Signage has always been a functional tool for informing and guiding people. But in modern times it has evolved into an equally powerful marketing and advertising medium. In today’s business landscape where being seen matters more than ever, effective signage has a huge impact on a company’s brand image, customer engagement and ultimately its success.
The Power of First Impressions
A well-designed sign is vital to make a positive first impression. Often it’s the first point of contact between your business and your future customers. If a sign is visually appealing, informative and properly located it can:
Attract attention: A striking sign will help to grab the attention and interest of passersby.
Convey brand identity: Signage can establish and reinforce a company’s brand message and values.
Provide information: Signs can convey all the details about your business your customers need to know, such as business hours, products and services.
The British Love Good Signage
The British have always embraced great signage, from the traditional signs outside pubs to the modern-day neon boards of the major cities. This heritage has shaped this country's love of signage and its role in marketing and advertising.
Types of Signage for Your Business
Today there’s a diverse range of signage options that we can produce to help your business stand out. We can help you choose the best option to suit your individual needs and budget. Some common types include:
Storefront signs: These are the most visible signs for a business to display essential information such as your company name, logo and branding
Awnings: Awnings can provide shade and protection, crucial for businesses ranging from cafes to greengrocers, while also incorporating important signage
Window graphics: These can be used to display your current promotions, products or simply enhance the visual appeal of your shop window
Totem/Monolith Signs: These are tall and freestanding signs that are often used for larger-scale advertising
Digital signage: Electronic displays can showcase dynamic content, including videos, images, social media or information likely to change
The Role of Signage in Marketing and Advertising
Signage nowadays is a vital asset in marketing and advertising your business. It can help in a number of ways, including:
Increasing brand awareness: Consistent signage across all your business locations helps to build great brand recognition
Driving foot traffic: Well-placed signage can attract potential customers into your business for the first time
Promoting products and services: Signs can be used to highlight what you most want your customers to see
Providing directions and information: Signage can help customers navigate their way around your business and help you ensure they don’t overlook any of your products or special offers
Creating an experience that leaves an impression: Signage that is engaging and unique to your business can build a favourable impression
Best Practices for Effective Signage
To ensure that your signage is as effective as possible, think about the following best practices:
Clarity and simplicity: Keep your message clear and concise. Avoid clutter and excess information
Consistency: Ensure that your signage aligns with your overall brand identity and messaging
Visibility: Place your signs where they are most easily seen
Durability: Choose materials that can withstand the elements if your putting them outdoors and maintain their great initial appearance over time
Accessibility: Ensure that your signage is accessible to people with disabilities, such as those with visual impairments
Regular maintenance: Regularly inspect and maintain your signage to prevent damage, reduce risk of accidents and ensure its effectiveness
The Psychology of Signage
Signage can have a profound psychological impact on your customers. Well-designed signage can captivate them and hit them at an emotional level, creating a sense of trust and ‘nudging’ their buying decisions. By understanding some of the psychology of signage, you can make your business more attractive and profitable.