Regardless of where it is situated, the primary purpose of a sign is to communicate information efficiently and effectively. Four key factors identify good signage and should be considered when designing internal or external signage:
1 – Audience – how will your target customer respond to it?
2 – Branding – your company’s name, colour scheme and logo
3 – Contact – location address, image and social media handles
4 – Function – whether permanent, event-specific or seasonal signage
Even in this high-tech world where we have become dependent on digital marketing and mobile marketing, what really grabs attention and attracts people into your business is a good, well-placed sign. In addition, over 50% of small-business owners agree that in-store signage and graphics are effective in attracting customers.
As your signage reflects your business identity, it should also reinforce your brand image by using graphics, logos and details that are consistent with your website and other marketing media to increase customer awareness.
It is also valuable to have a compelling colour scheme (think Coke red or McDonald’s yellow) as 80% of brand recognition is through colour association. In designing a sign, thought needs to be given to contrast, too, as it affects readability. Use dark for text on a light background or, indeed, the reverse.
Signage influences customers in their eventual purchasing decisions and is critically important: a fraction-of-a-second’s glance is enough to enable the customer to decide whether or not to step inside. Research shows that 70% of consumers think signage reflects the quality of a business’ product or service and nearly half express a disinclination to visit places with bad signage.
At Compass Graphics, we are known for our excellent signage and attractive graphics. From building covers to banners, wall murals to 3D, we can make them in all shapes and sizes. For signage that says it all in Bristol and Yate, we are the sign makers who will get you noticed.