For years, researchers have known that certain colors can evoke specific emotional responses. What's more, various hues have cultural connotations that can elicit different reactions or inferences based upon heritage and ethnicity. The question is whether these elements can be used in the content that you develop for your digital signage network to arouse a response.



In this article, we'll approach the topic of color usage in digital content by exploring customer preferences and the effects of specific tones. I'll explain the emotions that are commonly induced by red, blue, and other hues as well as the differences in cultural perceptions. Finally, I'll describe their true impact on generating a response.

Customer Preferences

Color is deeply ingrained within most people. Here in the U.S., it's a larger part of our culture than most people realize. For example, blue is often cited as the most popular while red evokes the most intense emotions (we'll talk about emotional responses below). The American flag, arguably one of the most widely-recognized and emotion-inciting emblems, is comprised of red, white, and blue; each is powerful on its own accord.

Customers have color preferences. They can influence moods, purchase decisions, and behaviors. But, the extent to which this influence can be leveraged through digital signage content is still unknown. Most customers have limited exposure to digital signs. That's why effective content that motivates action must be delivered in short spurts. Signage exists in an environment where much of its effect occurs within the first minute. That's usually not enough time to accurately measure the emotional impact of different tones.

Reds, Blues, And Other Hues

Even though the impact is undetermined, it's still worth noting how various hues affect people. Research has shown that red can increase a person's heart rate and stimulates faster, shorter breathing patterns. As I mentioned above, red evokes the most intense emotions. By contrast, blue has a calming effect on most people. It suggests dependability and resiliency.

Green, like blue, also has a calming effect; darker shades imply a conservative nature. Yellow is often misunderstood and as a result, misused in signage content. While it suggests optimism, it also increases frustration levels. While network operators might think yellow will attract the eyes, the effect on response can actually be damaging.

Noting Cultural Differences

Today, any business or high-traffic public area will attract members from several ethnic groups. While the cultural diversity in customer bases implies new marketing opportunities, it also makes it more difficult to use color in signage content. Cultures perceive colors differently. For example, red implies excitement for those in the west, while it has traditionally represented purity in India. Further, red indicates good fortune in China while signifying a time of mourning in South Africa.

Evoking An Emotional Response

All digital signage content should be developed to evoke an emotional response. That is the core of effective copywriting. While color can be used to enhance specific aspects of the content, it cannot be relied upon to persuade viewers to take a desired action. For example, consider a shoe store that is using digital signs in order to increase sales for a given pair of shoes. The content should be written carefully to persuade store visitors to make a buying decision. Various colors can be used to support that message based upon what we know about their psychological effect, but their impact is largely unknown.

This is the reason why digital signage content - and all marketing collateral - should focus on the core principles of copywriting. Those include attracting attention, building interest and desire, and designing a clear call to action.