Some are quick to overlook the psychological impact of lobby signs on the perception of a business. It is easy to do particularly for the established business. However, there is no question that lobby signs play a critical role in a client's "first impression" of a business. Imagine this...
You have just taken a seat in the lobby of a large, established architectural design firm. You are looking to, finally, build your first home after years of laboring, saving and dreaming.
As you wait to meet with a big firm partner, you excitedly look over your binder of design concepts. You envision a modern design with subtle, classic elements that will touch your home a sense of warmth and timeless style.
The minutes drag on and your eyes start to wander about the lobby. You catch a glimpse of the lobby sign for the firm just above the receptionist.
The sign is turquoise with some pink elements and you can tell it
has been in place for some time. In fact, it looks a bit faded. You presume that the sign was created in the late 80s early 90s because it has that "Miami Vice" aesthetic.
As you sit patiently awaiting the big firm partner, you begin to wonder if this firm can really deliver the subtle style elements you envision for your home. Your evaluation of the lobby sign prompts you to evaluate the office furniture, the carpet, the lighting. Wait a second, this office is quite dated, you conclude.
Finally, you meet with the big firm partner who assures you that the firm can easily accomplish all of the style concepts you have for your home. But, just in case, you decide to visit a small firm to get another perspective.
As you wait in the lobby of the small firm you catch a glimpse of the lobby sign above the receptionist. The sign is understated yet stylish, modern with classic elements. The sign is sleek and sophisticated with no evidence of fading. You think, but for the firm name, the sign could stand as a piece of wall art in your new home. Your affinity for the sign encourages you to evaluate other design elements in the office, the office furniture, the carpet, the lighting. Wow, although this office is small, it is smartly designed and refreshingly contemporary, you conclude.
You meet with the small firm partner who assures you that the firm can easily accomplish all of the style concepts you have for your home.
Now, it may be true that the big firm can accomplish your vision as well as the small firm. But first impressions count and the lobby signs suggest you'd be wise to select the small firm with its demonstrated sense of style.
This is a lesson on the value of lobby signs for the new business that is considering how to hold its good name and brand out to the public. More importantly, this is lesson on the value of lobby signs for the established business that has forgotten the psychological impact of its lobby sign on new clients and customers. Can you remember the last time you noticed your lobby sign? And if your lobby sign no longer grabs your attention, think about the impact it has on your next client.
