We are often asked to quote on signage by customers that are unable to provide enough specifics to provide a meaningful and accurate quote. In this week’s article, we present some tips to help avoid unneeded frustration when shopping for signage, and tips to minimize the cost.
Design Considerations
Unless you have design experience specific to the sign industry, check with your signage vendor in advance of beginning your design. If you have an unusual project, it may be worthwhile to inquire about specific requirements even if you have industry experience.
We are often asked to quote the cost of banners. In providing a quote, barring specifics given to the contrary, we must make assumptions. For example, we may quote a fixed cost per square foot assuming that production-ready artwork is provided, standard hems and grommets. Unfortunately, many customers don’t think about the cost of design, and are unable to provide usable artwork. Some may try by pulling images off of internet websites. These images may only be an inch or so in size, and are low resolution suitable only for display on screen. When these images are scaled to banner size, they look terrible – and the poor appearance has nothing to do with your sign vendor’s printer. It’s simple math – doubling the size of an image cuts the number of dots per inch in half. There is no magic that can add additional detail that isn’t in the original.
Ideally, your artwork should be submitted in true vector format as this type of art scales to any size without degrading image quality. If you must submit raster (or bitmapped) artwork, it should be designed at the intended size and at a resolution suitable for the intended viewing distance. For a poster, 300 DPI might be the minimum resolution since a poster will be viewed from a relatively short distance. For a large banner, a suitable resolution may be 100 DPI since it will be viewed from further away.
If this doesn’t make sense, we recommend leaving the design to your sign vendor or a graphic artist with experience specific to the sign industry.
File Transfer
If you are providing artwork, check with your vendor to determine how to submit your artwork. For smaller files, email may be sufficient. For larger files, a USB drive, CD or DVD-ROM disc may be an alternative. Your vendor may be able to provide you with an FTP account to allow your to upload your files to their FTP site. Or you may be able to use an online service for delivery. These services are the equivalent of a drop box. You post the files to their site and an email is sent to your vendor to let them retrieve the file. One such service is available at https://www.yousendit.com/
Effective Communication
Composition, fabrication method, materials used, size and quantity will all affect your price. By way of example, we recently quoted on a quantity of 50 single sided yard signs for a local charitable event. The quantity was subsequently changed to 25, which increased the cost per sign. In screen printing, there is a significant cost associated with making the screens that will be used in fabrication. As such, the cost per unit is reduced as the quantity increases since the setup cost is amortized across all units.
The quote change again when the customer opted for double sided signs, then to double sided with different images on the opposing sides. When making directional signs with an arrow, many customers don’t think about the artwork being different for opposing sides. On one side you’ll have a left-facing arrow, on the other side, you’ll have a right-facing arrow. If not, being on opposing sides, each arrow will point in a different direction. Since the artwork varies between the double sided signs, there is additional cost as there are now 2 screens to be made.
Plan Ahead
Don’t wait until the last minute to begin your project. If you do, you may incur rush charges, or worse, you may not be able to complete your project in the time-frame required regardless of cost.
Beware of Bargains
When shopping for signs, a quote that significantly undercuts the competition may be a red flag. Sign companies all purchase their material and supplies from wholesale suppliers. Simply put, any variance in material cost between suppliers is only nominal. If a sign supplier’s quote is significantly less than most of their competition – there’s likely a reason. They may be quoting different material for example – so you don’t get an apples-to-apples comparison. Does the low-ball vendor have an established commercial presence, or are they working out of their garage? An established presence adds to credibility and longevity. A vendor with a commercial lease is more likely to still be accessible months or years from now should an issue arise.
If you doubt this claim, try buying a vehicle magnet from the discount online retailers. These magnets are paper-thin, the prints unlaminated and often separating from the magnet as soon as they’re rolled up for shipping. If you think “inexpensive”, we say “cheap”…but frankly, they’re not even worth what you pay in shipping costs. Imagine the image you present for your company with such shoddy product. This isn’t a bargain at all, and sends the message to prospective customers that you don’t care about your company’s image.
About Spectrum Signs
Spectrum Signs is an independent, locally owned, full service sign manufacturing company located in south Orange County – Mission Viejo, California. We are affiliated with over 240 independent sign companies with access to resources nationwide. This affiliation provides significant discounts from sign suppliers, and allows us to offer competitive pricing without compromising in quality and service.
For more information, contact:
Spectrum Signs
23382 Madero Suite L
Mission Viejo, CA 92691
(949) 297-3800
