4 Rules for Effective Signs

Signs are among the most effective ways of increasing business volumes. They not only tell people where you are and what your business is, they also provide reasons why the people reading them should give their business to you. Because they are so cost effective and long lasting, your competition is probably using them too. So how do you make your signs stand out from the pack and ensure that they are the most effective?

Here are the 4 key factors in creating effective signs:

1. The sign should be easily visible, even from a distance. That requires the colors, lettering and the background do not clash and that the text stands out and is easy to read. The font should also be clear and legible. The thumb rule in regard to font size is that 1 inch of letter height is required for every 10 feet of reading distance. In other words, it is important not to clutter up a sign with excess verbiage. Trying to fit too much information in a small space can backfire as it becomes too difficult for the viewer to read it.  If graphics or pictures are being used in the sign, it must be ensured that they do not overshadow the text, which is where the important information is.


2. The content of the sign should be organized in a way that it conveys the intended message. Bold typefaces, larger fonts and colors should be used to highlight key words and phrases. If a sign contains more than one concept or message, these should be grouped in a logical manner with the layout and spacing such that each message/issue makes sense both on its own and as part of a whole.  As already stated, care must be taken not to put too much information in one sign so that reading it does not become such an effort for the viewer that he/she gives up half way through. Ideally, a sign should convey one message in a clear and memorable manner.


3. There should be some design elements (shape, color, lighting, etc.) that will make the sign stand out from those around it. Changeable components, an unusual design and motion are a few of the ways to ensure this.


4. The type of font used is very important. It should match the image of the business and product that the sign is for. A highly ornate font may look attractive, but would it be right for something like a hardware store. Or would a simple, more businesslike font be more in line with the products? 
   
   You know your business best. But you are probably not an expert in the specialized field of using signs to enhance your business. That is why contacting a professional sign making company to design and create your signs is very important. They will be able to provide you with options that a lay person in signage may not be aware of. For example, a certain style or type of sign may be more effective for some applications than for others. Or some types of signs may work better at some locations. Signs can be the most cost effective way of promoting your business and increasing sales, but only if they are used properly. A professional signage company will ensure that you get the maximum return on your investment.

Rules for Retail Signage

In any retail establishment, the signs are the salespeople that are on the job from the moment the doors open till they close. Signs never take a break, never get tired and irritable and never give out conflicting information. If you own or manage a store, your focus is on getting customers to come in, telling them what is available, where the items can be found, alerting them to bargains and informing them about new products. This is what signs do, 24/7. By keeping a few simple guidelines in mind, you can use signs to increase sales and provide customers with an improved shopping experience.

Entrance Signs

A clean and well maintained sign at the entrance creates a positive impression in the mind of the customer. More than just telling him or her who or what you are, it should create anticipation about what is available inside. A positive slogan or catch phrase will arouse curiosity and expectations. And an interchangeable element that allows you to inform them about special offers or discounts will increase their expectations of having a positive shopping experience.

Floor / Department Signs

Large signs that indicate what is available where will make it easy for people to find what they are looking for. Everyone is in a rush these days and enabling people to get directly to where they want to go improves their shopping experience and their impression of being in an efficient establishment. Adding a little about what is available in each department without cluttering it up improves the sign’s effect. For example, if the store sells both home improvement and gardening supplies, adding a few products under each sign will save people time. If they know that hoses are in the gardening department, they will not have to waste time going to the home improvement section.

Directional Signs

Finding the products they want is the main part of offering your customer a good shopping experience, but not all of it. They need to know where to find the restrooms, the cash registers, where free samples are on offer, where they can go for help and so on. This is where directional signs are important. A simple arrow, with a few descriptive words, hung high enough to be seen from anywhere in the store, will serve this purpose. If need be, this can be supplemented by a few extra words such as “Refunds – At the Rear to the Left.”

Special Services

Customers need to know about any specials services you offer. For example, if you sell bulky products they cannot take home in their cars, and offer a delivery service, signs near these products that say “Delivery Service Available” tell people about the extra benefits of buying from you.

Size is Important

Signs should be large enough for a customer to read without a problem, but not so large that they overshadow the products on sale. A thumb rule is that the lettering is 1 inch high for every 10 feet of distance from which it should be readable. In other words, if a sign has 3 inch high letters, it will be readable from 30 feet away.

Warning and Negative Signs

Warnings about shoplifting, penalties, surveillance etc. are essential and in some cases mandatory. However, their use should be controlled so that customers in the store, who are not going to cause problems, are not put off into thinking that they are automatically suspects.

Designing and creating effective signs is both a science and an art. Certain types of signs are most effective in certain locations and for specific applications. The look of the sign is critical to the way it attracts customers to what is waiting for them. A professional signage company will be able to work with you to design and create the signs that will add to the appeal of your store and the products on offer.

Creating Signs That Sell

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.

