There are many aspects of good signage, similar to advertising. The principle of location and positioning applies to your signage just as much as your business. You also need to mind the layout and visibility of your sign, so you must consider colors and contrast. While these are definitive aspects of effective signage, we need to draw attention to an equally important aspect: the content.
When you work with professionals and they help you with large-format printing services for your preferred font, you also need to be very particular with what you are actually saying. You will offer products and services that would most likely not be unique, so your content could determine whether the customer walks through your door or your competitor’s.
Be Clear about the Exact Focal Point
For your signage to be effective, there should be an Exact Focal Point. This is the clear and defined message that you want to say. It should be the main takeaway when someone reads or sees your signage—they should have a clear understanding of your product or service and know the key points.
An effective sign will concentrate on a few main points because if you flood your signage with too much information, it would look cluttered and unappealing, and there is a big chance that your customer would walk away with nothing. Impressive signage is simple but clear, with the aim of helping the viewer understand what you are offering.
Make Sure That Your Signage is a Visual Representation of Your Brand
Look at your sign, specifically the content. Is it really what you want to say? Does it portray the image that your company envisions to project? These may sound like deep questions, but the main point here is establishing your brand identity.
These days, you need to have a brand. The business landscape is competitive, so you need to gain an edge. It is always important that you establish your brand and that your signage carries a unique representation that appeals to your target market.
For example, if you will open a computer shop, you can choose your target market. Do you want to appeal to the younger online gamers, or do you want your shop to cater to the more mature customers, such as college students who need to research and print their documents? You will need to have different signs for these, and the content can also dictate who would walk in your door.
Your sign will define who you are in the community and it also defines which market you will attract. For this reason, you must also be aware of what the competition is doing, what it is neglecting, and you can step in and be the solution to that need.
Use Catchy Words to Attract Customers
Not too many people will stop and stand to read all the signs in a given area. At best, you have about five to ten seconds. Think about what you are presenting to the customer in that very moment—will it engage and compel them to read further or will they just walk away and look somewhere else?
Since you are in the process of introducing your business, it is best to use precise wordings and follow the industry formula of having a proper headline followed by explanatory text, then end with a call to action.
The content of your signage can give prospective customers an idea of who you are and how you commit to your product or service. In business, first impressions really mean a lot, and you need to establish these ties before you can prove that you are a competent company in the long run.
