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.