Using Signs for Business Promotion

Thinking that signs are only useful for direct product or service promotion is a common mistake with many small and medium businesses. Signs have multiple purposes and when properly used they can have a positive impact on almost every area of a business. Generally speaking there are two main types of signs – business signs and advertising signs. Between them they tell people who and what you are, where you are located, how you can be contacted, the benefits of dealing with you and lots more. Put all this together and signs become a mirror that reflects an image of your business.

What a Sign Should Convey

Simply placing signs that basically say “buy from us” will never work. Yes, you are telling people where they can get the goods or services they need. But why should they come to you and not go to someone else? The sign could mention prices, if they are among your positives. But only mentioning prices could result in the goods being considered as “cheap”, i.e. of low quality.  Customers today consider quality, durability, warranties and after sales service as being as critical as the price point. Obviously you cannot have signs that have hundreds of words in it, telling people about the product or service in great detail. No one will read it.  This is where the wording of the sign plays a huge role. Anyone who has done online marketing knows about the importance of “keywords.” These are the common words that people use when searching for information online. A website with these words in it will appear high in the search results. The role of keywords in signage is somewhat different. With signs, keywords are those words and/or phrases that are associated with a product or service and which, when seen, trigger a memory or response. That is what an effective sign should do – trigger a response that will attract potential customers.

Using the right words, in the right combination is the key. Finding the right keyword depends on the product and the target market. For example, a sign about high end furnishing fabrics should not focus on the price factor – that is not a key consideration with the people who buy these products. Instead the sign should focus on quality, variety, uniqueness and other things that those buying high end products look for. These will trigger the kind of response and interest that will bring people to your business.

Use Only Quality Signs

We take it for granted that using electronic and print media for business promotion will be expensive.  So when it comes to signs, there is a tendency to cut costs as much a possible. This is a mistake for many reasons. Firstly, as mentioned earlier, the sign reflects the image of the business. A cheap looking sign will create an image of a “cheap” business. Secondly, signs do not have a fixed life. As long as they look good, they can be relocated and reused almost endlessly to maximize coverage. And signs do not become stale. Business promotion on other media demands almost total viewer attention and will become irritating after repetition. Signs do not make this demand. They are a part of the scenery and the message they convey can be subliminal and not obtrusive. This means that repetition does not become irritating and repeated exposure to a sign only reinforces the subconscious message which will enter the conscious thought process when a need for the product or service arises. 

The business and science of signage is a specialized one. The best way to maximize the benefits from using them is to work with a professional signage company that will provide your business with signs that convey the right image, provide the market with the relevant information and ensure that the return on your investment in signs is maximized.

The Importance of Real Estate Signs

If the motto of the real estate industry is “Location, Location, Location” then the focus of those involved in selling it should be on “Signs, Signs, Signs.” The first step in selling commercial or residential real estate is to draw in as many potential customers as possible from as large a catchment area as is practical. To do this means that advertising and publicity should be as wide spread as possible.  This means using a variety of media to get the message across. In addition, the message itself should not be too focused. No one will read a description of the property that runs to a few thousand words. Highlights are what grab the reader’s attention but again, they must be those that appeals to the widest possible audience. A wrongly directed focus may get a few more potential buyers but also lose many more who will see nothing that might interest them. The idea is, first and last, to get the potential buyer to come and see the property.

Signage on the Spot

It is in the next stage that signs really come into their own element. Signs strategically placed on approach roads and in proximity to the property will draw in interested passersby. Once people reach the location, there will be salespeople around to show them the property and explain the benefits of occupying it.  However, the fact is that even if the customer is paying close attention to the sales spiel, the amount of information that is actually internalized for later recall and consideration is very limited.  On the other hand, well designed, properly worded and carefully placed signs can boost the internalization and recall. This is not just because of the visual impact of the information that they convey. In most cases, a customer will, after seeing a sign that interests him/her will ask the salesperson for more information. When information’s conveyed in the form of a response to a question, it is subconsciously given more attention and importance. This boosts recall and the value of the input.

Real estate signage traditionally has two functions. The first was to inform the world that the property is for sale/rent. The second is to provide contact information for those who want to know more. These are still the main functions. But in an increasingly sophisticated market, the sign now has to do more. It must be attractive and grab eyeballs. The design and look must be such that it stays in the mind.

Curb Appeal starts with Signs

Every real estate professional knows the importance of curb appeal. A good first impression makes a sale much easier and a bad one can often kill the deal on the spot. A liberal placement of signs, to catch the eyes of potential buyers approaching from any direction, is where it begins. Signs that provide updates to regular passersby on things like the number of units available etc. are those which will be recalled easily.

There are a few key issues that must be considered when thinking about using signs. These are:

• Does it attract the attention of potential buyers?
• Does it stand out from the crowd?
• Does it convey information clearly?
• Does it create brand awareness?
• Is it suitable for outdoor use?
• Is it re-usable?
• Is it cost effective?

Get the Right Signs from the Right Source

Nothing hurts the image of a property and the seller like a cheap looking sign. The best way to ensure that the key issues of the signage are taken care of is to use the services of a professional sign making company. They will have the experience to help in deciding on the number of signs required and the sizes. They can help design signs that are eye catching. They will be able to use the materials and create the type of signs that are most suited for the job. And quality will not be an issue.

