Anyone who ever said not to judge a book by its cover didn’t know what they were talking about – the cover is the easiest way to lose or gain a following. Your store’s image, especially that given through your signage, is the key to driving new customers to your business, so make sure it’s not driving them away. This article will describe the importance of signage in terms of brand, customers and revenue. If you realise after reading this article that your signage could be improved, a professional shopfitter like
Signage Reflects Your Offering
If your restaurant or café specialises in feeding families and keeping the children entertained, you probably wouldn’t use muted colour tones and charcoal artwork in your venue or on your marketing material. By contrast, your wine-bar probably isn’t planning to include images of clowns and balloons on its street sign… or is it?
Signage Starts Conversations
Perhaps strange or unexpected signage is an excellent way for your business to be noticed. With thousands of business competitors in each city, you need to find a way to make your store signage work to make you stand out from the rest. If all your competitors are using one angle, can you use something else?
Signage Enforces Brand
Successful businesses, no matter how large or small, have one thing in common: a very defined, unique, and often memorable image. Find the best way of identifying your business’s image. If you can make it instantly memorable – for instance, by using unexpected or quirky imagery in your signage – you may be establishing a successful, recognisable brand with minimal effort.
This will only work if you know your business very well, and understand what message you want your signage to be yelling loud and clear. Make sure that every element of your signage is directly linked to your business, from the signage’s colour, font, imagery, size and even the materials used.
Signage Can Drive Brand
The most important time to make these decisions is before your business has opened. The reason for this is because it means that you can streamline your advertising, marketing, interior (and exterior) design, and your signage, making your business instantly recognisable. This can make it more difficult to change your business’s style, but if you spent decent time at the start setting your business tone, you may not need to worry about this.
Signage Sets Customer Expectations
Your store’s signage sets the tone for your customers’ experiences. Well-placed signage will do everything from lead potential customers in off the street (or guide them from their digital search) to making them feel comfortable enough not only to give you their custom, but to return in future and recommend your business to others. Poorly implemented signage may stop customers from entering your business, and if they do, it may stop them from returning. Make sure your signage lets them know where they are, and that it encourages them to return.
Whatever your business image, signage has a very obvious effect on your customers’ decisions. What are your thoughts on store signage? Have you seen its effects on business? What is the most important aspect of signage? Share your business tips with us below, or tell us what you would do differently.