Signage: It Can Make or Break Your New Business

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As a business owner you have a million decisions to make, especially when opening a new location or getting a first time business off the ground.  As you wade through government red tape for permits and legal protections, contractor decisions for the set-up of your facility, and marketing choices to best get the word out, you may not be giving your sign a whole lot of thought….but you really should.  Undervaluing the power of the first impression that your sign will make could be catastrophic to your business.

While traveling recently, we came across a great example of the damage that can be done by not using good signage.  A new business had just moved in to the area and set-up a fantastic facility for kids to jump on trampolines and run through ninja courses.  They did everything right with the facility.  The inside was clean, had bright colors, was well laid out, and had many friendly employees ready to engage kids in an afternoon of fun.  They did everything right with the marketing.  They hit social media hard, promoted on local radio stations, and offered deals to get people in to check it out.  It looked like this company was set-up for success with parents throughout the area talking about taking their kids there.  Unfortunately things went downhill when parents pulled in to the parking lot.

As many of these types of places are, this one was located in a large warehouse style building at the end of a strip mall.  This means an enormous surface area on the front of the building in which to put a sign.  This business chose however to print out a small banner to hang over the door.  It wasn’t properly secured and was thus flapping in the breeze, making it difficult to even read what it said.  Sadly many people pulled into the parking lot and either couldn’t find the place, or saw the sad little banner and decided to move on.  The impression it gave to parents was that this place was a fly-by-night company which did not instill the confidence parents want before taking their children inside.  These potential customers never had the chance to see the amazing facility inside or the eager-to-please staff members.

To avoid shooting your new business in the foot before you even get it off the ground, make sure your signage sends the appropriate message to your new customers.  They’ve got to feel comfortable that your business is legitimate.  If you do an amazing job inside, but your customers never walk through the front door, you’ve lost before you’ve even started.  Infinity Signs NW can make sure you don’t end up in this situation.  Our design team will help you come up with just the right signage to market your business to the community, our manufacturing team will create something beautiful, and our installers will make sure the work is properly completed. So before your big launch contact Infinity Signs NW and make sure you hit the ground running.

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New Year, New Look

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As we begin 2019, is it time for your business to get a new look?  Do you need to mix it up to grab customer’s attention again?  The best way is to reevaluate your signage.  After a while people drive by the same signs over and over and completely miss what they even say.  Haven’t you ever had that experience?  You drive through an area you’ve driven through a thousand times before and all of the sudden realize there’s a store there that you never knew existed.  Many times it turns out that the store has been there for 20 years.

What can you do to make sure your business isn’t in that situation?  Change up the look of your signage periodically.  Having something fresh and different will stand out to customers and cause them to take a second look.  Getting a new look can mean an entirely new exterior sign, the addition of an electronic sign, a new banner or special event sign, or simply a facelift of the existing signage.

Infinity Signs NW can help with all of these services.  Our installation team can take a look at your existing signage and make recommendations on everything from giving it a good cleaning to servicing and repairing anything that’s been damaged. The design team is also available to work with you if you’re looking to go in a new direction entirely.  You’ll need to consider whether you want to keep some of your existing sign features such as font, color, or use of images or scrap everything and completely start over.  This is where working with a design artist can be extremely helpful.  Let us work up some images for you to give you an idea of what it would look like to make big changes verses smaller ones and then you decide which best reflects your business.

The quick turn around on manufacturing from Infinity Signs NW means you’ll be getting the benefits of your new signage right away.  You’ll be sure to get everything you can out of this New Year.  The installation staff will have your new signs up promoting your company before you know it.  Make 2019 the year your company stands out from the crowd with a new look in the community.  This could be just what you need to bring in new customers and grow your business this year.

For-Sale-By-Owner like a Professional

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More and more sellers are considering selling their home themselves, and with an average cost savings of just over $14,000, it’s easy to see why.  While many buyers are quick to make great use of the internet, various apps, and even the MLS they forget about the value of printed material.  Making a small investment in professionally printed signage and brochures can help you sell what is often your largest investment.. For a minimal cost you can market your home just like a professional real estate agent.  The print professionals at Infinity Signs NW are here to help.

First let’s consider outdoor signage.  You’ll want a nice sign in your yard with your contact information and possibly a fact or two about the house.  You’ll also need some signs to put at major cross roads to get the word out to the public that you have a property for sale in the area.  Both of these can be done with excellence by utilizing a professional designer.

