and Ethiopia.

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

The profitability of the local flower business in financial terms is still somewhat reduced due to the weakening of the national currency - in 2015 the market volume slightly exceeded two and a half billion dollars, having decreased by 27% compared to the previous 2014. However, people will never stop buying flowers even without sufficient funds. There is a reason for this, and buying a bouquet without any reason is a proven way to open the door to the holiday in your life. The consumer habits of Russians have noticeably changed: now there is no need to wait for February 23 or March 8, September 1 or an anniversary: ​​they began to give flowers without reference to the event, but simply as a sign of affection and respect.

BusinesStat analysts are confident that a temporary decrease in profitability is not an obstacle to sales growth. For 2019, experts predict the sale of two and a half billion flowers to Russian consumers.

If in 2010 the cost of one Russian for flowers was 808 rubles, in 2016 this amount almost doubled to 1529 rubles. According to forecasts, in 2017, each Russian will approximately spend up to 1,713 rubles on bouquets, in a year - 1,919 rubles, and in 2019 - almost 2,200 rubles.

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

Addresses and turnouts of flower sales in the capital

The large number of flower shops is a consequence of the high profitability of sales and the relatively low cost of entering this business.

According to research by Eventus Consulting, retail flowers are most often sold in pavilions and stalls (70%). However, there is a tendency to increase the share of specialized stores. In some regions, shops account for 20%, and in large cities, flower boutiques are becoming fashionable.

In Moscow, the main "meeting place" for sellers and buyers of delicate goods is the Riga market, which supplies the owners of floristic salons and small-scale intermediary wholesalers serving the stalls of sleeping areas.

The location of a flower shop directly affects its profitability. When analyzing a business map of the territory surrounding the outlet, it is possible to predict the probable contingent of buyers. The most advantageous location of the flower shop is the intersection point of active human flows. The presence of an entertainment center, a school, a supermarket nearby is an occasion for visiting the store by idle curious people living in the neighborhood. The presence of business centers and enterprises nearby will enrich the salon with a solid clientele capable of large orders on the eve of national and corporate holidays.

The cycle of the flower business

The cost of flowers for the consumer exceeds the purchase price by two to three and a half times. This is on weekdays. The number is higher on holidays. A check for a bouquet on the “red days of the calendar” increases by ten percent, and sales grow by 8-10 times.
The stereotype about the maximum turnover on the holiday of March 8, when almost all the fair sex is presented with fragrant presents, is not entirely true. Most flowers are sold the day before, March 7th. If the bouquets are intended for ladies-colleagues, school teachers or institute teachers, they are handed over before the weekend. Total to International women's day Muscovites buy about thirty million flowers. The revenue these days is comparable to the income of traders for 3-4 regular months.
Valentine's Day is another holiday for florists, when a bouquet or a basket can be supplemented with symbols: a heart, a soft toy and a significant price increase.
On May 9th, with flowers (especially the traditional red carnation), many institutions seek to honor veterans.
The first of September again gives flower sellers the opportunity to boost their sales dramatically.

The role of signage for flower shops

Since the consumer has an unlimited choice: the capital is full of flowers, the task of a store sign is to attract the attention of a potential client, lure him to this salon and push him to buy.

Respectable flower shops work until late, or even around the clock, because in many cases bouquets are needed just closer to the night, when it's time for love dates, romantic dinners, theatrical premieres. It is precisely because of the frequent binding of the activities of a flower salon to twilight that a sign without illumination is money down the drain.

The sign of a flower shop should unambiguously personify the products and distinguish the outlet from among the establishments located in the neighborhood. She is obliged not only to inform about the product, but also to create an anticipation of the holiday. Often, in addition to letters, a signboard contains floral images: to evoke appropriate associations.

1. Volumetric letters.
2. Logos.
3. Lightboxes.
4. Panel-brackets.
5. Pillars.
6. Arrows.
7. Window stickers.
8. Printing products: booklets, postcards, leaflets, flyers, business cards.

VOLUMETRIC LETTERS - a widely encountered type of outdoor advertising, the most popular and effective. The inscriptions “Flowers”, “Flora”, “Flowers for beloved mother” and the like, constructed from such letters, immediately make it clear what the store is rich in. The inscription can act as the only decorative accent and an informative source, but more often it is included in a composition assembled from several types of outdoor advertising.

Our habitation in three-dimensional space is due to the fact that we see three-dimensional objects around us that cast shadows. The human eye perceives 3D objects better than flat ones. That is why three-dimensional fonts have almost universally replaced their two-dimensional counterparts from advertising use.