A sign does not just indicate that property is for sale. It says a lot about the type of property and the agency that is selling it.

Why the Colors of Signs are Important

The contrast between the foreground and the background is one of the most important factors in determining how easy a sign is to read. If colored text is used on a bright background, the contrast, and the readability of the message will be weak. That is why the use of white lettering on a dark or contrasting background is usually the most effective and clearest way of presenting text. It is easy to read and allows the memory to be easily retained. This is why highway signs typically use white typefaces against a dark green or dark brown background.  The Outdoor Advertising Institute says that reverse lettering in this manner can make a sign up to 40% more visible. The power of colors as a marketing tool can be easily understood by the fact that big businesses pay millions of dollars to psychologists to find colors that will elicit an emotional reaction from potential customers. Did you know that prison cells are often painted in special calming colors to make the inmates less violent?

There is a simple test to prove how important this is when a business is using signage to promote itself. When driving down a main road during the day or night, pay special attention to the signs and billboards that line the way. It soon becomes apparent that white lettering is more easily read than dark ones, especially at night. On the other hand light backgrounds tend to blend in with the sky, making the sign easy to miss.

The use of colored borders in signs is another issue that needs careful examination. In general a border tends to make a sign look smaller than it really is. Borders may also clutter up the signs with features and colors that distract the eye away from the main message that the sign is supposed to convey.

The Correct Use of Colors

A businessman considering the use of signage to promote his business should not allow personal taste to dictate the colors used in the signs. While individual reactions to different colors can vary, here are a few of the generally accepted reactions to common colors used in signage.

• Green is among the most prevalent colors in nature and is the preferred color for companies and products that want to be seen as environment friendly.
• Blue is a color typically related to trust and one which a company wants to be known as being trustworthy will use. It is the most common color used in the logos of Fortune 500 companies.
• Yellow is a color that stands out, but that is not always a good thing. Black on yellow signs are highly visible which is why these are the colors used in highway caution and danger signs. It may not be in the best interests of a business to have their signs use a color with a negative image – yellow is the color of lemons, bananas, jaundice, cowardice and so on. An exception is the use of gold which denotes wealthy and prosperity. However, it should be clearly differentiated from just yellow.
• Red is a color that is used a lot in food packaging. This is because psychologists say that it is associated with excitement and nervous energy which are both associated with hunger.
• Brown is thought to be a bland dull color that is associated with sadness and melancholy. These are not associations that will promote a product.

These are only general observations. Each business and product are different.  The way a sign is designed and the wording used on it can modify or even reverse the normal associations of the colors. When planning to use signs to promote a business or an event, a signage professional will be able to offer invaluable advice on what needs to be done to maximize the impact of the message that the sign conveys.

How to market your business during the holidays?

Holiday marketing is one of the best ways to boost sales during an otherwise slow year. Every entrepreneur should come up with seasonal promotions to market their business, irrespective of what service or product they sell. Here are a few great ways to market your services and products during the season:

Market your online business offline

If you work from home, it is almost impossible to serve the local market. However, most home based online businesses can benefit from advertising on the ground. Market your services within your community and nearby areas. You can also take part in fairs and holiday events organized by non-profit organizations, business associations, and others.

Apart from this, make your business stand out by hosting special events in your community. Use the time to showcase your services and products so customers can get an idea of what you have to offer. You can also keep little holiday Knick knacks as giveaways– to get visitors in the holiday spirit. Apart from this, you can also gift special coupons that customers can use to get discounts on your web store.

The holidays are the best setting because you get to meet so many people at once.

Offer discounts

Most people shop for others during the holiday season and love to get great deals. Hence, prepare yourself ahead of time to offer discounts that customers can’t ignore. This will help you enhance your customer base and even gain loyalty from repeat customers.

Be available

Holidays are not the time to take time off. Make sure you’re available to avoid losing out on substantial income opportunity. In fact, extend your working hours when advertising your business. Let customers know that you want to make their lives easy by staying open after business hours. You don't want potential customers to go to your competition because you were not available during a crucial time in their lives.

Use advertising signs

Besides using online marketing, you also need to set in motion an offline marketing plan with the help of advertising signs. From plain to a little complicated, your signage can be configured to represent the holidays, as they come. If you have a physical address, make sure you decorate your windows with holiday charms. Put up A-frames displaying the massive discounts on offer. Also, in case you have a substantial advertising budget, use it on mobile advertising and billboard marketing for maximum exposure.

It is wise to hire a professional sign making company to create your holiday advertising signs. These providers have the experience and skill to come up with unique designs and colors for your campaign.

The holiday season is not the time to take it easy. Follow the aforementioned ideas and you'll easily be able to keep up with or beat your competition. However, business owners and marketers are people, too. They of course should also spend time with their friends and families to celebrate the festivities. The key is to balance it all out.