Walk along any busy high street today and you’ll see businesses that do signage well – they are usually the ones you notice! Those that don’t do it so well are just over-looked. Whether you’re a shop or restaurant, local business or service, great signage not only helps cement your brand identity it can connect with passing customers who become more aware of you as a business.
Your signage, if it’s thought through and well-designed, has the potential to boost sales. This is often an area that businesses pay far too little attention to. They’re focused on getting their digital marketing right or worrying about the next project launch. The consumer purchasing process for any brand/product is simple; be seen, be understood, be selected. And in terms of the high street, being seen in visually over-whelming areas is key.
Look at Signage with Customer’s eyes
The first thing you need to do is step outside your business and take a look at the signage and brand communication on display, and the second thing you need to do is look again. Can you be seen, are you understood, are you making it easy for the customer to understand what is on offer?
When a customer looks at your shop front or your restaurant, they need to see clear, branded signage that says something about your business. There are certain, basic design tenets that are always important:
- Is your signage easy to read?
- Is it in the right place?
- Does it stand out from the other businesses on the high street?
- Does it make customers want to come inside?
It’s not just the exterior of your business you should be looking at from the customer’s point of view. Take a look inside. Are there signs that inform visitors properly? Is it clear and concise as well as branded properly? Does it help them make buying decisions? Interior signage highlighting sales and special offers, for example, can improve sales dramatically – especially when you consider that over 80% of all purchases are made on impulse.
See Signage as Part of the Marketing Mix
Many businesses view signage as an isolated entity. It’s actually not. You should create signage that fits into your overall marketing strategy and which contributes to the customer experience. It’s not always easy to do this if you’ve been seeing the same old signs day after day. Working with a professional signage company can help uncover different aspects of your design that you might have ignored because they can come with a fresh pair of eyes.
The range of design options that are available nowadays means businesses can integrate more closely with their brand identity and develop signage strategies which are designed to sell rather than just sit there. It calls for your business to have a greater focus on what can be achieved by improving signage both inside and outside your premises. For that, you need to consider the whole effect rather than focus on one or two areas and understand how everything works or comes together.
Standing Out from the Crowd
Of course, the main purpose of branded signage is to get more customers coming in through your door. Working with a graphic designer to produce something that is unique, and which helps you stand out from everyone else on the high street is important.
Get it right and you will not only boost your brand image but add to your marketing strategy by setting a marker that potential customers easily recognise and want to connect with.