It’s impossible to walk or drive through an urban environment today and not see signage. Every business has signage, largely because it’s the simplest, most accessible form of advertising. Storefront signs say, “My business operates here.” Flags and banners say, “We’re having a sale right now.” Big window clings say, “Look at the products I sell.”
Not only is this type of signage all around us, but it’s a ubiquitous part of how we interact with the world as consumers. The types of signage we’re exposed to and the messages we see cause us to act and react with the brands delivering them. This is all to say that, from a business standpoint, having the right signage is very important for success!
Why Signage Is Important for Any Business
Signage plays many different roles for a business. Your signage is never
just an advertisement or a piece of branded collateral. It’s a powerful and multifaceted marketing tool.
Here are some of the ways to think about signage, beyond the means to sell:
- Inform, direct, or entice a customer to take a desired action
- Attract attention, create intrigue, and promote interest
- Expose people to and educate them about your brand
- Strengthen your brand’s awareness and customer recognition
- Stand out from the competition
Above all, signage is a tangible, visible representation of your brand. When consumers look at it, they draw conclusions about your business based on how it looks and what the message says. They’ll make assumptions—warranted or otherwise—based on how your signage comes off to them.
If your signage sends a good message and creates a positive emotion, there’s a good chance your brand will benefit in some way. A customer might decide to step inside your business and buy something or develop a positive association with your brand that leads them to recommend you to a friend. Unfortunately, the opposite is also true. Poor signage will spark a lackluster response and may even lower people’s expectations or perceptions of your business. In a world where perception is reality, good signage is vital and important!
Make Signage Part of Your Marketing Strategy
Signage is one of the best ways to interact with people in the physical world. Consumers can’t send a sign to spam or unsubscribe from your signage. It’s always there, always visible, always prevalent. In the age of digital marketing, nothing comes close to the staying power of physical signage.
For these reasons, signage is a great addition to your marketing strategy. It provides an opportunity to capture an audience that you may not normally reach on other channels, and it reinforces your messaging to build loyalty with existing customers. Where, when and how you display signage gives it an almost infinite range of possibilities to build awareness, drive traffic, and spark more sales.
Like all your marketing, you want to reach the right people, at the right time, with the right message. With signage, you have the benefit of choosing the location it’s displayed. Consider the context of that location, and cater your messaging accordingly. For example, a sign in the window of a business will prompt more immediate action and can lead to a purchase, whereas an advertisement in an airport will be more informational.
Use Signs to Grab Attention
Also consider your audience. Your message should be relevant and meaningful to the type of person you’re trying to attract—including copy, visuals, tone, branding, and the call to action. Use language and images that will resonate with them and give them a reason to do something other than just look at your sign. Push them to act!
The possibilities for signage are virtually endless. Businesses can create signs in any size, shape, color, or material and display them just about anywhere. Really, you’re only limited by your imagination, but there are some best practices to keep in mind:
- Keep your message simple. No more than seven words is a common rule of thumb.
- Make the text big enough that it’s easy to read from afar.
- Choose a compelling color scheme—one that’s on brand, yet easy on the eyes.
- Provide contrast between text and colors or backgrounds to ensure legibility.
- Keep it consistent with your brand identity, including copy, images, and CTA.
Want to really kick your signage up a notch? Consider placing it where and when your audience least expects it, but where it’s poised to make a big impression. These are generally places where immediate action isn’t possible (like in a bathroom or on a billboard), but where the unexpectedness of the sign will imprint its message in a more meaningful way.
You can also take a creative approach to get people intrigued by your signage. Ever follow arrows on the ground or footprints in a store? That’s creative signage at its finest!
What Signs are Best for Your Business?
The type of signs you select will depend heavily on their intent. Below are some of the most common types of commercial signage and their benefits.
Banners, Flags, and Large-scale Signage
There’s no ignoring
banners, flags, and other large-scale signage outside of a storefront! These can’t-miss signs are best for general attention-getting and communicating one clear objective to attract passersby and draw them in.
Wall and Floor Graphics
Great for indoor and outdoor applications alike, wall and
floor graphics give direction, boost brand awareness, and promote clear actions for customers.
Use
wall graphics to showcase your brand and reiterate your brand values. One way to think about it is as a statement wall, but instead of paint it’s a branded wall graphic! Floor graphics are great for wayfinding but can be useful for delivering brand messages, too. Today, many businesses are using floor graphics as a way to enforce social distancing.
Digital Signage
Digital signage blends the benefits and broad possibilities of digital technology with the proven efficacy of physical signage. The result is highly-customizable, always-relevant signage.
Digital signs are a good option for those who want greater flexibility and personalization. They allow you to easily adjust your message for different audiences or at different times of the day. They offer variety in media types, such as videos, GIFs, and animations in place of static imagery. And in some cases, they even encourage the consumer to interact with your brand, as with touchscreens and digital wayfinding signs.
Vinyl Graphics
Not just for vehicles,
vinyl graphics can turn windows, kiosks, furniture, cornhole boards, and anything else with a smooth surface into a curated advertisement with a clear, concise message.
With vinyl graphics, you have the ability to provide information about your business or advertise in non-traditional places. Additional benefits include: resilience against weather and wear over time; full customization across shapes, sizes, styles, and colors; and reusability when printed with the right materials.
The options for signage don’t end there, and neither do the possibilities for attracting and engaging your audience. Talk to a signage expert at AlphaGraphics Lisle to learn more about the many types of signage and the infinite customization options available, so you can bring your message to life in the most effective way.