How First Impressions Influence Customer Perceptions Instantly

There’s a power in first impressions that simply cannot be overstated, especially in this highly competitive world of business. This applies to small independent shops and large enterprises alike and the first visual cues customers get when they enter your business, will shape their future decisions.

As a business we advise you to learn that leveraging these insights will help you turn an different customer into a loyal one, and usually just as they walk through the door.

What’s the Science Behind First Impressions?

There’s a lot. First impressions are formed rapidly and quite quickly – typically within mere seconds of encountering something new. The decisions we make in the first moment of encountering something new can mean everything from a life or death decision or will I get value from my dollar at this business vs getting ripped off.

When it comes to marketing and business, the research says that these early perceptions do strongly influence and guide consumer behaviour. Colours, fonts, their placement and message and overall visual harmony will subtly communicate trustworthiness, professionalism, and quality, or the complete opposite. This is why choosing the right visuals matter and when chosen properly, can encourage visitors to engage deeper with your brand and this increase sales – or make them turn around and walk out the door.

Some studies even highlight that certain colours trigger emotional responses. For instance blue signals trust and calm, red evokes urgency, green is linked with growth and harmony and yellow increases feelings of optimism and enthusiasm.

If you understand and use these subtle cues or incorporate them into your current marketing, you can enhance your overall brand presentation quite effectively.

Visual Elements that Build Customer Trust

In all our years of providing advertising signage, we can definitely say that visual clarity and professionalism will greatly influence a customer’s trust and a poorly designed and cluttered set of visuals will subconsciously signal unreliability or a lack of care and effort. The way your signage and visuals stand out directly reflects on your customer’s perception of your products and services. 

If you want to be successful in this highly competitive market, you’re going to have to make sure you create the best impression for your customers the second they walk in the door. 

Customers naturally gravitate toward brands that present a cohesive and visually appealing message, and they associate these traits with reliability, competence and honesty.

Here’s how to use visuals to build trust in your new and existing customers:

• Maintain consistency in branding across all platforms.
• Keep signage and displays clean, organized, and professional.
• Update outdated visuals to reflect current styles and values.
• Ensure text is clear, legible, and appropriately sized.
• Incorporate high-quality imagery and photography.
• Regularly update content to keep it fresh and relevant.
• Highlight customer testimonials and positive reviews.
• Clearly display your business contact information.
• Tactfully showcase any awards, recognitions, or certifications.
• Ensure accessibility for all customers (clear paths, readable fonts).
• Provide clear and visible instructions or guidance within your store.

Choose the Typography Wisely

You have to be quite mindful of your typography. Typography greatly influences readability and perception – two highly aspects that are important for messaging. Try to select fonts that match your brand’s personality. 

You probably won’t be printing the final product, so be sure to discuss these needs with your signage developer.

Use Existing Lighting as a Trust Builder

Be mindful of the lighting setup at your establishment because the lighting can improve the overall visibility, clarity and attractiveness of your messaging, and it also creates an environments that feel welcoming, safe, and professional. It’s self explanatory. 

Use Professional Photography

Use professional photography as much as you can. High-quality photography will subconsciously increase the perceived value of your products and/or services and quickly build trust.

With very clear and highly attractive visuals, you’ll be able to demonstrate a commitment to quality and attention to detail – all elements that customers quickly assess when they interact with your business.

Design to Guide Your Customer’s Attention

Strategically placed visuals help direct customer attention precisely where you want it but the end result of the designs is equally important. A thoughtful design can subtly guide visitors and encourage them to explore more and it will boost the likelihood of sales.

For example, enhancing your storefront appeal often involves impactful elements such as professionally designed window graphics for storefronts. These graphics inform and entice customers of your offerings, while establishing the right atmosphere from the outset of the initial interaction with you.

You can use your signage to guide your customer’s attention by:

• Highlighting key products using strategic lighting or display positioning.
• Using visual pathways to direct traffic flow.
• Incorporating clear signage for easy navigation.
• Placing popular items at eye-level to ensure easy visibility.
• Using contrasting colours to draw attention to promotions or specials.
• Implementing focal points like displays or digital screens.
• Organizing product displays by themes or usage.
• Creating visually appealing entrance zones that immediately capture attention.

