Quality signage is an easy and effective way to drive foot traffic and a way to communicate with your customers. However, if this is done incorrectly signage can cause confusion and overstimulation. Signage in your brick and mortar business is just as important as your website design and it shouldn’t be an afterthought.
Signage As A Sales Person
Consider signs as your silent but your highest selling sales person. Signage helps your customers navigate your shop or business without making it necessary to ask sales staff these questions.
Directional & Informational
Just like you would set standards for staff’s appearance etc your signage also requires a certain amount of development and consideration. Signage can also help with tasks ranging from sales information and wayfinding to general product information and usage.
According to Jamie from Dock Street Signs “Here are some general best practices you will want to consider when thinking about store layout and signage.No matter what signs you decided to include in your business consider all these points.”
- Be specific, a customised sign can give you the right message in the right place. This can include specific details such as relevant product information and location instructions.
- Your signs message needs to be clear. One with too much information becomes cluttered. Shorten the message so you can convey the main themes of the sign within five seconds.
- Effective custom signs use a message, a headline, explanatory text and a call to action.
- Signs are good advertisements and as any good advertisers know you need to get the customer to do something. This is the call to action.
Outdoor signage is one of the most important kind in physical retail outlets because it gets customers in the door of the business. Exterior signage is the first impression that customers have of your business. If your sign is tired and old or has missing letters, make sure these are replaced. As it gives a wrong impression on the customer that you do not notice these important factors about your business. It will help convey the experience that the customer can expect inside the establishment.
Informational signage may also be known as departmental, wayfinding, directional signage. These signs help your customer navigate the business more freely.
Persuasive signage influences consumer behaviour through convincing language or attractive imagery. Signs can showcase a particular type of product to offer an opportunity for retailers to communicate specific details of new seasonal or featured items. So, keeping this particular signage fresh is very important.
Make your customers feel welcome. Offering parking facilities, entrances/exits that are user friendly etc. If your business offers this but doesn’t have informational signage, you could find confusion about where to park and how long visitors can park in your car park.
Time For A Signage Review
Always look at your business with fresh eyes in regard to your signage. See what you think needs revaluating and what signs need to be kept fresh. Keep your brand consistent and you can use this from your outdoor signage to your website always keeping your signage fresh.