Customers' attention spans are short. What is more, you have a lot of competition for their attention. Effective signage makes the difference between making a sale and having a missed opportunity. Whether you run a small boutique or a large chain store, how you communicate with customers through signage significantly impacts their interactions with your brand. What does it take to have this experience result in sales? Our team has compiled some essential retail signage do's and don'ts to keep in mind.
Do's:
- Keep signage clear and concise. Use simple but effective language that is easy to understand at a glance. For example, "SALE: Up to 50% Off!" gets the point across. If anything is longer and more intricate, the customer will move on.
- Prioritize signage visibility. Ensure your signage is easily visible from various vantage points within your store. While overhead signs are great for guiding foot traffic, advertising and brand-building signs should be at eye level. By the way, we recommend using contrasting colors to grab attention whenever possible.
- Remember brand consistency. Consistency in design, font, and messaging across all signage solutions is critical. It is your opportunity to feature corporate colors and logo presentations to reinforce brand identity.
- Highlight promotions. Your signage should prominently feature seasonal promotions, weekend discounts, and special offers. Our team can pre-print sign inserts that spell out "Buy One, Get One Free!" or "Limited Time Offer."
Popular signage options include point-of-sale signs, end cap displays, and aisle graphics. We can translate this information into floor graphics, window graphics, and changeable post and panel signs.
Don'ts:
- Overuse words. It is easy to overwhelm customers with too much information on your signs. Lengthy paragraphs explaining exclusions are best featured on secondary signage that informs customers whom the primary brand-building signs have reeled in.
- Sacrifice readability. Flashy design elements and old English spelling turn people off. Cursive fonts can be a challenge to read for some consumers. Remember that font size and style must be easy to read from a distance.
- Overdo signage. Customers can get confused when you clutter your retail setting with too many signs. Therefore, it is critical to first remove the signage that advertised your last special offer before bringing in the signs that highlight your current deals.
- Forget about brand building. Showcase your brand identity in your signage. As a result, it is best to avoid easy generic templates that do not reflect your brand personality.
- Questionable placement. Signs in hard-to-see locations are useless. If your display space lacks lighting or foot traffic, a sign will not improve brand-building or sales.
Effective retail signage attracts customers, drives sales, and boosts the brand experience. By following these do's and don'ts, retailers use signage effectively to communicate critical messages, guide customers, and reinforce brand identity. What would this look like for your store? Call our team today to find out!
