You have a very small window of time, say about 3 seconds, with which to grab the attention of your customer and entice them to do something. In order to be effective in that limited amount of time you’ve got to have high impact signage. Not only are you fighting the short attention span your buyers have, but you’ve also got to overcome the rapidly increasing online shopping experience. You’ve got your work cut out for you, but Infinity Signs NW is here to help.
The research has proven that good signage can drive sales, and recent surveys have found both large and small businesses are planning to spend more on good signage in 2020 than ever before. Repeated studies have shown that retail signage impacts purchase decisions by navigating customers through the store in a particular traffic flow, increasing brand recognition and informing about new or different products. If all of this has you ready to increase your sign budget this year, here are some tips to make sure you get the best possible return on that investment.
Be Concise – in the era of complete conversations boiling down to a tweet or an emoji there’s no place for tons of words on your signs. Try to keep it to just 3-5 words to convey your messaging in just a glance.
Call to Action – let the customer know exactly what you want them to do after reading your sign. The best way to do this is by listing the primary benefit that you’re offering your customer. For example, “Carpet Stained? Schedule a Cleaning” or “Eliminate Flea and Tick Risk”.
Possession – just like when a real estate agent shows you a house and tries to get you to picture your kids in the backyard or your couch in the living room…you’ve got to do the same thing. Use the words “you or yours” in your sign copy to get the buyer visualizing themselves using your product or service.
Placement – where you place your sign can have a huge impact on its effectiveness. If you feel it isn’t working, try moving it to a different location. Sometimes the best place for your sign isn’t the most obvious. If you’re not sure ask a friend or family member what signs they noticed when they visited your store, and use that feedback to place new signs.
Color – the colors you use on your signs should be contrasting, not matching. The best options for color combinations that allow the words to jump off the page are: yellow on black, white on blue, black on yellow, green on white and black on white. Other color combos can leave readers struggling to make out the words.
There are many other tips and tricks for creating perfect retails signs. Contact Infinity Signs, NW to discuss the specifics of your business and come up with the perfect signage plan for 2020.