It’s A Sign To…
Building meaningful connections through branding
Walking down a high street today can almost be an overload on the senses with brands flinging their logos into our faces and phone screens. It is therefore important to understand the key ways signage can help companies stand out from the crowd, as John Davies, managing director at FASTSIGNS UK, explains.
I
n today’s modern world, consumers are inundated with digital distractions. A single
glance up at a row of businesses or adverts can make or break their perceptions of brands. Signage goes beyond decoration; it’s a
strategic tool for attracting, retaining, and influencing customers. The right signage can spark curiosity, communicate trust, and guide people through spaces. But what drives powerful impressions, and how can attention be turned into meaningful engagement?
Visual branding psychology At the heart of visual branding is psychology; the shape, colour, and design of a brand’s signage often decide whether a passerby will feel interested. This is where branding becomes both an art and a science, with every design choice carrying weight, from font style and logo placement to colour palette. Research shows that colours can
trigger specific psychological reactions; for example, blue is often associated with trust and tranquillity, whereas green signals growth, health, and sustainability. In fact, colour can account for up to 90% of an individual’s first impression, making it one of the most influential aspects of visual branding.
Shaping decisions and trust Well-designed signage helps people navigate spaces effortlessly, reducing stress and creating a sense of control and comfort. In retail and hospitality, for example, this can directly influence customer decisions. Clear, thoughtfully designed signage
reduces friction, builds confidence, and strengthens brand recall. Why? Because customers remember brands that make their lives easier and more pleasant, often long after the initial encounter. A brand with well-thought-out signage signals reliability, whereas
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cluttered or poorly designed signage can subconsciously create doubt or hesitation. For example, FASTSIGNS York
worked to implement a modern signage system at Station House Vets that maintained the practice’s historic teal and maroon palette. The dominant colour chosen was teal, as it is often associated with clinical cleanliness, helping to reassure clients of the quality of care. Maroon was retained as a complementary accent, honouring the practice’s heritage and long-standing customer relationships. Consistency across colours, fonts
and messaging can further strengthen recognition and build trust over time, turning fleeting impressions into lasting loyalty.
Designing for wellbeing Modern branding strategies increasingly incorporate environmental psychology, using elements such as living walls, natural light, and calming textures to create spaces that nurture mental and emotional health. The refurbishment of the Children’s
Radiotherapy Department at St James’s Hospital is a good example. Supported by Candlelighters, the space was transformed into a bright, engaging environment with a teenage chillout area and recovery room. FASTSIGNS Leeds contributed
bespoke signage that helped bring the new look and feel to life – adding clarity, comfort, and warmth throughout the department. Thoughtfully chosen colours,
illustrations and materials can significantly shape how patients experience healthcare spaces. Calming visual cues help reduce anxiety, while clear, intuitive wayfinding supports a sense of ease during what can be an overwhelming time. We’ve helped businesses bring natural materials into their signage, creating
Signage created by FASTSIGNS York
spaces that feel more welcoming and grounded. Studies show these elements can boost concentration and reduce stress, making the experience more enjoyable for customers and leaving a lasting positive impression of the brand.
Turning first impressions into lasting connections Ultimately, effective signage allows a brand to speak directly to an audience without using words, engaging emotions, guiding decisions, and shaping perceptions. When executed thoughtfully, signage creates moments of delight that linger, turning brief encounters into meaningful relationships. In a world where attention spans are
shrinking and visual noise is omnipresent, the stakes for first impressions have never been higher – and at FASTSIGNS UK, we’re seeing the desire to capture attention become a big part of the briefs we receive from customers. Brands which invest in visually
inspiring, psychologically informed signage are not only more likely to capture attention, they’re also more likely to create connections that endure. From colour choices that evoke
trust, to design elements that promote wellbeing, every aspect of a sign contributes to a brand’s story and its ability to resonate. By understanding the psychology
of visual branding, prioritising clarity, trust and considering the audience’s well-being, brands can transform a few fleeting seconds into a lasting impression.
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