Brick and mortar businesses, listen up - this one’s for you. The first step to advertising your business is to get a sign. Not just any old sign either, we’ve moved past the simple “We’re Open” signs hanging in a window. The successful and often viral signs of today’s world incorporate cleverly phrased limericks, creatively designed logos and inventive use of negative space to grab peoples attention.
Clever signage that links people to your product or place of business is the first impression that your business makes. It’s also your first line of publicity; if your well-planned notice gets seen or shared enough times, it can become a viral promotion.
Signs, however, can also point away from your business. An overdone or bland sign will reflect negatively on the quality of the company you run, the services you provide, or the goods you make. Follow these signage commandments to stand out and attract more customers.
It Has to Be Legal
As with every decision you make for your business, this one has to be approved by the respective government entity. However, some city governments are throwing up roadblocks to new signs, as they have raised concerns about pedestrian and driver safety and zoning codes. Window and sidewalk located “sandwich board” signs are receiving the brunt of this backlash.
It is important when you first consider investing in signage, that you think about the permits and approvals you may need. This could put a damper on your plans, but it is better to have never had a sign than to have one that is quickly taken down. The penalty fees are also likely to exceed whatever you would have paid to register this asset.
It Has to Be a Draw
Once you know your sign is legal, it should next be magnetic, in the sense that it pulls customers to whatever you are selling. Design your signs to be viewed at a range of distances with the goal of leading people towards engaging with your business. For this reason, it might be useful to have multiple small signs directing traffic and identifying different sections of your business.
Impactful signs are also interesting. Intriguing language can give your business a sense of humor and mystery, such as “Businesses are Nibblicious During Construction,” mentioned in this article, which highlights a number of fun signs using a play on the old “open for business during construction.”
Funny signs give the impression that you and your employees value your customers’ time and want to make their days brighter. Images also draw in the eye, and insightful graphic design can be used to make subtle hints toward your product or service, like the smile in the Amazon logo.
It Has to Be Clear
The last thing you want is for the safety and design of your sign to confuse its meaning. There is some specific information that you will want to display on the sign as explicitly as possible. You are advertising your company, so your name or logo needs to make a cameo. You may also be holding a sale or promoting a certain product, so listing pertinent goods or services is appropriate. Hours, prices, and specials will further serve to make your sign explanatory, relevant and useful.
At the end of the day, all this information may seem to clutter up your space. The important thing to bear in mind is that your goal is to give customers what they need to decide to shop at your store. While they want incentive to choose your business over your competitors, they require the information that tells them that you are the best at what you do.
A sign is a moderate investment that can reap big returns for your business. Tailoring your notices to the unique way in which you operate will bring quality and education to the people living and working around you. These people are your immediate consumer pool, and have the social and societal power to add their friends and relations to your customer base, if you make an initial effort. A big, glossy sign with well-chosen words can be the first step in the path of attracting customers to your firm.
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