Types of three-dimensional letters

• not light;
• with internal direct glow;
• with internal glow direct and side;
• with open dynamic illumination by LEDs on the front facade;
• with backlighting from the back (can also be used for flat letters).

In most cases, LEDs are used as a light source, which by a wide margin outperform their outdated predecessors (fluorescent and neon lamps) in many respects: economical consumption of electricity, brightness of the glow, duration of operation, safety, environmental friendliness, resistance to atmospheric phenomena.

LIGHTBOX - a light box with internal illumination by LEDs.

PANEL-BRACKET - one of the types of light box lightbox. It can be unilateral and bilateral. This design is attached to a wall or mast.

STENDER (colloquially "passing by" or "spotykach") is a portable compact mobile structure, which is placed on the sidewalk near the advertised object. It contains information about the store and in most cases a guide arrow.

The role of the pavement sign for the flower business can hardly be overestimated. The buyer is not required to wander in search of a store. When the outlet is located far from transport and pedestrian arteries, you should definitely take care of the signs. These are pavement signs and / or arrow-shaped signs with the name and other information that will lure real buyers who are planning to buy flowers into the pavilion lurking in the yard.

The presence of a pavement sign allows you to influence the human flows that existed before the opening of the flower shop, and redirect people in the right direction. The same role is played by the mentioned arrows on the walls of houses, and they must be placed correctly: at points visible to most passers-by. With good neighborly relations with the owners of neighboring establishments that are not competitors (restaurants, shops of a different profile), you can place a pillar or sign in the premises of another businessman.

There is an option to go further along the path of cooperation and organize partner sales with representatives of related businesses, placing pillars and even product samples in beauty salons, clubs, restaurants, event agencies, and interior design studios.

STICKERS ON THE SHOW WINDOW - an additional accent in decorating the store. Floral and geometric ornaments, ornate lace patterns - distinguishing feature advertisements for flower shops. These elements are most often present on display glass, rhyming with the overall design style.

POLYGRAPHIC PRODUCTS - business cards, postcards, leaflets, flyers. This is an additional way to attract buyers through the distribution of products by promoters. The printing area also includes road advertising designed for drivers: information leaflets on poles signaling the proximity of the store.

Printing products are widely used during the salon promotions. The leaflet offered to potential buyers, according to proven advertising practices, includes:

1. Offer (offer) - some tempting trick for the economical buyer: the promise of gifts, the old price crossed out.
2. Limitation (deadline) - the buyer is frightened by limitation: either in time or in quantity. Time limit - information that the best price offer is within the framework of just a few days. Quantity limit - the message that there are fewer and fewer "inexpensive bouquets" left.
3. A call to act immediately, that is, to buy promotional products (call to action).

The artwork of the leaflet is maintained in the general style of the store design.

Our company takes into account all the above rules for optimizing the trading process when organizing advertising campaigns for our clients. Well-known brands "Flower Ryad", "Tsvetysh.RF", "Flo Fresh Flowers", "My Flowers" are among our satisfied customers.

FLOWER ROW

"Flower Row" is a chain of flower supermarkets that has existed since 2012, cooperating with trusted suppliers. In Moscow, the number of 24-hour chain stores has reached thirty-eight, located in different districts.
The buyer, with the help of professional florists, can compose and decorate a unique bouquet according to his preferences. In addition to cut flowers at low prices due to bulk purchases and optimized logistics, the stores offer potted plants, postcards, soft toys.
One of the brand's priorities is floral compositions for the wedding ceremony. This is a bouquet of the newlywed, and decoration of the banquet hall, and flower arrangements on the tables. You can order in the "Flower Row" not only Wedding decoration, but also decorating with flowers of any solemn event or holiday. Regular customers receive a discount card with 5% savings.
To design the stores of the Flower Ryad chain, we used the advantages of red, which is traditionally considered a symbol of love and passion. Red color in combination with contrasting white is the highlight of the salons. The design of the sign necessarily emphasizes the 24-hour opening hours of the shops. The entrance to most outlets is adorned with giant stylized images of red, white and purple tulips wreathed around the doors. The chain's logo - a Provence-style trolley filled with multi-colored field and garden flowers, makes the brand recognizable from afar.

TSVETYSH.RF

The trading network "Tsvetysh.RF" has been successful in the Moscow market for a whole decade. Flowers get to the buyer in two ways: by courier delivery of a bouquet ordered on the Internet, selected from the assortment on the site (within the Moscow Ring Road for free), or by self-delivery methods from one of the twenty-three salons of the city. Both the site and the salons provide services around the clock. Qualified florists make elegant compositions, the bouquet can be supplemented with a soft toy, a postcard, a souvenir.
For regular customers who have registered on the site, a cumulative system of discounts up to 30% is provided. Among the current promotions is a certificate as a gift when purchasing a bouquet for a haircut or manicure from a partner - the federal network Beauty Point.
Our company designed the offline stores of the Tsvetysh.RF network dispersed throughout the capital with advertising products. Signboards use the brand's signature colors - pale lilac and white. Above the inscription with the name of the store, like a rising sun, there is a logo: a semicircle of a stylized lilac chamomile.

