Although many are surprised, signage still is, and will continue to be for years to come, one of the most powerful tools for a business. Why is it so important?
Because brands are now primarily present online, the physical presence of a billboard or poster makes the business real. It’s a powerful reinforcement of all the messages presented online that contributes massively to the brand’s reputation and perceived value.
What Should You Consider Before Designing a Sign?
There are three things you need to take into account before designing a sign: placement, aesthetics, and message, in this specific order.
You can design the most amazing sign – if you don’t find the right place to display it, none of the people who would react to it will get to see it.
Then again, let’s say you found the right display spot, but the colour contrast is poor. This is where you lost them.
At last, you found the right display spot; the graphics are on point, but the message is unclear. They may get confused or even frustrated with your signage, especially if it’s a product or service they’re interested in buying.
But once you set the location, take care of the aesthetics and create a compelling message, you’ve won them.
For each aspect there are a few things you should consider for best results:
Is your message best received as an outdoor sign (billboard, sandwich board, banner, etc.) or as in indoor sign (poster, wall or window vinyl, etc.)?
Outdoor signs have a higher damage risk, due to various weather conditions, so you will need to choose high quality materials to ensure the sign remains attractive to potential customers for months or even years. For signs exposed to constant sunlight, a UV protection film is recommended, so the colours don’t wear out after a few weeks.
Another thing to consider is the customer’s viewpoint. Do they have enough time to stop and stare? Is it a billboard on the road outside the city? How many seconds do you have to draw their attention and interest? This will help you determine the best possible height for your signage.
The biggest part of a sign’s aesthetics stands in the colour contrast, the graphics and the quality of the materials. A chipping sign can draw customers away from the business, because they will associate it with the quality of the service received. Graphics that are not fit to scale or a tiring colour contrast like purple and yellow are also a big no-no for any sign.
Keep it as simple as possible. The purpose of a sign is not to close the sale, but to open it. Give them the brief information they need to enter your store or your website, then make sure they get what they need.
If you need help with designing or installing your signage, call us at 01 13 898 0340. A member of our team will gladly help you with advice, quotes, and general questions. For complex inquiries, you can also contact us via the contact form on our website.