We said it before; your sign is your voice on the street. It speaks to customers and passers-by and invites them in to browse and purchase from you, whether goods or services. How can a sign do all that?
Well, you must think about a number of different things as it relates to your sign and using it as a powerful marketing tool. Your sign should convey who you are, what you do and where you do it. Here are some questions you should ask yourself. Where my sign should be placed on the building for maximum visual presence? What should my sign say? Can I read it as I drive by in a car or other moving vehicle? What are the demographics of the area? What demographic am I trying to reach?
Once you have answered the more marketing driven questions above, you are ready to consider some of the more detailed elements of your sign. Your logo, key word or graphic should be prominently displayed. Is your sign legible? Letter size, letter shape and letter spacing are all important things to consider. Letter size is driven by viewing distance; how far away do you want your sign to be read. As for the shape, some styles are more legible than others with script and extended styles being more difficult to read unless they are part of an already well-advertised and marketed logo that is easily recognized – Coca Cola, for example. Letters spaced apart at a reasonable distance are more easily legible than those that are crowded together.
Two other detail elements to consider are color and brightness. Signs with colors that sharply contrast will be more legible than those that do not. With this in mind, you’ll want your sign placed in a position where there is no competing or conflicting background. A sign must be bright enough to stand apart from its background, but not too bright that blurs as you pass by. The color should, also, be consistent with or enhance the company’s logo or brand.
In essence, is your sign viewable from the street? Do the letter height, shape, spacing and legibility provide the best possible marketing message for you?
Regardless of how good your product or service is, if your sign does not reach out and entice people to stop, your business may have a tough time surviving in this highly competitive and media rich society. Having your sign professionally designed will be worth your while. Professional designers are experienced in coming up with the best ways to capture consumer attention and brand your business in a highly competitive market. Given your long term success can be enhanced by your signage, it is worth investing in having it professionally designed from the beginning.
Your sign designer should be able to take all of these things into account and provide you with the sign solutions that incorporate all of the aforementioned elements and still keep in line with your branding. How do you choose a designer? For larger companies with a corporate identity, you likely have a design team or contract with a design firm to do all of your branding. However, for signage, it is important to also consider using a designer who has worked with or is, also, a sign maker.
Sign companies often have highly talented designers on staff that are not only versed in showcasing your business with their design, but who have the knowledge and expertise in production techniques and requirements. Additionally, sign makers, being keenly aware of your budgetary concerns, can provide the best options for optimal visual exposure at the best possible price.
So, when deciding on the right sign for you, make sure it conveys to your customers what it is you are selling. They should be able to tell at a glance who you are and what you are about. Proper sign design is a key element to making sure you get that result. Take the time to reach out to a sign maker/designer; they can assist in making your sign one of your most powerful marketing tools!