We at The Sign Center believe that great things can be achieved with the right business signs. There is a lot of information that a great sign can convey without words. Most of what you are saying to consumers is subconscious. Let us consider an iconic symbol as an example.
A Name by Any Other Rose
Nike is a household name. And, when you think of the athletic apparel company, their “swoosh” symbol likely comes to mind. However, if you were to go into a sports store with a sign above the door that simply said “Nike” in a dull, off-white font, you would seriously question the authenticity of the footwear and other gear. Without their trademark swoosh and all the associations you have paired with it, the plain sign ceases to be an effective marketing tool. It essentially loses all meaning.
Of course, very few businesses have the level of brand recognition that Nike has, but by designing a spectacular sign, you can begin to work toward it. Your sign should be instantly recognizable to clients from a distance. The goal is for consumers to know who your company is without even thinking after seeing your signage a few times.
Your sign should not need too much information if it is doing its job right. Long subheadings and taglines tend to detract from the readability and aesthetic virtues of your marker. A simple logo will suffice in many cases. You can personally supply clients with further information about your company once your sign does the important work of getting them in the door.
Tips for Generating New Business with Commercial Signs
Not all of us have the recognition of Nike. However, there are steps you can take to ensure your new signage stands out:
Color Choice Matters – You can attract the right type of business with colors that have been chosen carefully to reflect your target market and your enterprise. Your brand is profoundly affected by your choice in color. In fact, about 80 percent of brand recognition can be attributed to color and not the logo.
Bigger Is Better – You can count on your sign having more visibility when it is bigger. This is especially true if it is in a high traffic area. Your individual situation will be the main determinant of your sign size, but we generally recommend going for larger signs when possible.
Mind Your Target Demographic – FedEx recently conducted a survey of about 500 small businesses to find out their marketing preferences. In the results, they found that older businesspeople (55 years of age and over) preferred simpler, muted designs, whereas young business owners (between 18 and 34) favored colorful, highly creative business signs. North Jersey enterprises should design their signs based on their target market.
Signs are an effective, time-tested advertising tool. So, you may want to consider dreaming up your own “swoosh” when you get home from work tonight. The Sign Center can assist you in achieving that vision. If you are ready to generate business with new signage in North Jersey, contact us today for a consultation and quote.
