Wednesday, 23 January 2019

Creating Signs That Attract Customers

The world we live in is increasingly dominated by technology and when it comes to marketing and advertising, people tend to look at online and mobile publicity avenues as the way to go. However, while electronic media does play a major role in business promotion, the signboard is still a key factor in attracting customers.This is something that all business people have discovered. While the type of sign may vary, its importance cannot be disputed. According to a recent survey, over 60% of small business owners in the age group of 18 to 34 place value on creativity and uniqueness whereas those of the older age group give more value to the content of the sign. Either way, the importance of creating signs that attract attention to a business cannot be argued upon. There are 3 key factors that need to be taken into account when creating signs.

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Color is a critical ingredient in a sign. Think of any well-known company and there is a color associated with it – “McDonald’s yellow” is a good example. The continued use of a pattern of colors will, over a period of time, make those hues part of a business’s identity. If a hardware store uses black and gold for its signage, both outdoor and indoor, these colors will become part of its identity and customers will be reminded of it when they see this color combination – black and gold means hardware. However, choosing the colors is something that requires careful planning. It may be tempting to use “trendy” colors but trends do not last and a color scheme that is trending today could be old fashioned tomorrow.


A sign conveys information and this means that there will be text. Choosing the right font is important. A flowing, artistic style of lettering will not convey the image that a security company wants to convey. For this business, the font should be strong and clear. Color plays a role here too. The contrast between the background colors and that of the text must be such that the text is clearly visible, while at the same time not clashing with the background. A sign with a green background and light blue lettering will not be easy to read. Size is the third factor to consider. The text must be large enough to be easily read while not overwhelming the total image that the sign aims to create.


Size matters, but bigger is not always better. A sign must be large enough to catch the eye of those passing by, but not so big that it stands out like a sore thumb and dominates the place in which it is located. This will create a negative impact with people thinking that the sign, irrespective of how good it is, is ugly and out of place.

Combining these elements to create signs that work, requires expertise in design and knowledge as to what type of sign should be used for which application. That is why the process of designing, fabricating and installing a sign is best left to a professional sign making company which will be able to strike the right balance and produce signs that work in terms of bringing in customers.

Friday, 28 December 2018

How Marketing and Technology Trends are Shaping Signage

Signage has evolved rapidly since the 1990s in lockstep with advances in technology and business models. Newer business models and more companies entering the fray automatically call for more aggressive, unique and insightful marketing. Signage has evolved from a mere necessity around the premises, to an important component in the advertising story. Various influences from technology and marketing trends are shaping modern day signage..

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Marketing trends shaping signage
  • Simple designs: Clunky signage with a lot of messages crammed into it is becoming extinct. Simple and short messages in unique, elegant and modern fonts are the rage. They stand out from the clutter and scream “class” from a distance. Backgrounds and borders are also more refined to help the text and imagery stand out.
  • Vintage designs: Vintage designs from the world war era have an antique value and bring a smile on viewers’ faces. This is being exploited cleverly by advertisers in industries where the offerings are simple, and trust is important while buying. Hand-lettering, aged timber, the worn-out look and various other techniques help recreate the vintage look.
  • Newer printing techniques: Wide-format printers, flatbed printers and UV-resistant ink have all made it easy to generate attractive and long-lasting signage, that can be used for outdoor advertising such as banners, hoardings, vehicle wraps and signage at event venues.
  • 3D Printing: 3D Printing has come a long way from being merely used to create models for architects and medical institutions since the 70s. Today, it is revolutionizing signage with its ease of generating unique, odd-shaped and intricate designs that hugely differentiate advertisers from their competititors!
Technology trends shaping signage
  • LEDs for Neon lighting:  Neon lighting which so far has been using gas tubes at its core, is now being replaced by LED lights. The LED lights give Neon signs more flexibility, making it easy to generate signage that is unique in their look and feel. LEDs are also less expensive and more energy-efficient compared to Neon-gas cores, thereby reducing the overall cost to advertisers.
  • Digital signage: Digital signage maximizes the space available and capital invested in the signage space by allowing messages to change constantly. This alone is driving many advertisers to migrate to digital signage. Further, digital signage is evolving rapidly by incorporating newer technologies that makes it more effective. Some of them are interactive and self-service screens, touch screens, data analytics, 3D screens etc.
  • Programmable DOOH: Digital Out of Home (DOOH) advertising which includes digital signage, radio and TV advertising has also evolved with time. Unlike traditional DOOH which requires a lot of human intervention and management, programmatic DOOH uses advances in wireless communication, data analytics, smart software and special screens to program the content to be displayed from time to time. This helps advertisers push messages with considerable insight while reducing the overall cost and hassle.
  • Responsive and dynamic content: Interactivity is the buzzword everywhere. Touch screens which display actionable messages help consumers make bookings or download information such as brochures and data sheets. They can also choose to view more details on the screen, play a different video, or listen to a testimonial in the background. All of these help shorten the time to purchase.

