Signage is often an overlooked part of a business. Too often we see outdated, badly designed, faded, or even missing signage on businesses we pass in our day to day lives, but if you want to boost your sales, signage can play a key part in helping your business thrive.
Don’t make the mistake of so many others, keep your signage fresh and engaging, and you will have that much talked about silent salesperson working in your corner, rather than scaring clients away.
In a previous post, we mentioned the eye-opening survey conducted by Brandspark/Better Homes and Gardens ‘Viewing signs through the eyes of the beholders’ 2014 where a staggering 38.5% of the 100.000 people asked said they’d made assumptions on the quality of the business purely based on the clarity and attractiveness of the signage. This shows just how important signage is for any business.
As a business owner, you want to make sure you have creative, engaging, and well-designed signage to help you stand out from the competition and draw attention to your business.
We at Signarama Perth signage company have put together this detailed guide on how you can make signage work for your business.
In the following points, we will walk you through some things to consider while making those all-important signage choices from the very first working out who you are as a company, to the construction and choice of signage.
1, Target Audience
Before embarking on your signage journey, you need to look at your business and its target audience. There is simply no point spending money on signage that won’t appeal to your core demographic. Pure traffic volume is nothing but a vanity number if it doesn’t translate into sales.
Relevance takes precedence over volume simply because you want to generate interest from those who truly require your products/services.
Once you’ve established your target audience, it’s time to look at the design of your signage.
Now we can write novels about design in signage, but for this post, we will keep it simple and to the point, much like your signage design should be.
Too much on your sign will crowd your message, and since you often have no more than a few seconds to catch the attention of your potential client, it’s important to keep the signage clear of clutter. Save the details of your product for the sales pitch and instead use effective graphics to entice people to want to find out more about your business.
Any signage design should aim for grabbing your potential client’s attention: This can be done with a great pictorial, or strong logo graphics, but also the right use of dominating text or effective use of shapes can help in this regard.
Human beings are hard wired to recognise shapes, so a well-placed circle or triangle can be the thing that makes you stand out amongst the crowd.
One mistake we often see is signs used merely as a tool to identify the business, what these companies fail to realise is that over half of all retail sales are made on impulse. If your sign is ineffective, it can cost you more clients than you may realise.
Colour, of course, also play an important role in your signage, again stay simple, don’t plaster your signage with all the strongest colours and expect it to work in your favour. Think of what the different colours represent, and how they read on various backgrounds. A yellow on a white background for example is illegible, so steer clear of that combination, but on the other hand a nice yellow on a charcoal background can work wonders.
Ideally the design and choice of colour on your signage should reflect the design and colours of your business. It’s important to create a cohesive narrative in how you present yourself to the world. Keep things simple and consistent, and you will find your signage will be the most effective.
In design there are many things to consider and asking a professional signage designer for help will help you make all the right decisions.
One thing to consider when designing your sign is the message you’re trying to convey. A message can be defined simply as information conveyed either in speech or writing, accompanied with images or symbols. You as the business owner will be the sender of the message, and it is down to the business making sure their message is clear and concise. It sounds simple, but as with many other things there is more to it than most people think. To demonstrate, we will look at a great Australian billboard add and discuss how this effectively conveys its message.
The PEEL GOOD FEEL GOOD campaign from Australian Bananas is a new addition to their make your body sing campaign, a campaign which has been going since 1994. The PEEL GOOD FEEL GOOD billboards are bright an lively, with a picture of a delicious looking banana paired with the four simple word slogan and a small logo in the corner.
This may seem overly simplistic at first glance, but if you stop to think about the layers of what this campaign is saying in just four words, there is a clear message this brand is trying to convey to consumers.
It may say FEEL GOOD PEEL GOOD, but what it tells us is that if you buy their bananas you will live a healthier and happier lifestyle.
Imagine if all that was written on the billboard instead of the four words. The billboard would look cluttered, and most people driving past in their cars wouldn’t have the time to read it. So condensing your message down to a simple tagline can make for very effective signage. This paired with the bright pink background and the delicious looking banana is sure to catch people’s attention.
Additionally, PEEL GOOD FEEL GOOD rhymes, so it sticks better in people’s subconscious, making it a tagline consumers will remember. The logo on this signage is nicely placed in the right bottom hand corner. It may not be big, but thanks to the rules of line of sight, it is the last thing the target audience see’s before looking away. This way, when that rhyming line echoes in your potential client’s mind, they will automatically think of Australian Bananas.
This is just one of many great examples of messages conveyed well in signage. Again the most important take away is keep it simple. Great signage design needs to speak for itself without being crowded with information. No one has time to read a novel while trying to decide where to buy bananas. So sit down with your signage designer and let them know what you would like your signage to say, and they will help you convey that message in the most effective way possible.
Now before you get too excited about your great design and your skillfully crafted message, you have to make sure it’ll work in the location you have intended. Signage placement is important. There’s no point in spending money on signage that no one will see. Neither does it work if you have a great design that doesn’t work on the building you have intended it to be on. So during the design stage, talk to your designer about where this sign will go, and make sure that the placement of the sign is taken into consideration before you go too far down the design rabbit hole.
If you want to be extra clever about the placement, there are even ways to incorporate the building into the signage with some cleverly designed ideas.
As an example below is a sign we did for Quality air solutions, where the design utilises the building to maximise its effect.
Another thing to consider when deciding on placement is who is going to see your signage? Are you targeting the traffic whizzing by, if so, higher up is a good strategy, however, if you are hoping to catch the eye of those passing by on the street, then just above eye-level is a better option.
There is no point spending money on a sign no one will see, no matter how great it looks in a particular spot. Discovery makes for great building signage. It helps cement your company branding into people’s minds.
Not only can the right location make you more visible to commuters, but it will also help clients find you in the first place. In the survey mentioned earlier by Brandspark/Better Homes and Gardens ‘Viewing signs through the eyes of the beholders’ 2014 53.28% of the 100.000 people asked, said they’d failed to locate a business because of lacking or hard to see signage: This number illustrates just how important signage location is.
If you are in doubt about what is your best option for your signage, talk to our signage professionals, and they will help guide you in the right direction.
Call us today on 9300 0254 to find out how we can help you make the right decisions.