Smart businesses understand that a cardinal rule of attracting customers and retaining them begins with signage. Good quality signs makes an effective and easy way to push foot traffic while communicating with customers. Bad signage has the opposite effect: it leads to confusion. Signage should be a thought out process and must not simply be an add-on.
Business signs must be useful and clear. You should consider your business signs as the silent but prolific sales person. It assists customers to navigate the business without asking your staff the basic questions. Similar to an employee, the appearance of the sign, like colour, messaging, quality and visibility need a specific amount of consideration and development. Like the employees, signs could be given job responsibilities like sales information, wayfinding, usage and product information.
You must keep in mind the following best practices when considering signage and store layout.
Best practices in business signs
Regardless of the different kinds of signs you have finally decided to include in your physical brick and mortar business, you should consider the following best practices:
- Specific is good: The right message in the right place can be provided only by a customized sign. This is termed “narrowcasting”. Include particular details like relevant service information and location particular instructions.
- Should be simple: The message of your business sign must be clear. Do note that signs with excess information tend to be ignored. Either shorten the message or use a series of signs
- Write headline text: Simplify the text. The punch line should matter
- Make a call to action: Note that signs are actually advertisements, and like a better advertisement, there is a need to push the customer to do some activity. Every effective sign must have one simple aim.
An outdoor sign is extremely important in any business as this gets customers to the door-which is arguably the toughest hurdle to cross in any business relationship. The first impression of any customer is the company’s external sign. These signs do not simply announce your identity, they should also attract customers and compel them to want a few things from you.
The list of outdoor signs also include entrance signs, window signs, and sidewalk signs. The signage should be placed in a high traffic area and must be visible to the maximum number of people. The purpose of exterior signs is to attract people in.
It is also known as wayfinding, organizational, departmental or directional signage. Such signs assist the customer to easily navigate your business space. If you potential customer finds what he or she wants easily, there is a greater chance they will continue to give you repeat business.
The name “Directional” signage explains it all. It instructs the customers as to where they will go. All kinds of instructional signage must be easily readable and concise. The aim is to make the customer understand with only a passing glance. Bold, big fonts in visible colour schemes are perfect to accomplish the goal.
This kind of signage will influence customer behaviour via an attractive imagery or convincing language. Such signs can advertise specific promotions or products. Persuasive displays or signs have the power to influence the customer flow and also improve any interactivity with products that will otherwise go unnoticed. The signs which highlight a specific kind of product provides an opportunity for businesses to communicate particular details of featured, new or seasonal items.
The use of persuasive signs permit brands or products to communicate effectively with the customers. These kinds of displays turn an ordinary product to a massively popular one. A higher value of products are perceived and brand awareness is also increased.