The importance of Signage, and it's role in promoting your business

Remember signs are your silent sales people – they can bring people into your business, point them in the direction of what they’re looking for, highlight new products and promote sale items – all of which contributes to providing your customers with a pleasant shopping experience.

Outdoor Signage

Never underestimate the power of your external branding. Your signage will reflect what your customer’s expectations are when they enter your business. Are they clean and well maintained? Are they in your brand’s colours, do they reflect your brand’s position in the market place – luxury goods or bargain basement. Get this wrong and you could be attracting the wrong kind of customer.

Department Signs

Have you ever been in a large store and not been able to find what you want? Wingate Signs & Graphics recommend placing signs high above the sales floor, so that customers can see and get to the different departments they are looking for.

Directional Signs

Your store should include signs that point the way to payment areas, toilets and other special areas, such as customer services.

Time limited Signs

Special promotions, sales or events in the retail calendar can be promoted through temporary signage - banners are excellent for this, cost effective and can be stored safely for reuse.

Readability

Of course, it’s no good having signage if it can’t be read! Your letters should be large enough to read from the customer's vantage point. The rule of thumb is add an inch of height for every 10 feet of viewing distance. For example, if a customer will be viewing a sign from 10 feet away, the letters should be at least one inch tall.

Colour

Make sure your signs STAND OUT! Use contrasting colours for the font and background. For text the best colours are black, red and white – and these need to be printed on an opposite background, black on white, and white on black for example, for maximum exposure.

Sign Condition

Tempting as it may be, try to avoid handwritten, tatty or unclean signs, and signs with misspelled words or crossed out words. These give a really bad impression, no matter what kind of business you are in and signs can be really cost effective, and produced at short notice.

There are some exceptions to this rule, and these tend to be signs with special offers, changing menus etc. and then we would suggest a black or white board to promote the immediacy of these offers.

Labels

Labels are also signs. Don’t try to hide the price, make it big and bold – we’d recommend that you add your own label – not only can you add more information, but it’s all extra advertising!

Legal Signs

If your premises are required to display Health & Safety signage, and most do at some level, ensure they are professionally produced, and of a suitable size to be noticed.

If you need any advice on suitable signage for your business contact:

Dawn Saunders

Wingate Signs & Graphics

T: 0161 772 0129