Topaz SIGNworks – Your customer is looking for someone to create a truly unique custom sign and have reached out to you, what’s next?
This situation represents a real challenge for the custom sign company on many different levels. Let’s discuss a few such as:
1. What exactly is your customer looking to convey with the signage?
Your customer more than likely knows what they are looking to convey and it is always a good idea to ask clarifying questions. Questions such as where is the sign going to be displayed? This gives you a good indication as to the audience. A sign produced to entice a customer to buy furniture is very different than a sign displaying core business offerings in a formal meeeting room setting.
2. What materials do you use?
Let’s take the creation of a custom sign for a formal meeting room as an example. You may want to use materials that reflect a rich more serious look. Using materials with a polished look or with a brushed look are good places to start. Playing with material variations is a good idea, it promotes the flow of creative juices. Discussing material ideas others is also a good idea.
3. How many different materials should you use?
Using a single material may present a more plain or common look. Using a few different materials or material finishes gives an opportunity for design variations and creativity. Be careful, if too many materials are used you may confuse the message. Keep in mind the cost factors and skill sets required working with different types of materials. For example, acrylic is harder to work with because it is extremely brittle, although done right gives a rich, classy, and elegant look.
4. Do you and your team have the skill, talent, and creativity to combine several different materials to produce the desired result?
This is a critical point, make sure your talent pool is capable of working with the specific materials chosen for the project. Keep in mind the potential of rework costs, additional time to complete the project, project delays, and accurately communicating material options and their advantages with your customer.
5. How do you set and manage expectations?
Communication is key! Keep your customer in the loop along the way. Communication allows for design enhancements and material ideas to evolve, give your customer the opportunity to be involved. This allows for movement of deadlines, material selections, and price with the customer having knowledge as to why and the project being a truly collaborative effort.
