By Laura Baird
People who run a business often do not pay enough attention to their signage. Due to the lack of funds, or creativity, they go for the most simple solution and name, neglecting the potentials of good signage. They forget how powerful visual stimulation could be and how their brand could gain more popularity and become widely recognizable overnight.
Why Business Signage is Important
If your business is already successful, perhaps you do not see the need to improve or create new signage that could attract even more clients. That is a mistake because you should always seek to reach new clients and grow your business. Having signage that does not suit your identity or does not imply what you are doing can be an expensive mistake.
Your small business might be bringing profit and doing good now, but it will hardly surpass that average level if you do not step up your game. That is why signage that stands out from the rest of the competition could only be beneficial, regardless if you are running a small business or a large company. For that reason, we created a list of tips that will show you how you can have signage that stands out too.
7 Tips That Will Help You Improve Your Business Signage
It is hard to stand out from the crowd, especially today when there is no such thing as bad marketing because even a lousy commercial can launch you online and become a huge hit. However, here we will play it safe and focus on the tips that will help you come up with a good business sign.
1. Understand Why are You Making It
Are you creating signage that is meant to last for years and represent your business, or is it a temporary sign for a specific occasion, event, etc.? Company owners should have a clear vision of how their signage should look like. Additionally, you do not have to have only one, you can choose one as your front door signage, and another one that can be placed further down the street to show people the right direction.
2. Know Your Budget
If your budget allows you to get the best signage, go for it, and trust us, it is an investment that will pay off. However, if you are on a tight budget, or you are hesitant to make such investment, try getting the best deal for your money. Ask your friends or neighbors; maybe someone knows someone who can arrange a discount. Remember, a good sign is never a waste of money. It is something your clients will notice before they meet you, or before they enter your store, or office, etc.
3. Build Your Brand
If you do not have a logo or a brand already, you better find one as soon as possible. A great logo is a must nowadays, and it can be an essential part of your signage. Find a graphic designer who has done branding before, define your target audience, goals, and values you want to represent. If you are clueless about design, think about the brands you like, what you appreciate about them, what is the first thing that crosses your mind when you think about a specific brand, etc. Talk to your designer because a logo is a huge part of branding, and it is something that should become recognizable, so you want to get it right from the first attempt.
4. What is the Message?
No one has the time to read too long or too complicated sentences. Your message has to be clear to everyone, readable, or funny, if possible. So keep it short, clear, pay attention to fonts, and avoid scripts. Your signage has to stand out, so your message should contain a call to action, some relatable joke, or a piece of brief information about your business. It should not be too subtle, but it also should not be anything offensive, vulgar, or tacky. You have to find a perfect balance of a message, place, and time.
5. Keep It Readable
You should keep in mind that not everyone has great eyesight, or that not everyone will have the opportunity to check your signage up close. People will probably get a glimpse of it while they are driving or walking by, so it has to be visible and readable. The choice of colors plays a huge role as well, forget about neutrals or similar shades, you have to go for the bold and bright colors and contrasts that will pop out. Each color has a psychological function, so make sure you pick the right one.
6. Make a Test
Whether you are making an LED or a custom metal sign, it is essential to test it before you give your final approval and spend your money on the production. You can ask your friends and family for their opinion, but it is even better if you are already in the business to ask your clients or customers for their honest opinion. By doing so, you will not only get much-needed feedback, but your customers will feel more involved; they will know that their opinion matters, which is essential for creating a sense of community. If you have an email list, you can also send it to them along with a brief questionnaire.
7. Evaluate It
You will not know if your new signage is working unless you track the results, so make sure you have all the numbers on time, so you have something to compare to. Give it some time, and do not expect miracles after a day. Approximately after three months, you should be able to notice the real effects of your new signage fully. Also, listen to suggestions, whether someone praises or critiques, there is always room for improvement.
Ready to Grow Your Business?
Signage is just one step towards growing your business and getting out there, informing the rest of the world that you exist. Many people are afraid to do it, but if you do not take that step, it would be hard to make progress. You do not necessarily have to be a creative person; you just have to have a clear idea and a vision of your business. Leave everything else to designers. By following these seven steps, you will be on the road of creating one stellar signage that will place you and your business on everyone’s map.Featured photo credit: Depositphotos