There are a few tips that should be considered and looked into before designing and arranging signage for your business or company. Effective signage should be capable of attracting potential customers and people passing by, whether they are in their cars or walking past. Signs can be an effective solution that should be incorporated into your advertising strategies. These can be applied outside as billboards or pop-up signs, applied to shop windows as decals as well as within the store or business, usually for information, point of sale or merchandising purposes.
11 Quick Tips To Assist In Creating Effective Signage:
1. All signage should be eye-catching and kept simple (remember the KISS strategy I spoke of in previous articles — keep it simple stupid!) People should be able to see and read the sign easily and clearly as they pass by. The sign should not be crowded so that it is visible from a distance, as the audience must be able to glance at the sign for a few seconds and have an understanding of what is being promoted and advertised.
2. The choice of fonts used should be paid attention to — sans-serif fonts are usually preferred to improve readability and legibility of the signage overall. For instance, if a script style font has been used for the entire sign, from a distance viewers will not be able to read it and the sign will appear cluttered.
3. If you are to advertise a sale, it is best to entice potential customers by mentioning “50% off” outside the store, to draw them in and save the remaining details for when they have set foot inside the store. This way, the sign will still generate interest, and at the same time, will not over-crowd the design.
4. Proper usage of certain colour combinations can be eye-catching to grab attention — for instance, complimentary colours, such as blue and orange could stand out nicely if designed well, as long as the colours do not clash or have similar tonal values. Another idea is the company logo could also be a focus within the sign design. Combinations of black and white are preferable, but can be a little dull as opposed to eye-catching and contrasting colours.
5. The placement of the sign should be near the viewer — this is a strategic move. It should be made sure that the sign is visible from a distance, there should be no obstruction while viewing the sign from a distance if possible. And be sure to have the signs cleaned from time to time for not only the reputation of your business and image, but to avoid potential customers being deterred or put off. The sign could also be positioned as close to the street as permitted — especially if exposed in high traffic areas. Signs applied to benches on the side of the road is another medium and opportunity businesses often forget about utilising.
6. The design of the sign should be unique, as it should differentiate from the surrounding environment in order to stand out and increase the chances of being seen.
7. The sign should be memorable. It should be such that your client’s products or services and the location are easy to remember and recall for possible future visits or mentions by word-of-mouth.
8. Consider mobile billboards and signs to drive around during peak times, such as lunch hours or after work hours to generate more brand awareness, and for something a little more fun and interactive.
9. In-store, think outside the box, as you do not have to always stick to the traditional ceiling suspended signs and stand inserts. Have you thought about floor graphics (larger designed labels that stick to the floor) or free-standing banners and wall decals?
10. Consistency is key — a consistent visual image should be present throughout the signage and promotional materials. The layout, font and colours of the design should reinforce the brand image. Colour is one of the easiest and most cost-effective elements for the coordination of design for the purpose of business identification and recognition.
11. Be sure to test or measure the results and impact your signage has on your sales and business. Experiment with different styles, graphics, colours and see which design creates the best results.
I hope that these handy tips and tricks above for creating effective visual signage has provided you with a greater understanding of the elements and techniques required.
Contact Designz by Jamz to discuss further how we can help with your signage requirements.