Your company’s sign is an investment that requires consideration to ensure that it is effective and presents your company’s image adequately. In this week’s article, we present tips to maximize the effectiveness of your signage.
Strive For A Positive and Lasting Impression
When you invest in signage, target a a sign and design that makes a positive first impression for your intended customers. Your sign should be conspicuous, reflect your company’s image, and should be memorable. By way of example, you will recognize the image and brand of Coke, Pepsi and McDonald’s when approaching a billboard well before it’s legible.
Simple And Direct Design
Your sign only has about two seconds to capture the attention of prospective customers. As such, your signs should be attractive, simple, convey a message and be legible. Wording should be succinct such that your message is presented in as few words as possible. Once you have the customer’s attention, additional detail may be of value. For example, when having a sale, a large, outdoor banner with just the word “SALE” may get your prospective customer’s attention. Once your customer stops, posters, window displays or sandwich board signs near the entrance are effective ways to provide additional detail that isn’t otherwise relevant to passers-by and would clutter up your “SALE” sign.
Simple sans-fonts are easier to read than serifed, script of stylized fonts. The colors used should provide sufficient contrast to maximize legibility. If in doubt, consult with an industry expert early in the design of your sign.
Maintain Your Signage
Once completed and installed, don’t forget about your sign. Maintenance of your sign is every bit as important as your initial design. Just as a good sign can attract customers, a poorly maintained sign can drive them away. For example, if your electrician has a magnetic sign on his truck that’s held in place with duct tape – do you really want them working in your electrical panel? Lack of maintenance can negate any positive message your signage may present.
Make sure the materials to be used in your new sign will last as long as you need them to. Inspect your signs regularly for visibility, appearance and proper operation. A sign that has become obscured by plants or trees is of little value.
Promote Your Strengths
Select a design that presents your company’s image and the strengths your customers will value. A professional designer can help in the creative process to ensure your message and image are presented adequately.
