Example of effective signage – not in Virginia
Signage is important for any customer facing business. You need to not only grab your customer’s attention with your sign but you must also establish trust in your brand for the long-term goals of your business. Here are some tips from Brilliant Signs and Graphics. We provide service to Ashland, Mechanicsville, Glen Allen, Richmond, Doswell, Goochland and Hanover, Virginia.
- Plan Ahead
Many business owners wait until the last minute to design and buy a sign. They wait until their budget is nearly depleted and then buy the cheapest sign possible. Think about the message you are sending to your customers. If you are not confident that your new sign will pay for itself then it’s not a good investment.
The purpose of a sign is to attract new customers, brand your company in the minds of consumers and create impulse buying conditions to drive sales. A sign is often the only visible cue that a business exists in the community! Therefore, it should be the dominant feature of your building.
- Sign Marketing
Business signage should be your first consideration in any marketing and promotion when you start the business. Signs for businesses effectively speak to potential customers, and signs are the most effective form of advertising for the small and independent business person.
- Size and Positioning
Signs should be a sufficient height and size to be clearly seen. Your business signage shouldn’t be obscured by trees, lampposts or other objects in the environment. Its display for both text and logo should be easily seen and legible. It should also stand out from its background.
- Keep It Simple
Every potential customer is overwhelmed by thousands of messages daily. Not only have we become skilled at absorbing all this data, we have also become skilled at dismissing unwanted messages. Your message should be simple. A crisp presentation is best. You don’t need to inform your customers of everything you can do either. That takes up too much room and they lose interest. You just want to capture their interest long enough to motivate them to call or come inside. The maximum length of your message should be three to five words. Leave 30 to 40 percent of your sign area blank to avoid clutter and present a simple message.
- Sign Design
A well-placed and attractive sign communicates to your ideal customer the true potential of your business. Well-designed indoor signage reinforces your image to customers as well.
- Signs and Regulations
When you are you are ready to have your sign produced, there is just one more consideration: municipal codes. You must find out what is required by code enforcement before requesting a sign permit and creating your new sign. Normally, there are two sets of codes that will affect your signage decisions. Often business parks, historical areas and other developments will have their own sign criteria and these can be stricter than city codes. Be sure to check with your property manager or the city itself to find out if there is a sign criteria or “architectural overlay” before relying solely on the city’s requirements. Part of the approval process may even consent from your landlord or property manager.
- Time is a Factor
Time and weather can be enemies of outdoor signs. While a great sign will bring in customers, a poorly maintained one will drive them away. Make sure the materials to be used in your new sign will last as long as possible. Inspect your sign(s) regularly for cleanliness, aging and operability. Keeping your sign nice, clean and functional will tell your customers you are taking care of business.
