Everyone has seen those people that stand on the street holding a sign and dancing like crazy, or spinning the sign around, or dressed like a gorilla. Do these gimmicks actually work? Recent studies have found that having a person standing with a sign actually does improve customer responsiveness. In fact it found that the response rate when the sign was being held was more than 150% higher than when the sign was simply standing alone at the road. The driver responsiveness increased another 15% if the person holding the sign was doing some type of action – dancing, spinning, etc.
The study looked at a variety of other variables as well. As you might imagine there are many do’s and don’ts associated with getting the attention of the public when using a temporary sign. Here are a few of the ones most important when designing your street sign:
Simplicity – the most important thing to remember is to keep your sign and your messaging simple and to the point. Your sign needs to use as few words as possible to give drivers enough time to read and comprehend your message. Avoid using graphics and designs as these can detract from your primary messaging and make it more difficult for drivers to read your sign.
Color – selecting a color contrast for your sign will make a big difference in its effectiveness. A bright color for the background or text contrasted with white or black works extremely well. If you don’t want to use color at all a simple white background with black text was almost as effective in getting driver response during the study.
Text – it’s critical that you select a font that’s easy-to-read, bold, and sized appropriately. You certainly can’t have someone holding a sign that’s ridiculously big so you’ll need to make sure that the number of words you print will fit in a standard size sign while maintaining a large font. It’s far better for drivers to read 5 words and understand them than to see 20 words but be unable to read them all. The study found that short messages were over 90% more effective than longer ones.
The most important thing for business owners to take note of is that signs work! People definitely notice signs when driving. Their response to your sign is heavily dependent on its design and messaging, but they’ll definitely notice it. In addition, it’s worth the cost to have an employee standing outside holding your sign. If you can increase driver interest by 150% that will pay for your employee cost in a hurry. Get your sign designed and printed today from Infinity Signs, NW.