Impression Rating Experiments for Color Combinations in a Signboard

This study aimed to present a scientific approach for determining signboard color combinations that convey a desired brand image while harmonizing with urban landscapes. Three impression rating experiments using the semantic differential method were conducted. The first experiment examined the relationship between two-color combinations and perceived impressions using simple geometric shapes, providing general guidelines. The second applied these findings to actual signboard configurations and identified combinations that achieved the target impression of “Aggressive Yet Elegant.” The third verified visual harmony and conspicuity of the selected configuration within real landscapes. Results indicated that a black background with white letters and lime-green ornamental lines was perceived as powerful, stylish, and visually prominent while maintaining harmony with surroundings. These findings offer practical insights for color planning in signboards and other visual media.