Previously, we've written about the importance of making a good first impression with the right signage. Now, courtesy of Shopify, let's review some retail signage best practices, followed by recommended signage types for brick and mortar stores.
Signage best practicesSpecificity. Custom signage provides an opportunity to display the perfect message in the perfect place. To build an effective sign, emphasize clarity and relevancy.
Simplicity. To get your message across, follow the rule of five: Make sure your sign communicates in five seconds or less. When your message is more complex, shorten it or consider using more than one sign.
Brevity. Express your message succinctly. Remove propositions. Ditch unneeded words. Apply this message hierarchy: Headline first, then explanatory verbiage, then a call to action.
Inspiration. At a fundamental level, a sign is an ad. And any ad worth its salt asks the customer to do something. So decide what your goal is and make sure the signage carries out that mission.
Essential sign typesOutdoor signage. Whether it's a sidewalk sign, an entrance sign, or signage on an awning or in a window, your marching orders are to make sure the sign is noticed by pedestrians and motorists alike. Exterior signage also presents the opportunity to promote your brand - hinting at how customers will benefit when they come inside your store.
Informational signage. These signs help the customer navigate your space more easily. Information signage needs to be concise and easy to read so it communicates quickly. Recommendation: Large, bold fonts in highly visible colors. (For some fascinating insights on color selection, review this post.)
Persuasive signage. Persuasive signage influences consumer behavior by harnessing persuasive language and eye-catching graphics. These signs are often used to promote aproduct, or a sale. According to Shopify, "Persuasive signs or displays can influence customer flow and improve interactivity with otherwise unnoticed products. Signs that showcase a particular type of product offer an opportunity for retailers to communicate specific details of new, seasonal, or featured items."
ADA Compliant Signage. Anything you do to accommodate disabled patrons can be highlighted with signage. Indoor signs identifying bathrooms, elevators, entrances and exits require Braille and tactile characters in easy-to-read fonts and colors. To learn more, consult local regulations.
Mats. Who knew one of the most versatile approaches to signage was right under your feet? Besides safety and cleanliness, mats are perfect for promotional and informational applications. You can use a mat for branding, wayfinding, and of course, it's a ground-level opportunity to present your logo.
Signage is an important and multi-faceted aspect of your sales and marketing campaign. Don't neglect to include it in your marketing plan!
Last modified: July 13, 2018
