Smart retailers know how important it is to stand out from their competition to get noticed. Quality signage is one of the most effective ways to attract customers, as long as you do it right. You want to make sure to evaluate which message to communicate to your customer. Remember that a signage is your 24/7 sales person that never sleeps.
STOP – Signage
No matter what type of signage you are using, consider the following STOP Signage as a best practice
– Simple: Keep your signs simple & clear. The cliché ”less is more” plays a big role in this practice. Your pass-by traffic rarely actually stops to read your sign so you only have a few seconds to take advantage of, while they are passing by. A curly font is beautiful but might be hard to read. Remember, you only have a few seconds and you don’t want to waste this by someone being unable to read the font.
– Trigger for action: You are creating a sign to communicate a message and achieve a goal. Your sign is your advertisement and a great sign will have a message to call for action.
– Original: Ok so now you have that sign out there, but wait, so does everyone else right? You want to be different to stand out so you have to be original. Make sure to incorporate your brand identity in the type of sign you chose and you are halfway done.
– Perfect: Your sign has to be perfect and you cannot afford to have any stains, damages, wrong information or spelling errors on your sign. These can easily be avoided as long as you are willing to present the perfect sign.
- Outdoor Signage
Your outdoor sign is your first chance to introduce your customers to your retail. It’s said to be the most important one in order to get customers into the door.
Your location might have restrictions from the local municipality but luckily there are plenty of signage options to choose from. Outdoor signage’s are available in the form of monument signs, yard signs, channel lettering, window graphics and sidewalk signs.
When choosing your outdoor sign you want to keep in mind the visibility for drive-by traffic in terms of size and lighting.
- Informative Signage
Talking about informative signage, we are referring to departmental, organizational, way finding, directional and safety signs.
Informative signage’s help your customer with a pleasant experience in your retail establishment and makes them more likely to return. Furthermore it helps you to review if your store is set-up in an organized and efficient way.
Depending on the type of company you might end up with a lot of signage’s. Do not hesitate to make it fun and incorporate your brand identity, as long as it doesn’t loose it’s informative purpose.
- Promotional Signage
Promotional signage’s are used for advertisement and need a clear call for action. Examples of promotional signage’s are posters, banners, hanging signs, discount tags or floor graphics.
More then any other sign, promotional signs need to be attractive in order to pursue the customer. It needs to have a clear description of the product and it’s promotion. Like this it can turn an ordinary product into your most popular product in store.
It’s an extensive process to create the perfect signs for your retail store, however with our expertise it’s a pleasure to support. Decisions don’t have to be taken overnight and do not hesitate to do further research. Speak with other people and try to find out what would trigger them for action.
Realize that the investment is worth it. A sign doesn’t have a bad day, calls in sick or goes for holiday like your sales person does!
Written by: Sign Partners – Boca Raton, Florida
