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Signs of the Times

Posted on the 29 December 2015 by Marketingtango @marketingtango
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  • December 29, 2015
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Signs of the Times

Is your retail signage doing everything it can to attract and keep customers?

Well-designed signs can be a part of a solid integrated marketing strategy that helps brand your business in the minds of your customers. And while your signage should absolutely be consistent with your brand in terms of fonts, colors and design, according to Small Business Trends staff writer Rieva Lesonsky, making changes from time to time can help keep customers coming back.

Maintenance is Key

Obviously your permanent outdoor sign is not meant to change (unless you’re changing your brand’s colors or other elements); however, it’s important to make sure it looks fresh and up-to-date at all times. Burned out bulbs, flickering neon or peeling paint convey a bad impression and can potentially drive people away.

Best Foot Forward

Apart from your permanent sign, other outdoor signage can change frequently, for instance as new merchandise arrives or seasons change. Lesonsky suggests getting creative with portable signage like A-frames or chalkboards to attract passersby to your store. As an example, a children’s bookstore or toy shop might spell out words in colorful alphabet magnets on a large magnetic board set up on the sidewalk by the entrance.

Stop and Think

Getting creative inside the store can also pay big dividends. Signs that make people stop and think, such as puns, plays on words or humor, are a great way to get shoppers to slow down. When someone pauses to read a sign and chuckle or share it with a friend, you’ve got a better chance of making the sale. You can even get adventurous with floor graphic marketing or a doormat sporting a creative message.

Super Eye Candy

Over the last few years, modern manufacturing processes have made holographic films more versatile than ever, with longer outdoor durability and better printing characteristics.  Self-adhesive holographic films can be used for accentuating such signage as vehicle wraps, window signs and indoor graphics with eye-catching effects like 3D, glitter and rainbow-shifting colors.

If you’re at a loss for new ideas, check out other stores or businesses, or search terms like “retail signage” or “store signage” on Pinterest. You can also seek the expertise of creative services professionals in order to avoid the five most common mistakes in sign design.

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