Persuasion Basics in Signage

The art of persuasion is one of the key elements of successful advertising, and it can also be applied to signage with excellent results. The right choice of words and phrases can evoke an emotional response in viewers and their purchasing decisions.

In this article, we'll explore the role of persuasive wording in commercial signage, considering the reasons why it works and some practical strategies for crafting compelling messages.

Studies have shown that certain words and phrases activate the areas of the brain associated with decision-making and motivation. It’s said that 85% of purchasing decisions stem from unconscious motivations.

For example, words that convey scarcity or exclusivity activate the brain's reward system, prompting a sense of urgency and desire to immediately buy a specific product or service.

Another example comes from social proof and testimonials. These carry a strong power of persuasion since they tap into the human tendency to conform in order to be accepted.

Signage is the ideal medium for implementing a persuasive sales and marketing strategy. The impact of visual input combined with compelling words can be very effective in driving customer behaviour for the following reasons.

1. Emotional triggers

Words like "exclusive," "limited-time offer," and "sale" trigger a sense of urgency and scarcity to avoid missing out on a good deal. Studies show that nearly 60% of people make purchases in reaction to FOMO.

Signage that appeals to the human desire for comfort is also effective. Phrases such as "indulge in" or "treat yourself" elicit positive emotional responses and prompt immediate action.

2. Social influence

Testimonials, reviews, or endorsements by influential people can be added to signage to build credibility and to reassure customers of the product’s quality and popularity.

Words like "best-selling," "top-rated," or "recommended by" leverage the power of social influence, connecting customers' desire to make socially acceptable choices.

3. Benefits-oriented language

Persuasive signage directs the viewer’s attention to a product or service's benefits. Benefits-oriented wording resonates strongly with customers because it addresses their deepest needs and aspirations.

Phrases like "achieve your goals," "transform your life," or "unlock your potential" highlight positive outcomes and inspire customers to take action.

Considering the above, we examine some practical strategies for crafting signage messages that persuade and influence customer behaviour.

1. Power words

Persuasive words like "new," "save," "free," or "instantly” communicate the value of a product or service quickly. Their effectiveness depends on how well they align with your customers’ innate desires (e.g., “new” works if the customer is driven by novelty).

2. Encourage immediate action

Use time-sensitive language with phrases like "sale ends", "last chance," or "while supplies last" to create a sense of urgency and prompt immediate action.

3. Reduce risk

Many purchasing decisions are never made due to fear. Most customers have an innate desire for certainty, and trust is non-negotiable in business interactions. To minimise the customer’s perception of risk, use words like “no obligation”, “guaranteed”, or “money back”.

4. Show empathy

Empathy and connection are powerful emotional drivers since they help build trust and make customers feel understood. In signage, you can appeal to emphatic connection with expressions like “we get it” or “finally, (plus the product or service the client is looking for)”.

5. Trigger curiosity

Humans are naturally curious, which is why curiosity marketing works to capture attention and generate engagement. To trigger curiosity with signage, you can ask questions (“what if …?”, “have you ever …?”) or appeal to the imagination (“imagine …”).

Custom LED neon signs have a fabulous potential to persuade customers. Here are three ways to do this:

1. Highlight special offers

Showcase limited-time promotions, discounts, or flash sales to encourage immediate action.

Example: A neon sign flashing "50% OFF TODAY ONLY".

2. Communicate exclusivity

Use LED neon signs to associate a product or service with exclusivity and privilege, which will make customers want to take advantage of special opportunities.

Example: A sign highlighting "VIP access" or "exclusive offer”.

3. Make it obvious

Strategically placed Custom LED neon signs can direct customers' attention so they don’t inadvertently miss out on a product or service.

Example: A sign placed at the shop’s entrance, pointing towards a specific section with the message "Don't Miss Our New Arrivals".

Persuasive wording in signage can go a long way in driving customer engagement and influencing their purchasing decisions and behaviour. By understanding the psychological mechanisms behind persuasive language and using the techniques mentioned in this article, you can ensure your signage transmits value, builds trust in your brand, and prompts action in your target audience.

More research commissioned or undertaken by Custom Neon® can be found here:

• 10 Statistics Highlighting the Importance of Signage Business
• Logo Statistics and Facts
• How to Get the Best ROI on Business Signage
• Effective Signage Placement Strategies for Maximum Visibility
• Attention Capturing Signs
• Colour Harmony and Contrast in Signage
• Storytelling in Signage
• Introduction to Psychology in POS Signage
• Colour Psychology Statistics in Commercial Signage
• Case Studies: Successful Brand Colour Strategies
• Case Studies: Successful Brands Using LED Neon
• Business Signage Statistics for the Australian Signage Market