Signage converts store visitors to customers. Retail signage is the most important medium of communication during a prospect’s in-store experience.
Right from your store’s name to your best selling products, from promotional offers to product info – you can convey information about anything via retail signage. The question you need to ask yourself is – are you conveying these messages correctly? Are you using your retails signage in the best possible way? If not, you need to make your retail signage more successful, and we’ll tell you how.
Create Quality Sign Boards
Believe it; the quality of the sign board is an influencer of how the viewer perceives your store’s brand. The longer the lifetime of the sign board, the better the quality of the board needs to be. Particularly, outdoor signage has to be high quality.
A bad sign connotes a lackadaisical attitude about your business. If you do not do care about your business, why should someone else? A sign that is poorly maintained or does not give off the proper information does not inspire confidence into passerby or customers alike. Your competition will pounce on this apathetic attitude and take more market share because of it.
Temporary signs about promotional offers, also, however, can’t be printed on paper! Look for inexpensive yet impressive options of sign board materials, consider different formats such as standing flexes, and innovate to convey your retail messages across with aplomb.
Decide on a Coherent Color Scheme
Colors are critical. In the least, you will need to decide on a background color, a text color, and a highlight color. Look to use these colors in all your in-store sign boards. You do not need fancy water fountains that shoot off on a timely schedule like what occurs at the Bellagio, you just need a proper sign.
Contrast is of utmost importance. For instance red text on black background is not entirely easy on the eye, so look to build contrast to enable readability of the message from a distance. Yellow/green, and orange/red/pink are powerful combinations of colors, but need smart designing to be blended into a catchy sign board message.
You do not want to bore people like the Cleveland Browns did with their 1970s uniforms or even uniforms in the current day.
- Make the Content Easy to Consume
Store visitors and prospects barely have the mind space to consume large messages. So, make the content of the sign board as crisp as possible. A sign board on your store window has to be ultra-short. However, the sign boards on billing counters get extended exposure to the consumer’s eyeballs, so these can accommodate larger messages. Consider the range of sign board options available these days to find the right size and format for the right place in your store.
- Look for Gaps in Your Sign Board Usage Patterns
Many retail stores are guilty of not using sign boards for anything apart from showcasing promotional offers. There are so many other ways to use them successfully to help drive customer engagement and sales upward. From showing images of products in action to showing comparison of your product benefits with competitors’ product’s attributes, there’s a lot you can achieve using sign boards.
You can break the barriers of ambiguity that keep store visitors from actually purchasing your products by using signage intelligently.
- Place Your Signage Thoughtfully
Placement is a key to how successfully your retail signage engages onlookers, passerby, and visitors. Window signs need to be glare proof, exterior signs need to be legible from large distances, in-store pricing signage should be compact yet clear, and promotional offers sign boards need to be at places where the store visitors’ eyes would naturally wander to.
Consider extraneous factors; for instance, your window signage might not be visible because it’s placed at an awkward angle to the natural path of view of the onlooker. Look to use light colored signage for exteriors. Interior signage can be enhanced for better viewing using lighting around it.
These 5 tips are meant to help you realize and maximize the potential of retail signage for your store. Leverage these time-tested and proven effective tips and tricks of retails signage management, and experience more success than you did before.