Use of Negative Space

Use negative space (white space) smartly. Negative space allows visual elements to stand out clearly and draws attention to key items and messages. Thoughtful spacing can also create a sense of luxury and exclusivity that elevates the perceived value of your offerings.

In this context, negative space is the empty area around and between visual elements like text, images, or graphics, on your storefront or marketing materials. It doesn’t have to be white either. It’s simply any background or padding that gives elements room to breathe and space between them.

By intentionally leaving these areas uncluttered you:

• Highlight key content by using the “quiet” space to make your main visuals or messages pop.
• Improve readability with text that feels less cramped and is easier to scan.
• Create a balance and well-proportioned layout that feels more inviting and professional, which subconsciously builds trust.

Think of negative space as the frame around a painting. Without the frame, the artwork loses impact and can feel overwhelming. In retail, that “breathing room” focuses your customer’s eye exactly where you want it.

By preventing visual overload, negative space guides the customer to focus on what’s most important, which in the end leads to better recall and decision-making.

Incorporate Interactive Displays to Increase Brand Recalls

Interactive displays take the cake when it comes to advertising, especially for younger generations of customers. They encourage customer engagement and provokes customers to form personal connections with your brand, which all leads to stronger brand recall.

These hands-on experiences can turn passive observers into active participants, deepening brand loyalty, and the interactive elements often generate social media buzz, extending your reach beyond the physical location.

Here’s a list of examples of interactive displays that increase brand recall:

• Touchscreen kiosks showcasing product details.
• Digital walls that respond to gestures.
• QR codes that trigger video demos.
• Augmented reality mirrors for virtual try-ons.
• Interactive floor projections that react to footsteps.
• Social media photo booths with custom filters.
• Tablet stations for signing up to newsletters.
• Gesture-controlled product catalogs.
• Gamified challenges with on-screen rewards.
• Interactive way-finding maps for large spaces.

Guide with Strategically Positioned High-Impact Visuals

Guide your customers with strategically places visuals. By strategically positioning your eye-catching visuals at entrance points, checkout areas, ceilings and other high-traffic areas, you’ll increase visibility and maximize influence over your customer’s buying decisions.

Here are examples of strategically placed marketing signage within a store or business:

• Place striking imagery at most decision points.
• Hang attention-grabbing banners above checkout.
• Use floor decals to guide customer flow.
• Install ceiling hangers that highlight promotions.
• Deploy digital screens at the entrance and checkouts.
• Wrap pillars with product visuals and signage.
• Feature end-cap displays for new arrivals.
• Position LED advertising light-boxes near key product categories.
• Mount important wall graphics at eye level.
• Use sidewalk A-boards outside the entrances.
• Install hanging mobiles with vibrant designs.

Regularly rotating these visuals also keeps the floor fresh and continues to encourage repeat visits all of which sustains customer interest over time.

Use Subliminal Advertising Techniques

A lot of retailers utilize subliminal visual messaging to quietly influence purchasing decisions. These techniques include using repeating patterns, strategic placement of imagery, and subconscious associations that can significantly impact a customer’s actions without overtly pressuring them.

For example, consider an outdoor event or trade show scenario. Using a custom popup tent subtly reinforces brand identity and creates a positive impression. This professional setup ensures your brand remains memorable and still influences customer decisions both immediately and later on.

Here’s a whole explanation of how subliminal marketing works and how you can employ it to your benefit (don’t skip this link!)

First Start by Auditing Your Current Storefront Appeal

To optimize your visual marketing, you have to begin by auditing your existing visuals. You have to look for inconsistencies or elements lacking professional polish and make a log of all things that stand out as being inefficient or ineffective.

Once you have a log of every area of your space that needs optimizing, you can begin the process by contacting a local sign company and getting your signage designed and printed.

You’re only a few steps away from increasing revenue and brand recall, and guiding your customers to making your business a success.