With so much business engagement conducted online, we often forget about the bricks and mortar branding that we need to have. Whether you are a shop, store, office, restaurant, or hotel, getting your corporate signage right is critical.
Corporate Signage Design
Signage might seem a little old-fashioned but align it with your target market and it can make a huge difference.
There is a little bit of an age difference here. Older store and office owners tend not to put too much creativity into their sign design and often stick with the same look until it becomes almost invisible.
Millennials are a lot more creative when it comes to signage and are likely to spend more on finding just the right design for their customers. They are also more willing to make changes and updates.
When designing corporate signage, here are the factors that you need to take into account:
1. Compelling Colours
There is a lot of information online nowadays about colour theory and how it can play with our emotions. Marketers have known this for decades. The colours for McDonald’s or Nike were not picked out of thin air. They emerged from many hours of research and consideration.
If you already have a brand identity, your signage may well be already decided. It is worth exploring more if you want to create high street signage that catches the eye and brings customers to your door.
2. Contrast is as Important as Colour
To stand out visually, the contrast between different colours always helps. If the hues fade into one another, it can seem a little watery and indistinct. Contrast also helps you stand out from a distance.
This is why something like a light text colour against a darker background often works so well on the high street. Different hues also work well with certain other colours, and it is worth looking at the theory of complementary colours when making your selection.
For example, blue stands out more vibrantly against orange, red and green help each other fizz and yellow works well with indigo.
3. The Size of Your Sign
Size matters for a few reasons. The first is readability. Ideally, you want your potential customers to see you from a distance and recognise your brand easily. This is even more important if you are part of a busy high street, or your office is a little out of the way. The other thing about the size is that it helps you stand out from the crowd.
Of course, many businesses will use a range of different types of signage. Some may have a sign above the door, others might have one sticking out high from the building brickwork. Others might have the main sign displayed in the window or have signage on the street to attract attention.
Another factor to take into account is how you are going to light your sign at night and how this is likely to affect its visual appeal.
Stepping back and looking at your corporate signage design is critical if you want to attract the right audience, irrespective of whether you have a nailed-on brand. Changing both can make a difference and realign you with your most important commodity – your customers.
For more signage tips check out our latest blog post on the website: Signage Essentials for the Leisure Industry