It seems strange to talk about personality when it comes to brand signage, but the truth is it’s an extremely important factor when considering the visual design for your business.
Most company owners know that their brand is more than just a quirky logo – it’s about the company values just as much and what they stand for. Bringing that personality across in your signage helps you stand out from the crowd and build a strong connection with potential customers.
Brand Signage Options
Whether you’re a bookstore or café, bar, restaurant, hotel or insurance broker on the high street, your brand signage is often the first thing that people see when they pass your property. If you can reveal something about your personality in the process, all the better.
Imagine two cafes next to each other. One has standard signage, the other has made a real effort to show off their personality. Which are you most likely to walk into and ask for a latte?
Be Unique with Signage
The first thing to do is look at the signage on your street and see it from the customer’s point of view. What makes one business stand out while another seems to be hidden away?
You don’t want your business to look like every other one on the street. You want to stand out. What elements can you introduce into the sign above your door that a) tells customers what kind of business you run and b) make them want to step through the front door?
Is your store fun and quirky? Is it serious and supportive? Perhaps you’re a cut above others in your sector and offer a luxury experience. How does your signage bring this across?
Choosing the Right Colours
One area where businesses can struggle is with colour choice. There’s a whole raft of psychological research behind how different colours and their combinations can produce emotional responses. It’s worth getting to know the science behind this when you are designing your brand signage. It can make a big difference.
When you’re working with a signage expert, the choice of colours will be a priority and getting the right mix is essential. They’ll often give you a few different choices and it’s critical to take your time over any decisions you need to make.
Words Matter
It’s not just the font and colour choice that makes a difference when creating branded signage. The words you use, from the name of your business to the details you put in the window or on a menu board can all create an emotional connection to your customers.
Don’t be afraid to try different word combinations and show them to friends and family to see what they think.
Where you put those words is also important. The most obvious is the sign above the door. But what about that window space? Or the portable signs that can sit on the pavement outside? Think about all the options and don’t be afraid to experiment.
For more signage tips check out our latest blog post on the website: How Stand-Out Shop Front Signs Benefit Your Business
