The Do’s and Don’ts for Retail Signage – Let’s Discuss

Let’s start with the question straightway – is your business signage at all effective? Well; here are a few significant questions, which you may need to answer honestly, in order to understand the effectiveness of your business signage.

Ponder on the following questions –

  • Is your business signage visible from the road?
  • Is the signage readable from the road?
  • Is your signage well lit at night?
  • Is your signage right at the eye level?

If you answer ‘NO’ to any of these questions, then it’s time to re consider and realign your business signage strategy. There’s hardly any denying that an effective signage strategy will not only create a rewarding and positive customer experience but it will also drive sales and increase your brand value.

An effective business sign inspires the consumer decision. Consumers are impulsive. It has been estimated that half of the consumers make a visit at the store or take a buying decision based on the ‘impulse’ alone. This means by upgrading your signage to a highly visible level and by sticking to a clearly written well lit signage with great graphics, your business can inspire consumer decisions on a daily basis.

Let’s have a quick rundown at what an Effective Signage Program Can Achieve for Your Business

  • It brands your business
  • It commands attention
  • It acts as a cost efficient marketing tool
  • It helps in promoting your brand, service and products
  • It can communicate the most essential business information

As a responsible business owner you need to develop fool-proof advertisement strategy, of which a well planed and effective signage campaign should be a top priority.

Effective business signs also mean signs that are informative and attention grabbing. It is therefore incredibly important to consider what your sign says, how brilliant it looks and where it should be positioned in order to create impactful signs.

Yes, your business signage creates that ultimate and important first impression. So; how can you ensure that it’s a good one? Whether you’re updating your signage campaign or developing your business sign from the scratch here are a few important things to consider.

Consider your city’s local zoning rules: Indeed the local zoning ordinances govern the type of signage that your business may have. For instance, there could be restrictions on the size of the signage, how it is lit or even there could be constraints regarding the colors that are used. Take all these things into consideration before developing your signage solution.

Consider the message of your signage: This is the most critical aspect to consider. Think once; your sign is a 24/7 branding tool so ideally you should include your business logo, your brand’s color scheme and if possible a snappy text that summarizes your brand value.

Consider the purpose of the signage: Keep in mind; the purpose of your business signage is to help customers to find you and also to get prospects to notice you. So make sure your signage solution is large enough and is also in contrasting colors to be readable from afar.

Consider the placement of your signage: Signs that are placed miles away from the actual business premise can cause the potential customer forget that he saw it, if not repeat business signs are placed all along the way.

So; which color do you choose for your business signage?

There is no one line answer to this question. Moreover before discussing any further on the color palette let us take a detailed look at how brands have chosen colors to tell their brand story

McDonalds – Color combination yellow and red. The brand wants every meal to be a “happy meal.” By adding some yellow (happy feelings) and fiery red they have created a compelling brand signage that acts as an ultimate appetite stimulant.

IBM – ‘Blue’ is the color palette for the brand. IBM as a brand wants people to trust their goodwill and trust their products.

Starbucks – The brand color is Green here. The brands have chosen Green for health in creating their brand image.

Takeaway? Consider the color palette carefully and stop focusing on your personal favorites when creating your signage solution. Consider the level of visibility that the color creates for choosing the correct color combination

Here are a few tips to mull over

  • Try a striking contrast. Also the fonts you use should be legible and uncomplicated.
  • If you already have an established brand color then do everything in your power to match your signage with your brand color
  • Do not let intense color or background overpower the message on your signage
  • Work with contrasting color pairs for creating a striking impact
  • Work with complementary color pairs for creating a powerful impact

The DOs for Retail Signage

  • Do think before you simply design a signage campaign
  • Do establish a consistent brand image
  • Do invest in quality sign companies in Los Angeles
  • Do look at what your competitors are doing

The DON’Ts for Retail Signage

  • Don’t mix everything into one
  • Don’t miss the readability point in terms of color, font, size etc
  • Don’t underestimate the customer experience
  • Don’t be afraid to take risks

So, what you’re your plan with your signage solution? Take time to do it right and to make your sign effective, professional and profitable!

Nov 30, 2016 | Posted by in Business Signage | 0 comments

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