Purpose of a Sign

Sign Function

When thinking through the signage needs of your business you may immediately start thinking graphics, color schemes, sizing and location but you might want to slow down a bit. There are a whole host of different types of signs and choosing one that will be most effective comes down to knowing what the goals are for that sign. Take a few minutes to think about the primary function of your sign. Is it directing people to your location or navigating them through an event? Is it going on the outside of the building or hanging in the window? Will it be for permanent use or a temporary need? Here are a few specifics to think about when determining the function of your new sign.

Directional Outside Signs – these signs are intended to help customers find their way quickly and safely from the street to your store. They have to be placed perfectly and easily read by people passing by in moving vehicles. This type of sign can be critical if your business is located towards the back of a shopping plaza or is hard to see from the road. You need to inform the public that you’re there as well as direct them how to get there, all with enough time for them to change lanes, slow down, and turn into your parking lot. That’s a lot to ask from just one sign which means the design must be well thought out.

Awareness Signs – nearly 50% of people who were recently surveyed said that they had failed to find a business because the signage was unclear or too difficult to see. If you’re creating a sign with the primary purpose of letting customers know of your existence, then it must be clearly visible from the street and easy to read. Awareness signs that are unclear and unsuccessful in getting customers to your business have failed their primary function.

Move to Purchase Signs – outdoor signs that have the goal of getting people to make an impulse purchase can be tricky. They need to be as large as is reasonable for the location and placed in a highly visible area. Usually bright colors and limited text work best. Often these signs are very focused on a specific sale or promotion that can be enough to get a customer who wasn’t formerly thinking about buying a piece of jewelry to stop what they were doing, come inside your store, and make a purchase.

Increase the Average Sale Signs – after a customer has decided to make a purchase you want to do everything possible to increase the amount of that sale. This can be done through indoor signage with the function of prompting an add-on purchase. This can be done with signs throughout the store about sale items or signs right at the register about low priced point-of-sale purchases. If this is the goal of your sign it needs to be eye-catching and enticing with text that motivates immediate purchase.

Creating Effective Retail Signage

Retail Signs

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.

Best Uses for A-Frame Signs

A Frame Signs in Boise

A-Frame signs are popular and you’ve likely seen many around town. They’re the perfect way to attract attention from customers both walking and driving by. Their affordable price point makes them accessible to every business and makes it easy to purchase more than one for multiple marketing campaigns. A good sign shop can help you design one that’s eye-catching and effective.

In addition to being inexpensive, A-frame signs are durable. They have what it takes to survive winter snows, high winds, and big crowds of people. The design of this type of sign allows it to be filled with water or sand to keep it sturdy, but should it still get knocked over, its rigid material keeps it looking great.

Here are a few ideas for ways to utilize an A-frame sign for your business:

  • Sidewalk Advertising – this is probably what you think of as “traditional” for A-frames. Most businesses utilize them to increase foot traffic through a persuasive message and compelling design. In addition, the double sided advantage that they offer provides an opportunity to let customers know about more than one reason to come inside.
  • Safety Signs – if your HOA is looking for ways to get cars to slow down these signs can be the perfect choice. Simple messages such as “Slow Down” or “Children Playing” will get the attention of drivers and make them aware of the dangers they’re creating by speeding in your neighborhood.
  • Directional Signs – big events require signage that is highly portable and reusable for directing people to sites within the event location. A-Frames are perfect. They fold flat and stack easily for storage between events and are lightweight for easy transport.
  • Vehicle Information Signs – in construction areas or high traffic locations having proper signage is critical to keeping traffic flowing quickly and safely. A-frame signs with reflective decals keep drivers informed even in low-light areas. They’re made from a strong plastic material that protects them from damage from passing vehicles.

If you’ve never purchased an A-frame sign for your business you really should give it consideration. Their incredible versatility makes them perfect for any type of business. In addition, they’re hard to miss. When you’re walking down the sidewalk they are literally right in your path. Your eye is going to be drawn to them and, with Infinity Signs, NW helping with the design, attention is sure to zero in on your messaging. If you’re looking for signage that won’t cost a fortune but will last a lifetime – you’re looking for an A-frame sign.

