Having effective signage doesn’t have to mean a complicated process. Instead, the most simple tips kept in mind can lead to cohesive business signs that communicate the main message of a retail location to potential and current customers without missing the mark. It has been found local retail locations get the most effective publicity through signage. This is likely due to the ease to targeting the intended demographic, which is the local community since most people shop within a few miles of their home or workplace.
Creating a big impact doesn’t mean going overboard. Instead, keep good business design and graphics rules in mind.
Call to Action
Without a call to action, a sign is much less effective since it isn’t prompting the customer to do anything. Even further, it’s difficult to track conversions when the sign didn’t indicate something specific such as coming inside or checking out a sale. However, when there is a specific message, it’s much easier to determine how much traffic was gained through the signage, leading to a better idea of how effective it was.
Differentiate from Competition
While certain products may be the main thing you sell, it makes little sense to focus marketing efforts on the same things your competitors offer. Of course, this could make good sense if you offer better deals than they do, but this can be a slippery slope. Instead, focus on what the competitor doesn’t have whether it’s gift wrapping or one-on-one customer service. Give customers a reason to come to your location rather than theirs.
Signage should make an impact. When it comes to colors and images, it pays to be bold and eye-catching. On average, a viewer only looks at a sign for 20 seconds. Choosing bright colors with bolder, simpler images will make an impression that will last beyond those 20 seconds. Further, keep messaging and images concise. Be sure they walk away with a full idea of your store, even if they only have a fleeting moment. For instance, if you are primarily a gift store, presents should be the focus. If you sell technology, a clear image of a tech item you sell should be featured.
Ready to get started? Contact our team today to find out how we can help with your signage needs from start to finish.