Signage can generally be placed into three categories: building-mounted, freestanding, and interior. Building-mounted signs and freestanding signs are exterior signage, while interior signage refers to signs that help direct customers to a certain area such as an office, restroom, or department
Your Exterior Sign: 4 Things to Consider
If your business is just starting out, a full-fledged advertising campaign just may not be in the budget. Fortunately, interior and exterior signage is an excellent, economical way to get your message out to potential customers. Or, maybe you’re an established business that’s growing, adding locations, or changing its look. Either way, it’s important to consider why signage is so important and what makes a sign effective.
1. Signs Attract New Customers. Outdoor signs have phenomenal recall value. If your outdoor sign uses great words and graphics, it will catch the eyes of passersby and enable them to clearly remember where your business is located and why they would want to visit your establishment.
Often, merchants increase their business significantly just by adding a good sign. In fact, according to research, placing just one on-premise sign in front of your business can help increase your sales by up to 30 percent. Conversely, many merchants have gone out of business because they simply were not identified well and potential customers did not know of their existence.
2. Signs Brand Your Business. Recognizable, unique text and graphics on your sign will help people associate those images and words specifically with your business.
For consistency, and because repetition is key in marketing, text and images on the sign should be repeated throughout your marketing mix, both within your company (on stationery, catalogs, business cards, uniforms, vehicles, etc.) and when advertising on TV, in print, and on the Web.
Sign-A-Rama Des Moines has professional designers on staff that will help you create a logo and a company image if you don’t already have one. We also supply practically every printed item a new business needs to get started: business cards, stationary, vehicle graphics, magnets, printed apparel, interior directional signage, wall art, and more.
3. Signs are Always “On the Job.” They advertise your business 24 hours a day, 365 days a year.
4. Signs Communicate a Wealth of Information. A well-designed sign clearly tells people what your business does and how you can help them. Keep in mind that people frequently judge a business by the signs, so make sure it’s tasteful. Ask for and take seriously any feedback you receive about areas for improvement. A tasteful, well-designed sign is also a great way to enhance the look of your community.
In sum: while contemplating all the reasons you need great exterior signage and starting to come up with an idea for one, keep in mind some mistakes business owners frequently make:
1. Attempting to be so “understated” or elegant that people either don’t see the sign at all or have no idea what business it represents. Tasteful is key, but keep in mind that signage is a form of advertising, so don’t get too subtle.
2. Attempting to fit in or blend into the surrounding environment. Same principle applies as in point number 1. If people can’t see your sign because it doesn’t stand out enough from the building it’s on, they won’t stop, so this will all but eliminate the opportunity for impulse sales. Don’t start out your relationship with a new customer on a sour note by frustrating them because they can’t locate your business.
3. Underspending. Signage is an economical form of advertising, but it’s hugely importance, so don’t scrimp. You’re already getting a lot of bang for your buck with exterior signage, so don’t opt of cheap or unreliable materials. Signage is often the first impression people have of your business, so you want to make a good impression. Equally importantly though, you really don’t want to have to deal with the headache of constantly fixing or replacing it because you chose to go with shoddy materials in order to save a few bucks.
4. Including too much information. If your sign includes your business name, address, a long tagline, hours of service, and logo, what really stands out? We already talked about how important it is to communicate with your signage, but don’t go overboard and give them way more than they need.
5. Placing the sign too high. Driver’s eyes tend to stay focused at windshield height, so low signs are better in town. Tall signs are better on freeways where they’ll be read (still at windshield height) from greater distances.
Sign-A-Rama Des Moines has experts to:
- help you design your signage
- assist you in picking the most cost-effective and appropriate materials for your needs
- consult with you on sign placement and ordinances in your area!
