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.

Are Vehicle Wraps Still Effective in Winter?

Winter Vehicle Wraps

If you’ve not yet gotten a company vehicle wrapped you might be concerned that you’ve missed peak season because summer is coming to an end.  It turns out that this is definitely not the case.  In fact getting a vehicle wrap done now in time for the winter could actually be the best marketing opportunity you’re going to have for the cold weather months.

In the winter many smaller business loose some of their primary marketing methods.  Foot traffic goes down substantially, which limits the viability of sidewalk signs or window displays significantly.  In addition, outdoor events such as festivals and shows come to a halt.  The chances to display your banners at these events is completely eliminated.  So how can you continue to get your name out there in the community when the majority of the community is staying in?  Vehicle wraps!

Whether it’s cold or not everyone has to get in their car and drive to work, drop the kids at school, or go to the grocery store.  So, while people may not be going too many other places, they are still spending time in their car out on the roads.  This means you’ve got to meet them where they are. In fact winter is the perfect time to increase the number of wrapped vehicles you’ve got out on the road.

You’ve likely heard the stats on vehicle wraps.  They are far and away the most cost effective marketing method for the number of exposures you’ll get.  People notice graphics on vehicles and at least on a subconscious level they remember the brand and images associated with it.  Many people will take a picture of the contact information from these vehicles and will result in a sales potential.

While you may now be thinking about all the great benefits you’re going to get from your vehicle wrap during the upcoming snowy months, the best part is that it won’t end when the temperature begins to rise.  Your vehicle wrap will look great for years and will continue to be your most effective marketing tool through many different seasons.  Another perk of a vehicle wrap from Infinity Signs, NW is that while it could last years, it doesn’t have to.  If you want to market something that’s only appropriate in the winter, such as snow removal services, and then change your vehicle over to marketing for lawn care in the spring, that’s easy to take care of.  Give us a call today to get your vehicles ready to drive business this winter.

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.

Steps to Remove a Decal

decal removal
15669589 – marion, wi – september 16: rear window decal on 1980 blue ford mustang car at the 3rd annual not just another car show on september 16, 2012 in marion, wisconsin.

While adding decals to your vehicle or business window is a great way of messaging to your customer base, there may come a time when you need to remove those decals.  In some cases, the decal is simply promoting something that’s no longer relevant or maybe you’ve rebranded with a new logo and want to make sure that’s the image hitting your customer when they walk through the door.  Either way the first step is to remove the existing decals without leaving any marks or scratches, and prep the surface for your new one.

This may seem odd but to begin the removal process start by cleaning the decal and the area around it.  This can be done by simply using a sponge, warm water, and some liquid dish detergent.  Soak the sponge in the soapy water and scrub the area well to remove any built up dirt or grim.   Use clean water to rinse off the bubbles and then a cloth to dry the area.  Make sure the decal is completely dry before moving to the next step.

Look over the decal and identify if there are any weak spots.  In many cases the corner or edge is likely to be the best spot to start.  If you don’t see anything obvious pick a little at the edges until you find an area that seems more ready to peel off.  Next get a hair dryer and use some heat to loosen the adhesive.  Begin by pointing the hair dryer at the center of the decal and then moving out in slow circles.  The hair dryer should be just a few inches off the surface of the decal.  You’ll need to move slowly, holding the heat over each surface of the decal for several seconds.  The decal should feel warm to the touch upon completion of this step.

To further loosen the corners or edges apply rubbing alcohol or WD-40.  At this point it’s time to start scrapping the decal off.  This can be done using anything with a soft edge.  Avoid using a metal blade as this is likely to scratch the surface of the material underneath the decal.  Your fingernail, an old credit card, or a plastic spatula are all good options.  Began your scraping at the previously identified weak spots.

Once the sticker has been completely removed use a glue removal product to clean the surface area.  This can be done by applying it to a cloth and rubbing it over the area formerly covered by the decal until the area is completely clean.  Clean the area again with your sponge and warm, soapy water.  If the decal was located on a vehicle, apply a fresh coat of wax as a final step.  Now you’re ready to start promoting the next phase of your business.

Business Card Etiquette

BusinessCardsNew

Business cards have been an effective way for people to market themselves for decades. To make sure business cards achieve the desired effect, there are some rules of etiquette and tips everyone should follow when handing them out or receiving them.

  1. Never Run Out

Business people should never leave home without a good amount of business cards. Running out can be seen as unprofessional and detrimental to making a business connection. If heading to a networking event, make sure to stock up and pack extra.

  1. Stay Updated

Correct contact information is essential. As soon as something changes, the cards need to be reprinted. Infinity Signs NW can help with this. Having to correct an aspect of a business card looks bad and can cause contact confusion.

  1. Don’t Be Aggressive

Being overly aggressive in handing out business cards isn’t good. Wait to be asked for a card, or when it is appropriate in the conversation. If contacting each other comes up, or someone seems interested in the product/service, then offer it. If the person isn’t asking, ask for theirs first, and they might reciprocate.

  1. Proper Storage

Protect business cards from wear and tear by keeping them in a protective case. This keeps them looking fresh and nice. Make sure you can easily access your business cards. Digging around in bags, briefcases, and pockets for business cards makes the person look disorganized.

  1. Be Considerate

Just because you collected a business card does not give you permission to begin spamming the person with phone calls or emails. Use the information on the card to contact them either to learn more about their business or to send business their way.

By following these simple business card guidelines, you can represent yourself and your business in a professional manner. The team at Infinity Signs NW can help create unique, well-designed business cards sure to grab everyone’s attention. There are many options to choose from regarding finishes, colors, shapes, and special touches.