3 Great Ways to Market your Boise Business in 2020

Marketing in 2020

As we launch in to 2020, many businesses are reevaluating their marketing strategy and looking for ways to drive new business for the coming year and the new decade. This may mean a logo redesign, a face-lift for old outdoor signage or an eye-catching new vehicle wrap to grab the attention of busy customers on the road.

Every brick-and-mortar business knows that staying competitive in an increasingly on-line world has its challenges, but one of the biggest advantages you have is your physical presence in the community. Take full advantage of it by gaining brand recognition through increased local marketing efforts utilizing modern signage methods. Here are 3 great ways you can increase traffic this year – without breaking the bank.

Banners – banners are an inexpensive way to launch a new marketing message. They’re easy to install, can be moved to various locations, can be fabricated quickly, and can have a big impact on sales. The versatility of banners makes them the perfect tool for every business owner. They can be printed in virtually any size meaning you can hang one on the side of your building, or simply over the cash register. They can be printed in bright, vivid colors or classy more restrained color pallets. Infinity Signs, NW has helped many companies throughout the Boise area create effective banners that catch people’s attention and increase sales.

Vehicle Graphics – if you’ve not yet tried adding graphics to your business vehicle you really don’t know what you’re missing. The increase in brand recognition that a vehicle wrap brings is simply unbelievable. Whether that vehicle is parked at a customer site, driving around downtown, or even parked for the night in front of your business – it’s still working hard to promote your company. Literally thousands of people each and every day will see the stunning graphics, design, and colors you’ve selected for your vehicle wrap. Even your website doesn’t generate that kind of traffic.

Indoor Signs – the signage in your building can provide a lot of value to your business. Of course it can keep you in compliance with various local laws and ADA requirements, but it can also create a powerful effect for new customers entering your lobby, improve company moral with employees, and promote company initiatives. Consider adding a professionally-designed and installed dimensional sign. Infinity Signs, NW has come up with some incredible 3D signs that look amazing when installed in a business lobby. Your indoor signage can go a long way towards creating the look and feel of your business, it’s worth investing in.

If you’re looking to start 2020 off running contact Infinity Signs, NW today and get your new signage project underway. Our many years of experience make us the perfect partner in the sign industry.

Keeping Sales Momentum through Year End

Sales banners

With Black Friday, Small Business Saturday, and Cyber Monday in the past how can you keep up the momentum through the end of the year?  There are a variety of ways to go about maintaining strong sales throughout the month, and good signage can be a key to your success.

Store Hours – many businesses adjust their hours for the holiday season.  If you’re a business that will be closing earlier, or on specific days, the last thing you want is your clients showing up, finding you closed, and leaving frustrated. On the other hand if you’re increasing your hours of operation you want to be sure that customers are aware and traffic stays strong through those extended hours.  In either situation it’s critical that you have effective, highly visible signage to keep buyers informed. Consider putting signs throughout the store, not just on the front door. Placing a sign near the cash register or in the lobby will make sure they don’t get looked over.

1 or 2 Day Sales – while you may be prepared to run a sale through the entire holiday season, it’s better to run multiple different campaigns throughout the month. Promote the upcoming sale heavily, but limit the length of it to create a sense of urgency. You’ll need good signage to effectively pull this off.  Banners are a great way to make a big impact. Consider ordering several different banners each promoting a different sale. This will ensure customers take notice as the banner is regularly changing. Proper signage is also extremely helpful in clarifying for customers exactly what is, and is not included in the sale. There’s nothing more frustrating for a buyer than getting to the register and finding out that the product they thought was on sale is actually excluded. Rather than risking the whole sale over a miscommunication, use clear signage throughout your store to keep everyone informed.

Bundle Products – the ultimate goal is to increase the value of the average order or purchase. One great way to do this is by bundling several items together at a slightly discounted price. Making 30% on a $100 sale is better than 40% on a $30 sale. Find similar products that the customer may have interest in acquiring and offer a nice package deal. Depending on the product, you could even offer to literally bundle them into a nice basket or holiday wrapping to make them the perfect, and easy, gift item. Consider the use of a sidewalk sign to let customers know about the current bundled package being offered.

