GRAPHICS PRO

December '21

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1 2 G R A P H I C S P R O D E C E M B E R 2 0 2 1 G R A PH I C S - PR O.C O M S I G N A G E & P R I N T I N G S I G N D E S I G N | M A T T C H A R B O N E A U L et's pretend there was an apart- ment complex that wanted to market strictly to the street bik- er Harley Davidson motorcycle lov- ing crowd. What do you think the identity of the property might look like? Would the signage reflect the HD style, shape, color, form, and ap- pearance or would it be designed with more of a Care Bear theme with lots of bright greens and baby blue tones with clouds, rainbows, unicorns and of course, lots and lots of sprinkles! With tongue firmly planted in my cheek, you can imagine that this col- or theme for the signage would not attract that demographic at all. In fact, it would most likely push away the Harley lover who wants to live in a community of other folks with the same love of HD as they have. Sign style and design, as well as the materials used with certain colors, can make a huge difference on which demographic is noticing the property. In considering the look and feel of the property, as well as their signage, you are now no longer selling signs — you are provid- ing a visually identifiable and recog- nizable solution to their marketing challenges by helping them establish a very targeted visual identity. First, let me say I am not a for- mally trained psychologist, or psy- chiatrist; however, being a sign guy since 1985 does give me a unique perspective on how signage, de- sign, style, colors, and materials can have a fairly predictable ef- fect on the viewers behavior and actions. I call this "design phishing" and much like spammers do when they phish through social feeds and try to hook someone into clicking on their bait, signage has the same power to reach out and grab someone's atten- THE PSYCHOLOGY OF SIGN DESIGN REACHING THE RIGHT DEMOGRAPHIC FOR APARTMENTS AND CONDOMINIUMS continued on page 16 Again, staying in the grayscale realm, the use of fonts makes a 100% difference in the look, feel, and emotion of the layout. ven with the silly to accent, the font carries the layout ecause it is signicant and recogniale to the arley lover's demographic. like to work in grayscale rst, allowing the designs strengths to carry the layout and not colors. es, this is an eagger- ated eamle. guess you could say that fonts and colors are critical if you want the sign to seak to the target demo- graphic — without scaring them away. (All images courtesy Matt Charboneau) like to work in grayscale rst, allowing the designs strengths to carry the layout and not colors. es, this is an eagger- like to work in grayscale rst, allowing the designs strengths to carry the layout and not colors. es, this is an eagger- like to work in grayscale rst, allowing the designs strengths to carry the layout and not colors. es, this is an eagger

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