Your signs can be functional or promote your brand, but regardless of the sign’s purpose you wan it to be clear and concise for your customers. Not sure if your signage is working for you or if you need to retrofit with a lighting upgrade, here are five reasons why signs are vital for your business.
Providing clear customer communication with signage reduces cognitive overload and increases the chances of a purchase. Consumers can only handle a limited amount of information at a time. Using signage with too much information can have a negative effect on your brand. You want to keep the message simple and to the point.
Customer communication signage typically takes two forms, either directional or safety.
- Directional signage serves as a guide. It can direct customers to the restrooms, parking, customer service, cashier, information, main office, or specific offices in the case of multiple tenant buildings.
- Safety signage warns consumers of potential hazards like wet floors. It can also identify the location of first aid kits, fire extinguishers, and AEDs. The signs also identify exit doors and safe spacing between customers waiting in check-out lines.
Identify Your Brand
A 2012 FedEx survey found that 76% of consumers will enter a shop they’ve never visited before based on the strength of the signage, but more importantly, 52% said they would be reluctant to shop if the signs were confusing or overloaded with text.
Using your signage to reflect your brand’s character and identify is paramount. It’s best to work with a professional designer to create a sign that accurately reflects your business. Everything from the logo to colors and font size all make a difference in how consumers view your business.
Boost Brand Awareness
Communicating with your customers includes promoting your brand. It also helps to attract new consumers. Your business signage should give a great first impression while clearly communicating with your customers.
The best way to use signage to increase brand awareness is with lights, graphics, colors, and fonts. With the right combination, you can stand out from your competitors and ensure consumers remember your brand.
Communicate with the Right Audience
Effective business signage reaches the right customer. Consumers are exposed to several forms of marketing, but you do not want to overwhelm them with your message.
You don’t want your business signage to display pushy messages. It often turns consumers away. Instead, focus on signage that helps the customer whether it’s finding a product or knowing where the check-out counter is.
Business Signage is Cost Effective
Business signage is more cost effective than print advertising. With print, radio, and TV advertising you are constantly paying for the promotional spot. It’s different with business signage. It’s a one-time expense that can last for years.
It is important to partner with a knowledgeable expert when you are considering commercial signage services. Talk to us today to learn how we can help with cleaning, lighting upgrades, removals and installations.