Record sales are expected in this year’s holiday spending and if you want to make sure you finish strong be sure to effectively use signs both – big and small – to encourage your holiday shoppers to fill their stockings with the perfect item from your store.

The Powerful Effect of Combining Materials

Multi-layered Sign Materials

When considering your interior and exterior signage designs don’t limit yourself to the use of just one material.  In many cases combining different materials, such as wood with metal, creates a truly unique and striking look.  The metal letters stand out sharply in contrast to the wooden background and really draw the attention of the people driving past.  The same is true for many other combinations of materials.

The addition of a second material gives your sign added dimension, which is a fantastic and increasingly popular look.  You can also achieve that 3 dimensional look by layering the same material on top of itself.  Let’s say you used a brushed stainless or aluminum background material but then layered your text in the same material on top.  You could use a bright color for the letters to make them stand out from the background, while maintaining the feel of the metal.  This is also the perfect way to bring your company colors through to your signage and further increase your brand recognition in the community.  Another way of doing this is by using two different colors or types of wood all on one sign.  A lighter colored wood for the background but a dark wood for the logo is a powerful look.

By using a different material for the lettering you also have the opportunity to create spacing between letters and background, which is the perfect place to add in some halo lighting effects.  You could do white light or colored to really make the letters pop.  Lighting improves your sign’s visual effects during the day as well as increasing visibility at night.

Layering multiple materials is not just for exterior signage.  This look is a fantastic addition to your company’s lobby as well as in the production of directional signs. It gives your business a fresh, modern look in addition to being sure to be noticed by anyone walking through your hallways.  Give Infinity Signs, NW a call today to discuss how we can help you take advantage of integrating multiple materials into your next signage project and you’ll have the confidence that your sign will literally stand out from all the others.

Sign Materials, a World of Options

Materials for Business Signs

As you consider the purchase of a new business sign you’ll likely start looking at all the different signs you see around town.  One of the first things you’ll notice is the huge variety of materials that people use.  This can be confusing.  How in the world do you know which one is the best for your company’s needs?  To get to the bottom of that decision let’s review the features and benefits of the different choices.

Acrylic Signs– these signs are made of a plastic material that is the perfect substitute for glass.  It’s durable and lightweight, making it preferred to glass, but maintains the transparent look that makes glass so desirable.  This is the ideal option when creating a backlit sign or using 3D lettering.

PVC – this type of sign is made up of several layers of “foam” fused together to make a very lightweight and economical sign, that still has a high degree of rigidity.  It has a nice smooth front that is perfect for trade show signs, menu boards and point-of-purchase displays. PVC is a good choice for both indoor and outdoor displays.

Wooden Signs – a wooden sign is a great choice for businesses that want a more natural feel, as it sets the tone for the business.  It’s not a sleek, modern choice but instead more of a rustic, stable feel.  Wooden signs are unique in that they can be cut to virtually any shape, and lettering or graphics can be routed or carved to create a 3D appearance.  They can be painted, sandblasted, stained or left completely natural which gives you a tremendous amount of choices when designing your sign.  They’re primarily used for outdoor signage.

Aluminum Signs– this is the ideal material choice for customers who want a metal sign.  It’s resistant to corrosion, affordable and relatively light weight. Aluminum can also be cut into any shape that fits your business.  It can be brushed or left shiny, can be painted or not.  It’s often the choice of those who are looking to invest in something for the long-term with a modern look.

Vinyl – this is the material you typically see for things such as window graphics, banners, vehicle wraps and other more temporary installations.  It’s incredibly versatile, can be printed in vibrant colors, often contain attention catching graphics, and can be moved to multiple locations.  It’s perfect for temporary signage, trade show displays, or mobile graphics.

There are many other material options such as corrugated plastic, fiberboard, aluminum composite, copper, stainless steel and a hundred others. In most cases its best to review your design and sign needs with the team from Infinity Signs, NW before deciding on a material.  We’ve worked with countless companies to determine the perfect material for their sign needs.