Colors play a large role in the effectiveness of a company’s tabletop displays, brochures, and other print materials. In this article, I will share how the psychology of colors affects your marketing and branding, to help you design a display table or booth that people want to visit.
In the article, I will share how the psychology of colors affects your marketing and branding. And to help you design colors in tabletop displays, or vendor booths, that people will want to visit. The colorful image below is an event poster in our 11″ x 17″ Easel Back Sign Holder Display.
According to research from the Color Marketing Group, “color increases brand recognition by up to 80 percent.” Why? Color reaches our deepest instincts and elicits our most basic emotions. Your emotions, in turn, help drive decision-making. Color provokes emotions, emotions drive decisions, and decisions determine whether someone stops at your table or keeps walking.
Furthermore, Dr Liraz Margalit, PhD, the Customer Experience Psychologist at ClickTale, says ” People don’t buy products or services — They buy emotions! Visitors are more likely to add products to their cart when their emotional process takes control. Therefore, they are directed more by the mood evoking ‘How It Feels’ rather than ‘Is It Worth It.”
By selecting the ideal colors for printed marketing materials, you can improve the effectiveness of your marketing campaign. When doing so, take into account the opposite effect too. Selecting the wrong colors might drive away potential customers. So, select your colors carefully while designing literature for tabletop displays, brochure holders, and signage.
Using Specific Colors in Promotional Print Materials
Here are some tips on how different colors provoke emotional responses and how to encourage passers-by to stop at your table and learn what your product is all about. Low glare Sign Holders by Hutchco will proudly set your colorful table displays apart from the crowd.
RED Instantly Grabs Attention in Every Display
- A touch of red in a trade show booth can catch and focus attention instantly. Warm, exciting, and eye-catching, VeryWellMind noted that “Red is often used to grab attention and create excitement, particularly in advertising signage.”
- Be careful about using too much red, though. Used in excess, it can generate anxiety and a sense of urgency, just like brake lights and firetrucks. Use it as an attention-getting accent in your trade show booth, and you’ll notice how people’s eyes tend to land on it. Place the red accent where you want visitors to start their visual journey!
- When you want to tone the red down, a spot of complementary green, close to the red, does the job. Complementary colors are those opposite each other on the color wheel, such as illustrated in CopicMarkerTutorials.
ORANGE is Offbeat and Fun
- Think of picking an orange from a fruit basket: juicy, flavorful, and packed with energy. As with red, this color is an attention-getter, but used to bring out a response. Place a touch of orange where you would like to elicit an action. You might add an orange arrow to a sign to encourage visitors to try out a product or sign up for a raffle.
- Remember that orange, a combination of red and yellow, is another warm color and likewise, provokes mixed messages. The orange Home Depot “Let’s Do This!” campaign branding provokes an energetic attitude that’s not out of reach. Similar to the traffic barrel drums orange “warning” that is so important to the construction industry.
- You can use orange with blue, its complement, to keep it under control. Have you noticed that both Sunkist and Fanta use shades of blue to tame down their primarily orange soft drink branding?
Table Displays with Vibrant Energetic YELLOW Says “Look Here!”
- Another bold color, yellow, provokes a vibrant, energetic sensation. That might have something to do with why Post-It Notes’ canary yellow has become an office standard. In excess, however, it too says,”caution.” Just like the other warm hues, yellow is best used as an accent color.
- Because it is such a powerful color, add a bit of yellow to your brochures to get attention, but use it with moderation in your display area. you can always cool down yellow accents with a complementary blue background. The energy of yellow contrasts nicely with the calming effect of blue.
Think GREEN! With “Eco-Friendly” Displays
- The color green in a marketing display brings about a feeling of growth and health. Derived from two primary colors, a warm yellow and a cool blue, it emanates harmony. Think: Starbucks and Whole Foods Market. Another benefit of using tabletop displays by Hutchco — All the cardboard in our easel back sign holders is manufactured with 100% recycled paperboard.
- You can use green with a fair amount of liberty in your marketing display designs. Warm and inviting, it’s perfect for promoting environmentally friendly products and systems. You won’t need to worry about toning down this color choice, but it does a nice job of taming orange accents.
BLUE says, “Trust me. I’m cool.”
- Ever notice how a day on the lake, with blue sky above and blue water below, makes for a great weekend? Trustworthy, professional, and secure, blue is a cool color that adds a sense of refreshing honesty and authority to flyers, brochures, and booth decor. Use it to invite customers in, to feel at ease, and step up and take a free sample.
- Blue can also provoke a sensation of coolness, and you may try to warm it up with warming orange, or red, accents.
PURPLE for Royalty or Mystery
- Tabletop displays containing purple in their print materials can tie your display booth’s image to royal abundance, wealth, and even mystery. A combination of the warmth of red and the cool of blue, you can take advantage of the color purple to emphasize a creative or eccentric element of your display.
- Hallmark often uses their purple logo color with its complement, a golden yellow, for an effective, rich look toward the creativity of their products. You can use purple to engage your table’s younger visitors, who are fascinated with exploring the mysteries and unknown aspects of life. Whether you’re offering games or fashion accessories, the color will reach the eye of adolescents.
BROWN is Naturally Neutral
- Earthy and natural, viewers will likely perceive a basically brown tabletop display message as solid, dependable, and reliable. Like green, it’s an excellent choice for ecologically-friendly products and services. And its tone of honesty and neutrality make the use of brown an excellent choice for informational tabletop signs.
- Composed of three primary colors, red, yellow, and blue, brown is balanced and complete. Like green, we are naturally accustomed to seeing it in abundance, so brown works well for background color as well as product display stands. It provides a relatively neutral and comforting sensation without distracting from your products themselves.
Get Serious or Mysterious with BLACK
- Powerful, elegant, formal, and mysterious, black goes well with nearly anything and works with nearly any branding style. Nothing reads more easily than black on a white background, and nothing speaks more authoritatively. It’s an excellent font color for any of your light backgrounds, or white tabletop signs.
- Tabletop Displays by HUTCHCO set on a black table cover will really stand out. Use black sparingly in the print material that you add to brochure holders and easel back sign displays. It can overwhelm lighter colors, but for text and defining shapes or adding shadows to images, it’s unbeatable.
For Bright, Simple Tabletop Displays, Use WHITE
- Opposite from black, white also goes with any of the colors. It’s neutral, safe, pure, and clean.
- White’s neutrality, along with its clean appearance, make it an excellent background element for your tabletop displays. A display area dominated by white is easy to visually scan and looks organized.
Tones and Everything Else
All the rest of the colors come from mixtures of the above. Products and services oriented toward women will often use a lighter version of purple —which is pink. And marketers aim for their male audiences with variations of blue and muted tones of all colors.
Metallics, such as gold, silver, and copper, also have their place in tabletop displays as highlights and accents. Try adding handwritten details to printed tabletop signs using a metallic colored marker for a bold personalized touch.
Show Your Colors by Choosing the Right Tabletop Display
Once you’ve established the colors you want to use in your signs and brochures, you need to find the right sign holder display stands and countertop brochure holders. HUTCHCO has the right size frames and stand up displays for your tabletop, or vendor booth. Have fun selecting the color combinations for your display designs, and watch how people react to them!