What are the qualities of good signage?
A great sign can make or break a potential sale; it can help convince a customer to walk through your doors, or give them enough visual information to determine that they’re not interested and will seek services somewhere else.
In short, investing in great signage is very important for every kind of business. But if you’re new to the world of signage and not sure exactly where to start, don’t worry! We’ve compiled some tips to help you figure out what makes a really good sign– and what to avoid, too.
The power of attraction
Imagine that you’ve pulled off of the highway after a long morning of driving. You’re tired and hungry, and are trying to find somewhere to take a break and get some lunch.
At the exit you chose, there are just two restaurant options. One of them has a brightly colored, clean sign advertising the food they sell.
The other has a dingy, dirty sign that’s yellowed over the years, and some of the vinyl lettering has cracked and peeled off of it.
Which one are you going to choose for your meal? Which one seems like it’s going to lead to a clean restaurant where you can get a good meal and get back on the road?
Obviously, most people would choose the restaurant with the nicer sign without really giving it a conscious thought. Humans are visual creatures– we’re attracted to things that look good.
This example pretty much encapsulates what makes a really good sign: one that looks appealing and lets people know what to expect when they walk through the doors of your business.
Location is key
When you chose the location of your business, you probably had quite a few things to consider. What’s it located near? How much traffic does the area get? Is it easy to access and find?
The same principles are true for your signage.
Even the very best sign in the world could be useless if it’s installed in the wrong place. For example, if you installed a pylon sign that’s located too close to some trees, people driving past won’t be able to easily see it– which means they might drive off and find another place!
For maximum visibility, you should carefully consider the area your business is located in. Who will be passing by, and how quickly?
If people pass on foot, getting a very tall pylon sign won’t be of much use to you. Similarly, if people are driving past at high speeds, a small building sign will be easily missed.
Give the right impression
In addition to choosing an attractive, perfectly-located sign, you should pay careful attention to the visual design. Know exactly what kind of mood you’d like to give off with your signage, and make sure your sign is consistent with that.
It helps to have a clear idea of what your brand is anyway, for everything from social media to package design. Your sign should be an extension of that image. If your store sells cozy handmade baby blankets, but your store signage is sleek, minimalist steel lettering, it’s likely to confuse potential customers.
Call in the pros
At Wrapology, signs are what we do. We’ve created gorgeous custom signs for plenty of businesses over the years, and we know what works and what doesn’t.
If you’re not sure where to begin, just give us a call– we’ll help you figure out the perfect sign for you and your company’s unique needs.