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Process of Creating Better Signage for Your Business

Updated: Nov 25, 2019

Are you having trouble getting the full use out of your signage investments?

Many business owners find it more useful to have quality business signage over an abundance of advertising. Quality signage comes with an initial investment – but after the installation, that’s it, your store is now advertising 24/7 and all year long. Even if you’re audience sees the sign after hours, it could lure them to come back another time. If the sign includes business hours, they will know exactly when to come back too. Whatever your preferences are on advertising, there’s no doubt that the way a sign is designed can have a large impact on whether it draws in new customers.

To get the most out of your signage, there are some important design principles all business owners should keep in mind when considering posters, banners, vehicle graphics, or other signage. Some of the factors affecting the performance of your business signage could be:

Reasoning –

The most important first step to take when deciding on the design of your new signage is your objective. Every decision from here on out will be determined by your objective. Ask yourself, what do I want to accomplish, who is my audience, and how do I want them to respond? For example, some signs may try to get a consumer to come to the store, whereas some signs try to up-sell during the shopping process. Either way, the messaging of your sign needs to be clear to you before it can be clear to the audience.

Messaging –

Less is more when it comes to signage. Your goal should include to prioritize simplicity – one focused message, asking for one response from the audience. Only include the most important features or benefits with a single call to action. If you give an intricate design with a lot of information, it is likely that people will move on without getting a lasting impression. Also remember to include contrast and bold text for readability.

Placement –

Knowing your audience is very important here. Make sure that the placement of your sign matches closely with the objective you have as well as the people you’d like to see it. Put a sign with an up-selling objective near the point of sale and a sign with the objective to attract new customers where your target audience will be most likely to see it. Be sure that the sign is clearly visible and readable, wherever you decide to place it. Determine whether the placement of the sign requires any extra durability features as well. If it is outside, you’ll want to be sure it is water, wind, heat, cold, and abrasion resistant.

At Bauman, we understand that there are many variables when choosing signage that will work for your business. These are just a few that we hope will help you with your next signage project. If there’s anything else we can help you with, or if you’d like to purchase your signage through us please email!

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