Shop signs are key to promoting your business’ products or services. While they are decorative and they identify your brand, they are also a powerful communication tool that can help you to influence your audience and drive sales. Signs are often the first part of your business that your potential customers see. They might be your only chance to make a good impression so you need to portray a strong, accurate message about who you are and what you do.
With so much to consider, choosing the right shop signs can seem intimidating. This article will make it easier for you with five simple steps:
Step 1: Choose the type of signs you need
There are various types of shop signs on the market, ranging from external signs to ground mounted signs and interior promotional signs. As a business owner, you are responsible for deciding which types of signs will work best with your business. To help you choose, consider each type of sign as an opportunity to advertise.
Which types of advertisements do you need and where will they work best? Do you need to introduce your business from the exterior and do you need to display promotions inside, to visiting customers? Remember that your shop signs are powerful tools which can encourage customers to visit your store and choose your products.
Step 2: Choose the location of your signs
When you are up to speed with which types of signs you need for your business, then you’ll probably already have an idea of where they’ll be located. Placing an exterior shop sign on your shop front is obvious but deciding on the location of interior promotional signs may be more difficult.
Remember that a sign’s purpose is to be seen so try to position your signs to be visible to most of your potential customers. Choose a highly striking position within your premises, such as the most central or colourful wall and ensure that your signage is visible to catch the eye even from a good distance.
Step 3: Check out your Competitors
The next step is to find out what your competitors’ signs are like. This research will help you make informed decisions about the way you should head with your signage design and content. Check out similar businesses to your own and gain inspiration from the elements that make their signs powerful. Plus, check out the businesses that surround your own – how can you stand out?
Step 4: Choosing content for your signs
The text you include on your signs will vary depending on the function of each particular sign. For example, whereas an interior promotional sign might contain a lot of information, an exterior shop front sign will contain hardly any.
When you are set on the content you need to include, make sure it corresponds with your brand identity. Does your brand have a certain writing style or do you have your own slogans? Consistency is key.
When it comes to promotional signs, also make sure not to overwhelm the reader with information. Less is often more so short sentences that get straight to the point are more effective. Check your signs each display one clear message that can be easily understood by your audience.
Step 5: Choose the design of your signs
The design of your signs is equally as, if not more important than your content. Signage copy is futile unless it is embellished by appealing colours or graphics. When considering the design of your signs, take these 3 points into account:
If you have already established branding for your business then incorporate these values into every aspect of your signage. Cohere to your brand’s colours, fonts and logo to create consistency across your marketing messages.
If your signs are your first venture into branding then ensure you begin as you wish to go on. Construct an effective brand identity that speaks to your business and helps you to stand out as unique. Appeal to your target market and represent an attractive image of what you have to offer.
The colour-scheme of your signage is likely to depend on the colour-scheme of your branding. Yet, if your brand involves a number of colours, it is important to include the most striking colours on your signs. Different colours can have different effects on your audience. e.g. bland colours easily blend into the background while contrasting dark and light colours can be effective.
Visibility is a vital factor when you choose your signage colours. If your sign is placed inside, you need to consider its surroundings – do the colours blend in or stand out from their background? Also, if you choose colours that are too similar they won’t work well together in the design.
With exterior shop signs, dark colours might stand out well in the day but are less effective at night. You may want to install illuminated signs to tackle this issue and let your brand visibility live on into the darkness.
Essentially, make sure your sign is clear enough to stand out and to attract the engagement of your potential customers.
The position, size and clarity of the text on your signs is another vital factor in their success. Avoid obscure fonts or bland colours as these are less likely to attract the attention of your audience. Also, ensure that your font is large enough to be read from a distance. This is especially important for exterior shop signs where people may view them while walking or driving from afar.
Signs that sell could make for the ‘be all or end all’ of your business. The more savvy you get with your decisions then the better you chances of driving footfall into your store and boosting your business growth.