The Five Man Electrical Band had it right, “Sign, Sign Everywhere a Sign, Blockin’ up the scenery Brakin’ my mind.”
Now that I have subliminally placed that tune in your head for the rest of the day, I can get to the topic of the blog … Signs! We find signs everywhere and in every facet of our lives. We can find signs telling us what to eat, what to drink, where we can and cannot go, who to vote for, where to play, where we can park. There are literally signs everywhere. If you are in the sign printing business, this is a very good thing indeed.
Walk into any restaurant and you will see a perfectly made representation of what you can order just a few feet away from where you currently stand. Walk into a bank and you will have a sign that tells you to start your zig zagging walk through the ropes to get to the next available teller, who is normally staring at you as you walk the prescribed path with no one in front of you. Who does not like the sign at the DMV that says “please take a number and then have a seat?” Many of us just walk past these signs without taking notice, we just go where we have always gone and do what we have always done, or worse yet, just follow the folks in front of us as if they know where they are going.
Choosing the right sign for you or your company can make a huge difference in how your product or business is perceived. A creative or attractive sign can certainly set you apart from your competition. Good interior signs can steer your customers or clients in the direction you wish for them to go. You can personalize those signs and make your customer or client feel that much more important. Good exterior signs can give that passing motorist a quick glimpse to what you are offering. Have you ever just walked into a store or chosen a company based off of looks? Many have, and many will continue to do so.
So what are some of the benefits of having good signage? Brand reinforcement for one. Having the company logo on your signage allows potential customers to associate you with what your signs are promoting (Back to School Sale or Black Friday Pricing). Impulse buying for another. The correct sign can get you to buy something you may normally not have. For instance a blueberry cobbler for dessert, or sign up for a company credit card today and get 20% off your purchase.
A third benefit to having good signage is that it is effective 24 hours a day 7 days a week. According to a FedEx Office Survey dated May 14, 2012, titled Standout Signs Contribute to Sales, the following were just some pretty powerful statements found in that survey.
- More than two thirds (68%) of consumers believe a store’s signage is reflective of the quality of its products or services.
- Small business owners who opt out of signs altogether leave behind nearly 60% of consumers who say the absence of a sign deters them from entering a store.
- Almost eight in 10 (76%) American consumers entered a store they have never visited before based on its signs.
- 68% have actually purchased a product or service because a sign caught their eye.
The purchase of a good sign can be seen at all times. These signs can be as simple as banners with your local high school name on it, to magnets and car wraps that advertise your business. Or simply signs for safety such as this.
Once you recognize the importance for good signage for your business, your business will be better equipped to take the next step.