Signage will keep evolving with time in order to stay relevant and reflect contemporary trends. This opens up a world of possibilities for advertisers and helps them maximize returns from their advertising spend. It helps achieve what marketing and advertising Guru Peter Drucker hinted at, when he said “The aim of marketing is to make selling superfluous”.

Friday, 23 November 2018

Signage Trends for 2019

The increasing migration towards digital signage

In the last decade or more, signage has evolved rapidly to incorporate advances in material science and printing technology to capture prospect’s eyes in interesting ways. However, the static nature of older forms of signage limit their utility. Business owners must upgrade their signage frequently to stay at par with current industry trends. Not only is this more expensive but also less efficient as many prospects are lost in the shuffle.

That is why, across businesses, more and more business owners are phasing out older forms of signage, in favor of digital signage. While the initial costs of are higher, the dynamic nature of digital signage, the ease of changing the message or its look-and-feel in real-time, offers exciting possibilities!

Improving communication outreach

1. Unlike older forms of signage that had a one-size-fits all approach to signage, digital signage recognizes the fact that no two prospects are alike. The needs and concerns of one prospect can be vastly different from another. Digital signage offers more personalization and interactivity which help address various categories of prospects meaningfully.

2. Data from previous visits of the prospect as well as his/her online behavior is stored and analyzed in order to generate highly personalized ads. These are then pushed in real time, using signage, when the prospect is in the vicinity. This is accomplished using technologies such as video monitoring and bluetooth. This tactic is being effectively used in industries such as retail and construction.

3. Prospects visiting a retail outlet or an architect’s office are presented with targeted ads on digital screens, relevant to their interest and then followed up with messages on whom to contact and where to locate the person. This way, signage is no longer merely that which combines the functions of business development as well as front office. This tactic is also popular with event management companies who steer hordes of visitors through the event venue.

Interplay with new (or existing) technologies

1. Internet of Things.IOT sensors are taking interactivity and real-time data collection to a new level. This is changing the way advertisers can use signage to push targeted ads. For example, temperature sensors deployed in a retail outlet can sense temperature peaks in a day and work closely with an ad server, to display ads about coolers, air-conditioners and refreshing drinks, on a hot summer day. Similarly humidity sensors can sense humidity peaks and push ads about comfortable cotton-wear or health drinks. 

2. Artificial Intelligence: AI can help analyze and predict which category of buyers are more likely to buy what product and when. The information is then used to push discounts and offers around these products on digital screens which were static signage previously. This approach is popular with retail, hospitality, and travel and tourism businesses.

3. VideoWhile constantly changing messages are an excellent method to capture prospect’s eyes, videos can ensure a larger conversion rate. Explainer videos on the product,  testimonials and customer site, can pique the buyers’ interest while also answering some of his/her questions. This approach is popular with consumer electronics, technology products, machinery and tools, etc


In most part of the 20th century, business and buyer decision-making was simple, that signage merely played the role of directing or informing prospects. But in the 21st century, with both business and consumer’s choices becoming more complex, signage has stepped up its game and is combining roles of the front office, sales, marketing, personal relations and advertising functions. This opens a world of possibilities for business owners, while also increasing ROI from signage.

Tuesday, 23 October 2018

Easy Ways To Enhance Your Event Experience

When you are organizing an event or a part of it, you have a lot to think about it from a branding and signage point of view. Whether it is your banner, counter sign or kiosk, there are several ways to attract customers to your booth or event. One of the most important aspects to keep in mind, is the ease of finding signage and visual graphics that entice customers to your booth.

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Signage options to attract customers to your event:

Floor Graphics:
Floor graphics or Floor signs are an extremely effective way of catching customer attention. Whether it is a decal at the entrance or a set of arrows that lead them directly to you, these are often a first touch-point for customers and will leave a lasting impression. More importantly it makes things easier for the customers to find you.

