On the surface, exterior signage seems like an easy concept; create a unique, engaging and brand-specific representation of the business, print it on a sign, place it outside and watch as hordes of interested passers-by flock the business premises. However, there is more to exterior signage than meets the eye. Unfortunately, many business owners confuse the mere presence of an exterior sign with the true potential of an effective exterior sign – making a good first impression and initiating potentially fruitful relationships with the target customers. How then can businesses create exterior signs that attract the right customers?

How to Create an Attention-Grabbing Exterior Sign

There is no universal secret formula for creating effective exterior signs. However, there is a strategic framework that can guarantee a higher likelihood of success. Implement the following elements to attract more customers using exterior signage.

Emphasize the Purpose of the Business

Good exterior signage is part of a business’s Unique Selling Proposition (USP). Besides knowing their target customers, businesses with well-defined USPs clarify the issues they can solve through their products or services. Outstanding exterior signage should indicate a business’s value proposition and show how they outdo other competitors.

Condense Powerful Messages into Images

Well-picked images perfectly complement verbal messaging and add to the allure of visual media. Words, although powerful, are only memorable to a certain extent. Sign graphics can draw attention, complement a business’s identity, create a lasting impression and even become intertwined with its brand.

Use Emotionally Relevant Color Schemes

Years of research in color psychology have proven that different colors evoke specific reactions among humans. Businesses can harness the power of color psychology by meticulously picking colors that kindle the emotions they would like customers to associate their products with subconsciously. Colors communicate all sorts of personalities from high-end to price-conscious, rugged, sophisticated, youthful and even authoritative. The right color scheme can transform an exterior sign from mediocre to successful.

Readability Is Key

Even the most unique, attention-grabbing and creatively designed exterior sign still needs to be readable. An exterior sign does not mean much if passers-by cannot understand what it says. As simple as it sounds, designing an appropriately sized sign and adopting a legible font that matches the brand’s personality can go a long way in ensuring a sign is successful.

Location Matters

What good is an exterior sign if no potential customers see it? Strategically placing an exterior sign as close to human traffic as regulations permit can help a business get noticed by its target customers. Also, ensuring a sign stands out, remains free of obstructions and is visible from multiple angles can add to its noticeability.

Ready to Attract More Customers with Exterior Signage?

Exterior signage that speaks volumes to potential customers can dramatically drive a business’s sales and increase its revenue. A simple reevaluation of the current exterior signs may be all that a business needs to reach the next level.