FLO FRESH FLOWERS

The Flo Fresh Flowers chain of flower shops has been operating since 2007. Over the past time, she has become the leader in sales of fresh bouquets and flowers by the piece, decorative accessories for decorating floristic compositions, soft toys and postcards. Specializes in 24/7 delivery.
When decorating the salons, we used the classic color combination of scarlet and white. The emphasis in the sign was placed on the first part of the name: Flo. The reason for making this short word as large as possible is to make it easier for potential buyers to remember the brand name. The other two words - Fresh Flowers (fresh flowers) - are too long and incomprehensible to people who do not speak English language. But Flo - an abbreviation for the Latin word Flora (a set of plants) - is concise and biting. Red and white shop window decals in the form of graceful flowers with long stems and butterflies were also widely used.

MY FLOWERS

The flower base "My Flowers" has been on the market since 2012. It supplies fragrant goods not only to wholesalers, but also to retailers. In the presence of the buyer, florists collect elegant inexpensive bouquets. The range also includes handmade author's gifts and houseplants in flowerpots.
When designing this point of sale, we used design developments that have proven themselves in the design of signboards for the Flower Ryad stores. The entrance is decorated with the same bright figured design with large stylized tulips. This is where the similarity ends: other corporate colors are used - purple, ultramarine, white and rich pink. The logo in the form of a large flower is placed on the panel-bracket, and its reduced version in three copies is present on the signboard above the three-dimensional letters.

Catchy and stylish design of flower shops, made by our specialists, is the key to successful promotion and prosperity of the business. For the "recruitment" of buyers, the most important thing is the "bait" in the form of a spectacular advertisement made by our specialists.

In order for advertising to bring results in the form of increased profits and the number of customers, it must be in the right color. Psychologists say that the right color calls 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 proposed product, and hide the shortcomings.

Thanks to psychological research, it was possible to find out that too low lighting does not arouse the interest of a potential visitor and tires his eyesight. Based on this, when 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 proposed product, the temperature of the room and the assessment of the distance of the object. For example, orange, yellow and red colors visually increase the volume of the object and bring it closer. Black, purple, blue and cyan - visually reduce the subject and move it away. If you need to make a choice, then it is better to take these parameters into account.

The emotional state of a person also affects the perception of color. Only in this way can one explain the fact that a person reacts violently to some colors, and becomes indifferent to others. Such patterns of perception were discovered by Max Luscher in the middle of the 20th century. As a result of the tests, he was able to find out that colors form human emotions.

How to choose a background for a shop sign?

In order not to be mistaken, it is necessary to study the semantics of color well.

Red color sets a person to decisiveness and can cause a strong desire to perform a certain act. It quickly attracts attention and is able to fix the eyes of passers-by on the sign. This color has a certain sexual connotation and should be taken into account, especially if you are going to advertise products aimed at men. With red, the main thing is not to overdo it, because its excessive use can cause aggression and irritation on the subject of advertising.

Orange color personifies optimism and causes a surge of strength. In ancient times, it was considered the color of health and creativity. It is better to use it to decorate the background of a store sign with children's goods or medicines.

Yellow promotes communication and openness. It allows you to balance emotions and calm emotional excitement. Yellow color is constantly used in their signs by advertising and PR agencies, as well as travel companies.

Green color relieves all the severity of experiences and has a relaxing effect on others. It is used to design advertisements and signs for pharmacies, shops with water treatment systems, health and environmental centers.

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

Blue adjusts to more elevated feelings, to friendly affection and platonic love. This color represents harmony and emphasizes the connection of man with the universe. The scope is not limited, the main thing is to choose the right colors and shades.

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

Purple is the color of internal concentration, it helps to abstract from external fuss. Purple has been scientifically proven to stimulate the brain and help solve creative problems. Therefore, if your store or company offers a unique product, then this is the perfect color for the background.

Black color helps you focus on the important task. This color is associated with loneliness and isolation from the outside world. It is rarely used in print advertising. When it comes to signage, this is a one-stop solution for a modern and stylish backdrop.

White personifies openness and willingness to accept everyone as they are. It does not carry any negative emotions, but if there is too much of it, then a feeling of neutrality is created. In combination with white, it is necessary to use bright accents that will emphasize the benefits of the product.