Second, you’ll definitely need flyers or brochures to hand out to offer the full background on your home.  This is an opportunity to provide the basic information as well as much more.  Photos printed professionally on flyers makes a huge visual difference verses photos printed from your home printer.  Given that these images are likely to be referred back to by potential buyers many times, it seems worth the time and money to make sure they’re high quality.  For most people selling a home is something they only do a few times in a lifetime so having the expertise to properly layout a flyer is not something you’re likely to specialize in.  The design and layout can be overwhelming if far too much information is provided, and completely disorganized if not done correctly.  You want to make sure the most critical information, the high points of the home, and details that are important to buyers are displayed in the most clear and concise manner possible.

With quick turnaround available, Infinity Signs NW can sit down with you right away to design everything you’ll need to sell your home professionally but without the hefty realtor fees.  If you want to get the most money for your home then your home needs to command that price, and it starts with a professional presentation of everything it has to offer.

The Power of Color

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One of the most powerful tools you have when creating brand recognition is color.  The right color selection and placement will stick with customers, and forever be associated with your name.  However it can be tricky to select the colors that best suit your business, so here are a few tips to help you get started.

First, keep it simple.  Too much color will be overwhelming and completely lose its effectiveness.  You want the customer to associate the color with your brand so limit it to 2 main colors and 1 accent color.  The 2 primary colors should have similar tones and go well together, while the accent color should be different thus causing it to really pop off the page.  Your primary colors should both be either warm or cool.  Browns, tans, blacks, golds and beige are considered warm while white, silver, gray and ivory would be cool colors.

Second, be consistent.  Once you’ve settled on the colors you’re going to use they should be everywhere.  Your signage, website, logo, literature, company shirts, and advertising should all use the exact same colors.  You don’t want to have one set of colors for your website, but a different set for your building signage if you’re trying to build brand awareness.  Keep the colors, even the hues of the colors, the same across the board.

Third, consider your personality.  There are some key areas to look at for the personality type of your business, and thus the colors that will best reflect that to your customers.  Take a look at the break down below to help you sort it all out.

Feminine (pink) vs. Masculine (dark blue/brown)

Playful (orange/yellow) vs Serious (green)

Luxurious (purple) vs. Affordable (light blue/white)

Modern (black/white) vs. Classic (brown)

Youthful (pink) vs. Mature (black/brown)

Loud (red) vs. Subdued (gray)

Finally, know your audience.  While it’s important that your colors reflect your company, it’s equally important that they speak to your potential customers.  Give some consideration to the personality type your most likely to find in your customers and whether that’s reflected in your color choice or not as well.  Choosing your color scheme is a big decision and the designers at Infinity Signs NW are here to help.  We can work with you to make sure your colors will help establish your brand, speak to your customers and reflect your business personality.  Infinity Signs NW can take you through the whole process from choosing colors to turning that into signage, literature and employee shirts.

Why Salespeople Love Brochures

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As more and more customers come into the sales process already thoroughly educated on the product they’re looking to purchase, thanks largely to the plethora of information available on the internet, it changes the sales process some.  The customer is no longer looking for the basics, they already have that, instead they’re looking for your salesperson to be an “expert”.  Having a high quality, print brochure can help your salesperson immensely in striving to meet this demand and earn business.  Here are a 5 reasons why:

  1. Legitimacy – customers realize that virtually anyone can put up a website that can appear authentic, while in fact they may be a fly by night business. Having a well-designed brochure gives the impression of a solid, stable company that’s invested in their industry and will be around long after the sale is complete. It immediately improves the impression that person has of your salesperson.
  2. Messaging – your brochure is a great way to make sure all of your salespeople are delivering the same message to your prospects. Encouraging, or requiring, the use of this tool will make sure the most critical points about your product or company are covered in every sales discussion.  It allows you to have some control over the messaging that’s being delivered in the field.
  3. Talking Point – the brochure actually makes life easier for the salesperson by providing images they can reference during a discussion, fast facts that answer many questions that the customer is likely to ask, and creating an easy flow through the conversation. For many salespeople a good brochure is all they need to walk a client through their entire sales presentation.
  4. Notepad – most sales calls require pricing discussions and many salespeople love to use the brochure to note price options, available discounts, and pricing for add-ons. It keeps all of the most critical information in one place for the prospect to reference after the salesperson leaves, and in many instances it can give the impression that this pricing is special, just for this client and just for this window of time, which encourages the prospect to move quicker in the sales process.
  5. Images – in many cases the salesperson won’t have the actual product or service they’re selling with them so having good images is critical. The images in the brochure will draw people in, break up the stream of words, and explain complex concepts.  In the end the image is what is most likely to stick with someone after they close the brochure.

