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The Importance of Signage in the Business World

Anyone who runs a business or organization will understand that business signage offers multiple benefits that range from saving money to making money.

Signage Types
Exterior business signs are generally either mounted on the ground or on a building. Ground-mounted signs are typically mounted near a busy street to attract the attention of passing motorists. They are essential for a new business that needs to raise awareness of their location and for existing businesses located in areas that have limited foot traffic, such as industrial or manufacturing areas. On the other hand, building-mounted signs are physically attached to the business and are especially useful in areas with high foot traffic or heavily commercialization.

Signage Functions
Signs serve many different roles. First, they are free advertising for small businesses. Studies show that signage is a cost-effective way of marketing when compared with standard mediums like TV, radio and newspapers. Signage should be an essential component of every business’s marketing strategy. Bear in mind that a sign that displays the business’s logo will reinforce the brand. However, the effectiveness of the sign depends on the traffic flow, business location and local population density. Strategically placed signage draws specific attention to new businesses and will differentiate them from the competitors. Inside the store, interior signage provides directions and information. Signage is the visual link between a business and its customers.

First Impressions
People often say that first impressions are critically important and this is especially relevant when it comes to business signage. The graphic presentation of the sign will establish the first impression with new customers and reinforce the brand with existing customers. Therefore, signage must be carefully coordinated in conjunction with standardized business logos and images. All three should share the same presentation, color scheme and font style. Once businesses are successfully established, they often downplay the importance of signage because they have a strong customer base. A worn out sign with broken lights will repel customers and damage the business’ reputation.

What Signage Communicates
It may be difficult for new business owners to decide how to format and write their sign. Everyone wants to drive traffic into their stores to boost sales, but there are many things that can go wrong with signage. First, the font size can be either too big or too small to read from a distance. Second, too many details will confuse and turn away readers. Businesses signs should be bold and simple with an attention-grabbing call to action.Cleverly written and designed signs will be memorable and inviting to customers. If signage space is limited, simply use scrolling text and flashing lights. The sign should be visible around the clock. Adding a clock or temperature display will attract much more attention and provide an important service to the public.

Lastly, be sure to obtain the proper local permit and follow local regulations related to safety and electrical ordinances.

2016 Kickercon News Blog