- 08 Nov 0
Do your customers know who you are? What you do?
Do they even know where your offices are on the high street?
Even the smallest business needs to advertise its presence in the marketplace, and while attention has been firmly fixed on Internet advertising for some time now, there’s still a place for a simple but effective ‘real world’ signs that points passing trade in your direction.
Making your voice heard above the noise
Hiding away behind a blank frontage isn’t going to encourage customers to walk through your door. The truth is that customers are still drawn to advertising hoardings like moths to a flame. And if your competitors have a bigger, brighter flame, you can be certain that’s where those potential customers will head.
To make your voice heard above the general hubbub of the high street, you need to have good signage. It needs to tell people exactly who you are, what you do and attract them towards your services. Whatever type of business you’re in and no matter how big or small you are, you have to tell people that you’re out there, ready and waiting to give them the service or goods that they’re looking for. So what makes a good sign?
Keep it simple
The more you clutter up your sign with slogans, special offers and catchy one-liners, the more confusing it becomes. You have just a few microseconds to make an impact, so keep your sign simple. Tell people who you are, what you do and give them one good, solid reason to walk through your shop door.
Think about colour
A lot of research goes into the psychology of colour in advertising and how people react to certain shades. What colour best sums up your business? If you’re an aromatherapist, for example, pastel shades such as lavender have a subconscious link to the services you offer in the minds of your potential customers. An engineering firm may do better with harder colours such as dark blue or steel grey, again reflecting the kind of services or products they provide.
Make it consistent with your brand identity
If your sign doesn’t tie in with your established brand identity, it will be ineffective at best and confusing at worst. If you already have a strong logo that’s instantly recognisable, make sure it’s incorporated in your signage design. Consistency of brand makes you look more professional and gives customers a point of reference that will immediately make you memorable.
Keep the words to a minimum
Too much information can put off potential customers. It also makes your job harder, as you have less to talk about with them when they walk through the door. Remember the first rule – keep it simple. Cluttering up your sign with too much text will put off customers and your message will get lost in the ‘noise’ of the sign.
It doesn’t have to be flat
Signs don’t have to be flat boards. Raised lettering or Fascia panels can be eye-catching and interesting, so think in three dimensions, not just two.
Having a good sign outside your premises puts you on the business map. If you don’t have a sign, your potential customers won’t know you’re there and start heading towards a competitor who does advertise their presence. Can you really afford to miss out on all that potential new business?
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