Good signage is a cost-effective way to make your company and brand stand out from the crowd. According to a survey conducted by FedEx, eight out of ten customers decide to enter a store for the first time based primarily on signage. Conversely, 50% of potential customers are deterred from entering a storefront if the signage is poor, unappealing, or contains spelling or grammatical errors. What are some key factors to consider when choosing signage and designing for signs?
Location and Placement:Where you place your signage is where you will be branded. The people who drive by that location will begin to know who you are and what you have to offer and also become your local clientele. The first thing you should think about before making any other design-related decision is the intended placement of the sign. The intended placement of your sign is likely to affect the choice of material used. Is it an indoor sign or an outdoor sign? The placement can also affect the color scheme (or even the entire design) used. For example, the color scheme of your sign should be in contrast to where it is placed.
Intention and Audience: What is the purpose of the sign? The sign should be relevant to in order to target the right customer, in the right place, at the right time in a way that other marketing channels do not. High quality signs are a genuinely creative marketing channel that delivers the message in a way that is fresh and relevant. In order to know what to include, you need to think about exactly what you want to achieve with your sign. Are you simply looking to increase brand awareness? Or are you looking to inform viewers about a certain product/service or aspect of your business? Is there a specific action you want them to take? When you’re designing your sign, you really need to keep in mind the aim and include only information that is likely to help bring results.Signs can educate, entertain and inform, and persuade the consumer to take certain purchasing decisions. Signs are also used to draw attention to promotions and to convey information about the business.
Branding:Signs can be an essential component of a business’s overall marketing strategy. A sign that contains the company’s logo can help reinforce its brand. You should always keep your brand in mind throughout the entire design process. Just because a certain color might be the brightest, it doesn’t necessarily mean it should be used in your sign design if it doesn’t fit in with your existing brand.
Size:It’s important to choose the right dimensions to cater to the messaging you want to display and in the space that is available. You also need to keep in mind the size of objects in the location of the sign and the size of the writing on the sign itself. Bigger is not always better when it comes to signage. Sometimes having a sign that is too big can be a distraction and take away from your message.
Keep it Simple: Most signs need to communicate your message in as little time as possible as most of the target audience simply don’t have time to be reading paragraphs of text (since they are likely walking or driving by). When designing your sign, make sure to really think about the copy that is and isn’t needed. Try to remove anything that is unnecessary and communicate your message in the most simple way you can.
Depending on location, whether interior or exterior, signs work all year round. They’re visible continuously which makes them a worthy investment that will work for you with no effort required, no matter what time or day of the year it is.
Need some advice on the design of a sign? Our design team can work with you to brainstorm ideas about placement, size, and imagery.