Building brand awareness is crucial for companies of all sizes. However, many businesses make the mistake of underinvesting in signage, which can lead to missed opportunities for increased foot traffic and sales. It’s time to change that mindset and realize the significant economic value that a commercial sign can bring to your site. As sign experts, we have the research to back up this claim.
The Economic Value of Signs
When you walk into a shopping mall, you may notice the illuminated storefronts and busy shoppers. However, did you realize that the exterior signage on some of those stores influenced your decision to enter? A well-designed sign not only provides information on the type of product or service offered but also adds to the overall curb appeal of your business. A great sign will make someone want to come inside.
The data speaks for itself. According to a study by the Sign Research Foundation, 20% of consumers have entered a store based on the quality of its signage. Additionally, repairing signage can lead to a 10% increase in sales for 60% of businesses. Great signage adds value to your business over time, making it more attractive to potential customers and increasing sales.
How Custom Business Signage Offers Value to Consumers
Think back to a time when you were on a road trip and looking for a place to eat. Your GPS may have told you that there was a McDonald’s up ahead, but you didn’t see it until you saw the golden arches flying high in the sky.
The recognizable McDonald’s sign is a perfect example of the importance of signage for brand recognition. While your business may not be McDonald’s, your sign is crucial for your brand recognition and customer satisfaction. One case study of eight San Diego auto dealers found that 68% of those surveyed said that the sign was an important factor in locating the dealer.
Signage not only increases sales but also helps customers find your business. Without a sign, frustrated customers may drive dangerously or give up altogether, leading to lost business.
The Value of Custom Business Signage Over Time
Contrary to a lot of investments made by a certain business, a sign isn’t likely to depreciate in value once installed. Instead, a sign increases brand equity or a person’s perceived value of a particular brand. Making your brand recognizable makes it trustworthy in the eyes of the public.
While maintenance is necessary, the value of your sign is reinforced and multiplied each time someone engages with your business on-site, increasing your return on investment.
Think of your sign as a star player on your advertising team. It plays a crucial role in successful advertising, as it is an investment that works for you 24 hours a day, seven days a week. In fact, research shows that 29% of North American shoppers base their shopping decisions on information communicated by store signs.
When designing your physical location, commercial signage should be a top consideration. It’s a one-time purchase that keeps on giving, making it a valuable investment in your business’s future. Remember that your sign is a representation of your brand, and it can significantly impact your business’s success.
Tips for Creating Great Custom Business Signage
Great signage is an essential element in creating brand awareness and attracting customers to your business. Signage is often the first impression that potential customers have of your brand, so it’s crucial to get it right. Here are some tips for creating great signage:
Keep it simple
When creating your signage, remember that less is more. Keep your messaging simple and easy to understand. Avoid using too much text or complex graphics that could confuse potential customers. A clear, concise message is more likely to be remembered and acted upon.
Choose the right location
Location is key when it comes to signage. Make sure your signage is in a visible location that is easily accessible to your target audience. Consider the angle at which your signage will be viewed and ensure it is easily visible from a distance.
Use high-quality materials
Investing in high-quality materials for your signage can make a big difference in its effectiveness and longevity. Using durable materials will ensure that your signage lasts longer and continues to look great over time. Additionally, using high-quality materials will make your brand look more professional and credible.
Use colors strategically
The colors you use in your signage can have a big impact on how it is perceived by potential customers. Choose colors that are consistent with your brand identity and that will resonate with your target audience. Additionally, use color psychology to your advantage. For example, using red can create a sense of urgency, while blue can create a feeling of trust and security.
Keep it consistent
Consistency is key when it comes to branding, and your signage is no exception. Use consistent branding elements, such as fonts, colors, and messaging, across all of your signage. This will help to reinforce your brand identity and make it easier for potential customers to recognize and remember your brand.
Make it eye-catching
Your signage should stand out and grab the attention of potential customers. Use bold colors and graphics, and consider adding lighting to make your signage more visible at night. However, be careful not to go overboard with your design, as this can make your signage look cluttered and unprofessional.
Keep it updated
Finally, it’s important to keep your signage updated and relevant. As your business grows and changes, your signage should reflect those changes. Additionally, outdated or damaged signage can make your brand look unprofessional and can deter potential customers.
Conclusion
Creating great signage requires careful consideration and attention to detail. By following these tips, you can create signage that is effective, eye-catching, and unique to your brand.
