Business Signage: Basics that Every Retailer Should Know

14 September 2017
 Categories: , Blog


Signage and graphics can make a big difference to any business's marketing and outreach programs. The process of choosing signage for your business can be quite overwhelming. With the vast assortment of options available, it is easy to get confused on what to select and end up with signage that would not be beneficial to your needs. How effective your signage is, depends on an interplay of many factors. Here are a number of simple best practices that you would have to consider in order to make the most out of your signage; followed by three crucial types of signs you must have.

Go for simple

The most effective signs are the simplest. Consider that you have just a few seconds with customers passing by. For drivers, your time is even shorter. Adding more words to a sign means the writing will be smaller and hence harder to read. A potential customer should be able to get the gist of your sign in the fewest seconds possible.

Be keen on the location of the sign

For maximum exposure, you need to research places where your target audience is most likely to be. Also, put into consideration unobvious elements that may affect the visibility of their sign. For instance, you may assume that your signage is well illuminated out in the street, only to find that at some times of the day it is affected by glare from the sun.

Be specific and consistent

Ensure that your signage message, colours and other elements are consistent with your corporate identity. If potential clients see the same message each time they encounter your business, they are more likely to remember you in time. Use the same message on your promotions and in-store signs as well.

So what are some of the different types of signage that every business should consider?

1. Outdoor signage

This type of signage primarily functions to catch the attention of potential customers and lure them into your business. Outdoor signage will give potential customers their first impression of your business before they even step into your premises. Therefore, they need to be catchy and aesthetically appealing.

2. Persuasive signage

Once you have reeled in the customer, you need to ensure that they leave with a purchase. Some retail business owners will opt to task their employees with initiating and keeping up a rapport with potential customers. It may be effective with some customers but to some it may be way uncomfortable. Persuasive signage placed in strategic locations can be much more efficient at eliciting an impulse purchase from these potential customers. They could include sale signs, discount signs, buy one get one for free signs and more.

3. Informative signage

As the name suggest, these signs provide useful information like directions and departments to customers. They should be self-explanatory and concise. Customers should be able to understand the message within a split-second glance. They help customers navigate through.