How to Use Psychology in Your Sale Signage

Table of Contents
Color Psychology
▸The Color Red
▸Other Colors
Number Psychology
▸Dollar Sign
▸Bulk Offers

With winter fast approaching and your holiday sales starting soon, if they haven’t already, you may want to consider some of the psychology behind successful signage. How does color affect customers? What do numbers mean to consumers? These are questions to bear in mind when designing signage for your sales.

How Colors Affect Customers

Since signs are a visual form of advertising, colors play an integral role in the success of your sales. According to The Ultralinx, over 84% of people say that color is the main reason they buy something.¹ With this in mind, the color of your sale signage influences your customers decisions.

The Color Red

Generally, sale and clearance signs are in red, but why? A 2011 study found that grip strength and the velocity of the force increases when a person sees the color red.² The study concludes that red encourages a fast, physical reaction from individuals. Additionally, red conjures up feelings of urgency and can lead to an increased heart rate. With all these factors combined, red is the perfect color to entice shoppers into taking advantage of sales.

What About Other Colors?

Other colors evoke intrinsic reactions as well. Shades of blue instill a sense of trustworthiness and dependability, green hues show health and wealth, and yellows elicit positivity.³ Depending on your business, you may want to play with colors that are in-line with your brand and what you want to convey to your customers. While colors are the first thing consumers notice, what your signage says should further entice a sale.

The Numbers Matter

If you’re planning on adjusting prices for your holiday sales, you may want to consider the specific numbers used. Numbers play an important part in any marketing or advertising campaign, and your signage should reflect that value. Prices ending in 7, 8, or 99 indicate value according Mark Ellwood, who wrote “Bargain Fever: How to Shop in a Discounted World.” Items priced with “.99” generally advertise special savings while “7” or “8” are usually used for clearance items.⁴ The psychology behind “.99” comes from the idea that consumers tend to round down these numbers. For example, an item priced at $4.99 is perceived as $4 rather than $5. This plays into how your customers perceive the sales you launch during the holidays. Are your sales meant to convey value or that you are attempting to clear out your stock?

Dollars Signs Are Discouraged

In addition to how your sale prices end, you may want to reconsider including the dollar sign on your signage. Cornell University researchers conducted an experiment with customers of St. Andrew’s Cafe. They made three menus to test which one led to increased sales. One menu listed items with the dollar sign ($), one with the word “dollar” spelled out, and one with nothing next to the prices.

The study found that customers spent more money when they ordered from menus without the “$” or word “dollar.”⁵ The researchers concluded that the symbol or word solidified the idea that customers would be spending money whereas leaving them out meant the numbers were less concrete in the minds of the consumers.

Suggest Bulk Offers

Offering bulk discounts or sales touting savings for purchasing multiples of the same product is a tried-and-true marketing tactic. Buy one, get one has been around for decades, but advertising bigger can entice consumers to buy even more. John Gourville of Harvard Business School states “many people buy the amount, or buy in increments….”⁶ Consumers perceive an inherent value when a greater number of goods is suggested for the same proportionate deal. Including this method on your holiday signage can help increase sales and move more merchandise.

CustomSigns.com is your one-stop-shop destination for all your business signage needs. From sale banners to hours of operation signs, you can find and customize the signage your business needs to succeed.

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• Banner Design Tips

References:

1. The Ultralinx
2. National Center for Biotechnology Information
3. Shopify
4. Business Insider
5. Fast Company
6. New York Times