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.
Image Courtesy : Pexels |
Color
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.
Readability
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
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.