If you have a business, an important consideration is how you plan to use signage, whether you have a storefront or an office in a building. People make snap judgments about businesses they have never entered or done business with, so an attractive, professional sign can help your business convey the type of image you want to project.
From the sign in the window or on the door to interior signage, you need to ask if you're giving a good first impression.
On-site signage is actually one of the oldest and most important forms of marketing communication. Signs do three things in marketing communication: identification, location services, and branding. How well are your signs doing each of those jobs?
Signage is so important that shoppers are drawn into stores and make important quality inferences on the basis of signs, according to a University of Cincinnati analysis of a market research survey of more than 100,000 North American households,
University of Cincinnati Researcher James J. Kellaris conducted a survey of 200 business students about their attitudes toward signage and found that 79 percent agreed they could “infer the quality of a business from its signage.” And a majority (55%) of those surveyed said they would “avoid going in to business establishments that have poor quality signage.”
Just think - people infer the quality of your business from the quality of your signs.
The report also suggested that people's first impressions of a business tend to become frozen over time, even when additional information goes against their initial reactions.
The size and placement of your signage may be hampered by many factors, such as your building's design. However, you should keep your message and graphics as clear and legible as possible in order to reduce any difficulty for your prospects. Make sure your message can be read easily and understood even at a distance. Use materials that are durable and appropriate for the environment and usage. And replace them when they start to look old and/or worn.
According to the SBA, signage is "the least expensive, yet most effective, form of advertising for independent and national retail businesses."
If you have questions about how you can bring in more customers with signage, please contact us. We'll be glad to help with signage for trade shows, sandwich boards (a frame signs), interior signs, counter displays, hanging signs, banner stands and more!