4 Tips For Great Signage
Need long term advertising to drive sales? Don’t fret: A recent survey shows that business signs rank second, beating other media, in determining where shoppers will buy. Here are four tips for making an impact with your business sign.
- Make it visible. If your sign is obstructed by trees, buildings, power lines, or other signs, you’re losing customers. Inspect the placement of your sign from every vantage point a potential customer might have. Consider adding lights or changing its position to help it stand out.
- Less is more. A sign that is difficult to process may lead a customer to perceive your brand as unlikable, unbelievable and untrustworthy on a subconscious level. If your sign bears an easy-to-read message in a high-contrast format, customers tend to perceive your brand as truthful and trustworthy. When choosing a design prioritise your message – and keep the word count small. If your address is the most important aspect of the sign, feature it. If your service is unique, communicate that point above all else. Keep it simple: You can tell your customers more about your brand after you get them in the door.
- One size does not fit all. People can have different perceptions of the same sign, depending on how they view it (for example, if it’s mounted on the ground versus on a building). When passersby view a sign out of their right visual field, they respond more favourably to words rather than images, in contrast, people who see a sign out of their left visual field will respond most favourably to an image-based sign that’s mounted at a driver’s eye level.
- It’s part of your overall marketing strategy. Business signs are often one of the first pieces of marketing collateral a business produces. As your brand and messaging evolves, the look of your sign should too. Customers remember signs just as they do jingles and ads they enjoy. In many cases, it’s your only chance to make a great first impression.
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