When you have a business, you want people to know it’s there, and the best way to do that is by having great signage! When trying to compete in today’s crowded marketplace, you can’t hide your light under a bushel, you have to make sure everybody who passes by takes notice of your business’s presence, and that your sign is so attractive and compelling it draws them inside!
Effective signage is critical for any business, it can convey information about your goods and services and show off your brand identity. Attractive and well-designed signage in Sydney enhances your visibility and makes a great first impression, bringing in new customers and reminding old customers passing by that you are still very much in business and they are invited to come on in! Let’s now examine some of the qualities of good signage!
Promotes Brand Awareness And Visibility – Eye-catching, informative signage plays an important role in making your business stand out on a busy street. Highly visible signage guides and entices potential customers toward your business as well as familiarises them with your unique brand, giving them something to remember, especially when they see that brand not just on your sign, but repeated in other forms of advertising.
Communicates Effectively – There is essential information that you want your business’s signage to communicate effectively. That information can include your business’s name, logo, hours of operation, and a brief description of what you are offering to the public. This information should be clear and easily readable, even from a distance, bearing a message that’s easy for anyone to understand.
Makes A Great First Impression – Your signage might be your business’s first point of contact with the public who see it as they pass by. A high-quality quality professionally designed sign is sure to give them a great first impression, giving them a taste of what’s in store for them when they walk in the door and experience your wonderful goods and services while becoming familiarized with your brand.
Let’s now consider the keys to designing compelling signage!
Brand Consistency – You don’t want your store signage to be in bold font in red and your media advertising to be in yellow Italics! It’s very important that you choose a great look and stick with it, being consistent wherever your brand is on display! Your customers should be able to instantly recognize your brand whenever and wherever they see it!
Readability And Legibility – Do this simple test- print out your sign’s wording so it covers one sheet of paper, then walk across the room from it- can you still read it? Is it legible? If so, then you have chosen a good design for your sign! Keeping it fairly simple is to your advantage, an elegant, highly decorative font is lovely when viewed up close, but if it’s too detailed and fancy it may work against you when it’s placed on your signage and people have to squint to make heads or tails of it- most will give up and keep walking! Also consider high colour contrast, white text on black is great, but never put grey text on white, it will just run together at a distance.
The Psychology Of Colour – Colour is a cornerstone of design, few other things have the power to evoke intense emotions and create memorable associations. Every colour has its own effect. For example, the colour blue carries a feeling of calmness and expanse, it is reliable and trustworthy. The colour red invokes passion and excitement, it is an energetic, celebratory colour, but is often used as a warning, too! In any case, red is always sure to grab attention! So, it is important to choose a combination of colours that will be in alignment with your brand identity, fostering the associations and emotions that you want your customers to feel.
Clear And Simple – A cluttered sign that is trying to do too much and is difficult to parse will leave most people walking away in frustration. Be sure your signage is focused on the most critical information you wish to convey in a single clear message that people can grasp quickly. Consider having a main sign that has your business name, logo, and a very brief word about your goods and services, for example, “The Beachside, fish & chips by the sea”. You can put your menu and hours of operation on separate, smaller signs once the main sign has drawn them in closer!
Your business’s signage is your way to introduce yourself to the world and welcome them through your doors, so it really needs to shine!