While it may seem that printed literature is a dated concept, it actually remains incredibly relevant in the sales process.  If you ask your sales team they’ll tell you that there are very few more effective marketing tools for them to have in their toolbox then a well-designed, eye-catching, quality brochure.  The professional designers at Infinity Signs NW are available to work with you and your team to create your perfect brochure.       

Window Graphics Marketing

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The windows on the outside of your business are a unique opportunity to advertise to potential customers, without reducing visibility for employees.  Window graphics allow you to still see out, but customer’s to see your message.  There are a tremendous number of benefits to taking advantage of this marketing space.

Nearly anything can be printed – photos, logos, text, product information, directional details, etc.  Often your store front will have multiple window panels allowing for the opportunity to display several different items.  This is a great way to put a significant amount of information into your customer’s hands in just a few seconds.  Let them know who you are, what your business offers, and current deals all in the blink of an eye.  Using bright colors will attract attention from a substantial distance and make buyers curious to see what the display is about.

Window graphics are also temporary.  They can easily be removed and replaced as your needs change.  The professional installers at Infinity Signs NW can come swap out one graphic for another and instantly you go from your summer specials to what’s new for the fall. In addition they allow you to constantly present a modern, trendy look rather than a more permanent sign that will look out dated at some point. While easily removed, they look far more professional than putting up posters or using window paint.  A beautifully designed window graphic lets customers know you’re a serious business, with a product they should check out.

At Infinity Signs NW we can create custom window graphics in whatever size, shape, color, style, finish, or quantity you need.  We can assist with the design & layout, printing, installation, and when needed removal/replacement.  Window advertising is one of the most cost effective ways to reach your customer base.  Your windows are essentially a large, low-cost billboard that you have unlimited access to.  Windows can be a great opportunity to set the mode for your business as well.  If you offer services for children, the windows can be decorated in a kid-friendly way to excite them to come inside.  Maybe you’re focused on travel, set the mood with images of far away places.  The options are truly limitless.  Contact our design specialists at Infinity Signs NW to get started and begin using your windows to drive sales.

The History of Signage

historical sign

Signs have been around far longer than you might imagine, just not in quite the way you might be thinking.  According to Wikipedia signage is defined as “the design or use of signs and symbols to communicate a message to a specific group…Signs are any kind of visual graphics created to display information to a particular audience.”  Using this definition the first “signs” were cave drawings such as those done by the Egyptians and others to pass information on to future generations.  These signs were a way of keeping track of history, but also providing useful information about potential danger as well as opportunities for food in the area.

Fast forward a few hundred years and other types of signs emerge.  Religious groups began to use signs, such as the cross or the moon, to indicate religious affiliations. The first commercial signs are found in about this same time period with examples having been recovered from the Greek and Roman peoples.  They used stone to create signboards to put on shop fronts as well as for officials to announce public events.  In addition there have been examples recovered from the outside of shops where there were white areas which would then have symbols painted on them to indicate what type of building it was.  Some of the earliest still exist today such as the red and white pole for the barber’s shop and the three balls which indicate a pawnbroker.

english pub sign

In the 14th century King Richard II of England made signage a law.  He required shops to put up signs on their property with his legislations that stated “whosoever shall brew ale in the town with intention of selling it must hang out a sign, otherwise he shall forfeit his ale.”  Given that no one wanted to forfeit their ale, signs became common.  As time went on and more and more shops went up, the shop owners had to get more elaborate in their signage to differentiate themselves, thus we move in to the more modern versions of signs.

Many shop owners thought the answer was bigger signs, this became a hazard to the public as well as an eye sore, which is when government began to get involved with legislating the size and location for sign placement.  In the 19th century painting of signboards became so popular that local artists were able to support themselves just from this type of work. In addition, some inventions came along that really helped the industry – gas lighting, the industrial printing press, and electricity.

neon sign

The next major sign developments came in the early 1900’s.  Lights began to be added to signs, initially just for businesses that operated after dark but eventually to nearly all signs.  In the 1920’s came the invention of the neon sign.  This provided signage that could be easily customized and highly visible. For many years neon signs became the standard.  In addition, the creation and widespread adoption of the automobile led to the need for street signs and street safety signs at about this same time.  From here plastics were introduced which allowed for large scale production of signs with the flexibility to make changes easily.

From there it was a quick jump to the sign industry of today which is estimated to be just over a $50 billion dollar a year industry.  Now signs are available in any color, size, material, or shape you can imagine and can be displayed in hundreds of manners.   Infinity Signs NW is a proud part of the history of the sign industry with our team’s creative energy helping to further advance signage and move it towards future development.