Digital Signs:
Keep your audience informed with the help of digital directories or interactive displays.  Stand-alone kiosks or wall mounted screens can display multiple messages during your event. Giving regular and real-time updates on activities, event schedules, offers and other visitor information makes it much easier for a customer to come right to your kiosk, booth or event.  

Table Graphics:
Every office space, store space or facility has tables. These are great opportunities for you to showcase your brand and keep reinforcing your message. They also add life to otherwise dull tables and are wonderful differentiators. Watch, as you start seeing Instagram posts of your tables! They can also help identify areas of the office, and the use of those particular tables in a more personalised manner as required.

Structural Signs and Graphics:
Highlight the power of existing structures at the event venue. Whether it’s a wall, floor, staircase or elevator, these areas are often more crowded in any event. After all, everyone has to come through these to get to you. If you show people the way and direct them to your booth, you will surely see a tremendous improvement in leads generated at the event.

It is incredibly important that people should easily identify your event staff and security guards. Give your staff event-branded T-shirts, hats and badges so that attendees can easily find them, and know from whom to ask for help or directions if needed.

Window Graphics:
Window graphics can be used to extend branding to the exterior décor and can have a practical use in blocking the sun or areas that you don’t want outsiders to see. Displaying contact information and exhibiting products or service photographs in action can make your business find more reach.

Choosing the right mix of signage for your event:

Depending on whether your event is an outdoor or an indoor one, your options can vary. Weather also plays an important part if it is an outdoor event. Take care to thoroughly inspect the venue and identify the best options for signage placement. If the venue has multiple entry points, or if customers need to access the main area through staircases and elevators, then these areas are great vantage points. In the case of an outdoor event, you will have floor areas that can be emphasized with structural signs around the area, to maximize footfall.  

Multiple options exist while choosing the right mix of signage to improve your event experience. Opting for the right one begins with a clear understanding of the layout of the venue. Identify key areas where you can feature path-bearing signs to direct traffic to your event, booth or kiosk.

Monday, 24 September 2018

Interior Signage To Improve Your Brand Image

When it comes to signage, a lot of emphasis is generally given to exterior signage and branding. A key aspect in extending this brand recall memory and imagery, is the use of interior signage. Interior signs are a great extension of your brand and can do wonders to further add value to your company’s products or services.

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Interior signage options to increase brand visibility:

Floor graphics

Adding floor graphics to your stairs and hallways can do wonders to spruce up dull areas and add life and color to your space. You can use them to reinforce key messages or simply just as directional signs. The power of high-quality floor graphics and creatives is under-rated.

Wall murals

In case you like to add a famous quote, inspirational words or even wish to communicate key messages about your brand, wall murals can be extremely engaging for customers who visit your space. Transform the area with soothing images to create a warm atmosphere within the office space.

Table graphics

Every office space and storage facility has tables. These are great opportunities for you to showcase your brand and keep reinforcing your message. They also add life to otherwise dull tables and uniquely differentiate them from the others. Watch, as you start seeing Instagram posts of your tables! They also help identify specific areas of the office with tables, which can be personalized as required.

Window graphics

Window graphics can be used, to extend branding to the exterior décor and can have a practical use in blocking the sun, or areas which you do not want to be visible to outsiders. Displaying contact information and exhibiting product or service photographs in action ,can make your business look more appealing.

Glass graphics

The use of graphics on the glasses within the office offers you a lot of area to work with. Most office spaces or facilities have a lot of glass partitions which can be covered with graphics to showcase the brand or messages. They not only offer privacy but also make the space lively in the process.

Which interior signage works best for you?

So how do you go about choosing the best interior graphics for your space? Well the answer to the simple question, “What does my space mostly consist of? ” will help you . If you have more of solid walls than glass partitions, then wall graphics or wall murals might look impressive. Do you have a lot of open floor space or staircases within your facility? If yes, then floor graphics definitely should be  considered to make the space look cheerful.


Several options exist for interior branding and you need to understand the space available, in order to decide which form of interior branding you want. Think a bit about what makes up most of your space and then work towards filling them with engaging and lively interior branding.

Thursday, 23 August 2018

Improving Brand Visibility with Signage

The most pertinent question as an owner or marketing lead for a company is whether people can find your business easily. Simply putting up one sign on top of your doorway may not be enough. There are other creative ways to improve your brand visibility and keep your company name etched in people’s minds.

