Being in the business of sign-making for more than 20 years, I’ve witnessed the exact errors repeated over and over again in the field of signs. Business owners often spend a lot of effort, time, and money to ensure that their company’s success and then fail to meet their goals in realizing the importance of properly designed and well-placed signage.
In order to assist entrepreneurs, I’ve put together an outline that can be used as a tool to evaluate the efficacy of a current sign or as a reference for creating a new sign.
1. Where is the sign to be placed?
Remember, you have only seconds to impress. The public will notice your sign for less time than what it is to open a website page. This means that you can expect to see anywhere from three to five seconds to make an impression unless it’s placed at a traffic signal or stop signal.
2. How do you think the traffic is moving through?
Many sign companies fail to hit the mark in this. There’s a vast difference between a sign located on a residential street that has a 50km of speed limit per hour and on a highway that has a speed limit of 100kms per hour.
3. How far is the camera?
Are you able to reach your customer from 10-20 or 50 yards away?
4. What is your goal traffic?
If it’s foot traffic, car traffic, or, in certain cases, truck traffic, then the sign must be constructed to suit. For instance, if you’re a Mama’s Truck diner, you will need to position it higher than average of 4.5 to 6′ to ensure that truckers are able to be able to see it.
5. Explore the site at various times of the day.
You’ll be amazed at how an area changes over the course of the day. For instance, we saw an advertisement that couldn’t be read during lunchtime due to the sun’s reflection off the sign. The reason this was so ironic is the fact that the sign was an advertisement for a restaurant that served lunches.
When you’re looking to have your sign designed, be sure to adhere to these simple guidelines, keeping in mind that the process of designing your sign is like creating a business plan.
6. Know your client.
Who are your ideal customers? If they are younger Internet-savvy customers, make sure to highlight your website as well as social networks. If the customers are older from the telephone era and you want to ensure that your phone number is visible.
7. Make it simple.
Increase sales by being brief and succinct. An effective sign should be “Canadian Made Beds for Less” Poor design implies that more is better “We are a Supplier of Canadian Sourced Beds that are Comfortable and Environmentally Friendly for Less Money than our Competition”.
8. Include a call to action.
This may not always be appropriate, but if it’s an option, an example would include “Stop In Today for 20% off Your New Bed”.
9. Make use of images.
Do you sell ice cream? Include a simple image of an Ice cream cone.
10. Give it some time.
Your client may not require your service or product today or tomorrow, but if they’ve been through your door dozens and even hundreds, the next time they come back, it’ll be your name that they’ll are likely to remember.
11. Remember the subtle psychological impact of a symbol.
One of the least understood aspects of creating a great sign is the ability to recognize the subtle but effective clues that the material is playing. Coroplast that is cheap and disposable signs don’t leave an impression of lasting, while longer-lasting materials like stones, metal, or wood can. For instance, wood instantly communicates long-term, earthy, and soothing emotions, while metal conveys feelings of strength. Sure, these kinds of signs are more costly; however, what’s the purpose of spending thousands of dollars for an interior design if it does not even get anyone through the front door?
12. Hiring a Sign Company
Be careful! The sign business you are dealing with has been assigned some of the crucial jobs in promoting your company. Before starting a conversation with them, take time to browse their website and take a look at their signage. If you are impressed by what you find, then contact them and be sure to keep your list of options to yourself and allow them to guide you along the right path. Remember that you’re trusting their abilities rather than the opposite. If they fail to have a conversation with you or ask one or two of the questions mentioned above, Then move on.
The final tip I’m able to share is to give you enough time to find the correct sign. The idea of deciding two days in advance to start a new business that you require a sign is definitely not the best idea.