In our online world it is hard the think of how we can use signage to boost a business’ online presence, but with 3D Signage when used correctly, the two can intertwine. Social media has created multiple platforms to communicate with existing and potential customers. Posts are shared in live time for activities, promotions and products, through a vast network with a reach that far exceeds traditional marketing methods. It is well documented that social media can develop a brand and when you combine your brand with brand ambassador…..well anyone who knows the Kardashians knows how effective brand ambassadors can be!
Are you currently thinking how do the Kardashians relate to entry signage? Well, we have to segue to answer that!
When I was a kid I remember going on road trips and when we reached our destination, everyone piled out of the car to have a photo taken in front of the town’s signage. We’d made it and wanted a photo to remember, but I could only put these photos in my scrapbook, showing family and friends. Fast forward a decade and I was travelling the world, star jumping in front giant welcome signs and 3D signage of the landmarks from my travel destinations. The major difference was I could post these photographs on my social media! I am only one of the thousands of tourists worldwide who do the same thing every year, to get the perfect Instagram post to rival the most intrepid traveller.
For each person that posts photographs of your signage, that is another link in your network, another brand ambassador advertising on your behalf. Tourism associations are using these trends to their advantage, encouraging travellers to hashtag their photos when posting or recommending they use the check-in function on Facebook. It is not only tourism associations using freestanding 3D Signage to create brand awareness, another relevant example is TED (TED talks). This global sensation has been around for 30 years, with an average of 17 new page views per second. For each location the TED talks are hosted, a sign features as the backdrop for the speakers and in some instances, a red rug is the only thing that accompanies the speaker on stage. Considering these talks are recorded and streamed around the world, it’s a pretty smart visual aid for brand awareness. So how can use your 3D Signage to assist with your online presence?
Artistic Elements– When designing an entry statement or welcome sign an important collaboration happens to mix function and aesthetics. Designs may feature strong visual elements, paired with colours to represent local industry, landmarks and culturally significant sites. But how are some of these colours and shapes selected?
From a scientific point of view, it is important to note that the eye is a key receptor for how we see colour and provides 80% of visual information to the brain. How we perceive colour can be broken up into three main factors Anthropology, Culture and Personal Experience. During childhood development, we learn to “Sing a rainbow” at the same time of learning ABC and how to count, but to most of us aren’t aware of the subliminal effect colour has in our everyday lives.
An example of the perception of colour based on Anthropology is the Ancient Egyptians, who praised the sun and therefore the colour yellow. To them it represented all that was eternal and indestructible. Culturally colours can have different meanings to different communities, for example, purple in Western America symbolises wealth, royalty, fame. Although in Latin America it represents death, morning and sorrow)
The same can be said about shapes. Geometric shapes such as squares, rectangles and triangles are basic shapes taught during early learning. They have structure and conformity, therefore symbolise strength, trust and stability. Organic shapes are shapes from nature; they are fluid, free-flowing and visually create movement in 1-dimensional objects. They are often used to represent leaves, waves, rocks and clouds. Lastly, there are abstract shapes, these can be open to interpretation and lack true definition.
Smart fabrication– 3D Signage that is being fabricated for an entry statement does need to withstand the elements. With that said don’t forget that this signage is a visual statement and a first impression, so there is an ideal opportunity to utilise materials from your local area if it is structurally sound. Some of the common base materials for fabrication include; acrylic, stainless steel, aluminium composite panel (ACP), with accents of wood, limestone, sandstone and Colorbond.
Precision Planning – So we have talked about design and fabrication, now let’s discuss planning, because don’t forget we want a sign that in a prime position for visitor’s happy snaps, without causing dangerous obstructions. Due to the size of 3D signage, it is worth checking on local regulations, as States and Territories will have differing requirements. In our prior experience before fabrication can commence designs may need to be certified by an Engineer. Planning or Building approval may be required from local councils and shires, as well as a signage approval granted. It is worth noting that installing signage on a State road network or main road may need separate approvals from Main Roads, this is essentially to ensure the location and size isn’t deemed a road hazard to road users.
If you get all of these elements right, you do have the potential for your signage to have a huge return on investment through your online presence and grow your brand. For more information about how to make your welcome signage Insta-ready and make a statement that counts, call the team from Signarama Joondalup to get a quote today.