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Signage Options to Increase Brand Visibility

Monument Signs

These can be made from stone, metal or even wood. They look grand and will remain etched in a person’s memory once they pass it. They are built to last and can withstand the elements extremely well. They are generally stand-alone structures at the front of a building or driveway. A custom backlit graphic panel or digital display can be used to further enhance the impact of the sign and portray a brand’s personality.

Floor Graphics

The power of high-quality floor graphics and creatives is under-rated. If a business is located close to a main street or in the path of a lot of thoroughfare then floor graphics can greatly enhance brand visibility. They can grab attention very quickly and serve as a great medium to share key messages, or lead potential customers right to your front door where they could be greeted by you.

Window Graphics

Window graphics can be used to extend branding to the exterior décor and can additionally be of practical use by blocking the sun or areas that you don’t want outsiders to see. Putting contact information and showing product or service photos in action can make your business more easily discoverable.

Vehicle Graphics

Vehicle decals or graphics can serve as a great advertising mechanism and at a relatively low cost. If you have run a business that requires a fleet of cars or quite simply, makes you move around in your car a lot then this is a must-do. Take your branding on the road with vehicle graphics to spread your message and promote your business with every mile driven. When not on the road, park your wrapped vehicle in a high traffic area to get noticed.

Digital Signage

Using digital signage is a great way to get noticed because of the flexibility and creativity it offers. With digital signage, including LED screens, scrolling outdoor signs and interactive kiosks, you can customize and communicate multiple messages to people using colorful graphic, motion, and if desired, even sound.

Choosing the right option for your business

While several options exist as listed above, choosing what works for your business is key. Depending on where your business might be located coupled with the budget you may have in mind, a mix of a few options would be ideal. It is worth investing in quality branding as this lasts a long time and is generally a one-time cost if done right. Spend some time to evaluate the best mix for your business.


Multiple options exist to increase brand visibility. Based on location, type of business and budget, an owner or decision-maker can consider more than one option to best enhance their brand visibility.

Monday, 23 July 2018

Getting The Right Signage for Your Business

Whether you are an established business that has been around for decades or a new business that is just in the process of establishing itself, the first thing you would need to attract customers to your office is signage. This speaks volumes about your business at first glance. Bystanders and passers by will immediately take notice if you have catchy or elegant looking signage. Your prospective customers get a sense of pride walking into an office where the signage outside spells success. 

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Types of Signs

There are several ways to brand your business. The signage industry has gone through significant innovation in materials, offering options for all budgets. Depending on the type of business you run here are a few options to keep in mind:

Window Decals- If your business has a lot of windows to the outside world, then this is a must-have. Decals make good use of your windows by applying a simple sticker material. It makes for great visuals and will ensure your premise is not missed by any customer or passerby.

Digital Signage- While you can have a traditional board and poster signage printed on acrylic to highlight the space above the doorway of your business, you can add a digital signage below it. Digital signages allow you to share easy updates or unique messages on a real-time basis. This makes it interactive for visitors and prospective customers.

Banners- These can be used all year round and can hold up larger standing banners. Their weighted bases allow them to withstand wind and extreme changes in weather and are easy to move around if you want to rush them indoors.

Vehicular Graphics- These can be all year round, as a lot of bright and eye-catching wraps on vehicles. They are easy to get done, relatively moderate on the pocket, offer mobile branding and are certain to raise a few eyebrows.

Vinyl-Given the durability and ease of use of vinyl, it is always one of the best choices. It can withstand extreme heat, rain and cold and hence is ideal all year round as well. It is relatively easy on the pocket as well.

A-Frames- A-frames or pavement signs can adorn your patio, sidewalk or be kept at your door. Depending on your ad or campaign, you have multiple shapes and sizes to choose from.

Materials used in signage

There are several options that exists in the market today. Some of the more common materials are wood, metal, acrylic and glass. Wood and metal generally are more long term and maintenance free. With an all-weather quote of polish on wood, it will last a lifetime. Metal comes in various shapes and forms and with powder coating, color options exist to liven a space up. Acrylic and glass may require a little bit more care from a cleaning standpoint to keep them looking new.


Several signage options exist in the market today. Depending on the budget, type of business and location, a good mix of signage can be extremely beneficial.