The Secrets To Successful Signage
Whether your business opts for chalkboard signs, A-board signs or swing board signs, they can have a significant impact on your brand recognition and your sales. In fact, 67% of consumers make a purchase at a business just because a sign catches their eye.
With signage attracting around 50% of new customers, you may think any type of signage will do. However, to maximise your return on investment, there are several insider secrets to great signage that continues to attract new customers and sales. Before you introduce the next piece of signage into your business, follow these expert tips to achieve the best returns.
Five Top Tips For Successful Signage
1. Legible Letters
Having the right lettering size is essential to ensure visibility and clarity for your sign. Filling chalkboards with lots of special offers may seem a good idea. However, the message and impact will be lost if people can’t read it.
p>It is a good idea to use a letter visibility chart for large signage. For small signage, conduct a sight test yourself and see how clear your signs are from certain distances. It is worthwhile getting a few team members to check for visibility to gain a group consensus that caters for a range of eyesight abilities. We also offer a size guide to help you make the right choice for the size of signage you are looking for. It may also be beneficial to trial different lettering styles too, to see which has the highest success.
2. Careful Checking
Mistakes are easy to make but can significantly cost your business in lost sales and reputation damage. Customers are looking for professionalism and expertise in your industry. If you misspell a key aspect of your business, this could lose trust and integrity.
p>Whether you are advertising an event in poster cases, your daily offerings in menu cases or a bold pavement sign that showcases your business every day, check and double check for spelling, grammar and factual errors. Always try to find a second pair of eyes to proofread your signage before its displayed in front of critical customers.
3. Ideal Installation
The most beautifully designed poster will still lose its message if the installation is not considered. Where you put your signage is an essential factor that many people forget. Before installing or placing signage anywhere in your business, you need to consider the viewpoint and the lighting. For example, do you need additional lighting to help with visibility? You may also need to think about how sunlight reflects on your signage and if that causes any readability issues.
p>Another critical aspect of installation is the consideration of any local regulations in place, particularly for large signage such as pavement signs and A-board signs. Once you are sure your signage is compliant, it is worth testing the placement of signage before permanent installation.
4. Meticulous Maintenance
There is no point in having a compelling message or beautiful signage if the audience cannot see it. Daily pollution will quickly build up on exterior signage while dust and dirt can affect interior signs. Adding sign cleaning into your regular cleaning schedule or maintenance checklists can help to make sure that your signs are always clear, visible and attractive.
Leaving signage to become dirty will show a lack of attention to detail. It can also show that you don’t update your signage and aren’t offering customers any new or exciting reason to visit your business. When customers have the potential to notice your signage as much as 60 times a month or more, then you need to maintain signs to ensure they are relevant.
While signage will durable, and signage casing can help to protect posters, artwork and menus, it may suffer accidental damage. If signage becomes chipped or cracked, it is well worth replacing. Especially as your signage is usually the first impression that your business will make, you’ll want to make sure it is a good one. If the cost puts you off, consider the fact that the value of on-site signage is equivalent to 24 full-page newspaper advertisements every single year.
5. Attracting Attention
The design of your signage is important for drawing attention. Aspects you will need to consider include your message hierarchy. This will typically cover three levels of information; your primary message should be the biggest and attract attention from far away. The secondary level will provide interest and intrigue while the tertiary level will offer the information for people who want to find out more.
Attention will also come from the right colour combinations. It is worthwhile considering your branding colours to ensure continuity across the whole business and make your business instantly recognisable. You should also consider the level of contrast you can achieve with your signage; high contrast achieves the best level of visibility while low contrast should be avoided for signage where you want to attract attention.
See the difference successful signage can make
If your signage needs refreshing for greater business success, visit our online store for a range of different signage options to suit your business needs.