People rarely, if ever, will actually think about the signs that they see. Whether it is in the background on TV, in a super market, while driving down the road or at a sporting event, signs are always around. So if people do not remember the signs, are they of any use at all?
As a matter of fact, they are.
If they were not, why would signage be such a major part of the multibillion dollar advertising and marketing industry? The fact is that the conscious mind will store information that is relevant to its experience, expectations and environment. For an individual, this is only a very small fraction of the information that is presented to him or her every day. That does not mean that the rest of it is all junk. The mind also operates at the subconscious level and here, it has an enormous ability to accumulate data. This may lie idle for a long time, but with the right stimulus, it rises to the conscious level and influences the decisions we make.
How It Works
Let’s say that you are at a ball game. Somewhere in the huge stadium your eyes see a sign for a pest control service. You do not have and maybe never had a pest problem till date. Our conscious mind sees the sign and moves on. But your unconscious mind stores the information away for future use, should it be needed. Then one day, perhaps months later, you see a cockroach in your home. Your subconscious recalls the pest control sign and brings it to your conscious mind. That influences your decision on what to do next – call in a pest control service.
But it’s not quite that simple. Over the years you may have seen a lot of pest control company signs. The majority of them forms a big jumble with no specific details or influence on who you should contact. But there may be 1 or 2 that stand out from the rest. These are the signs that will cue the conscious mind towards a specific course of action – a pest control company that can be contacted to deal with the problem. These are the signs that sell.
What Makes A Sign That Sells?
An effective sign needs to convey a message that will touch an emotion or nerve. When the need for the product or service that the sign sells arises, the signs that touched a nerve will again prod you to take a specific action. For example, a sign asking you to vote for Tom Jones will be relegated to the bottom of your subconscious. But a sign asking you to vote for John Smith who will fight to lower your taxes is another matter. The taxes you pay are important to you and when the time comes to vote, and taxes are a major concern, you will think of John Smith. That sign connected with your concerns and needs and for Mr. Smith, is a sign that sells.
A successful sign has to project an emotion that the viewer can identify with – humor is a good example. Emotions influence even the most rational of decisions and an emotional link to a sign affects the decision. In a world of information overload, a sign that merely conveys information is not enough. A sign that connects to the viewer is one that brings him to your business.
The best way to promote your business with signs that sell is to use the services of a professional experienced sign maker who will be able to work with you to create signs that will make your business grow.