Signage is one of the simplest ways to attract new customers or to keep the old ones engaged. Whether they are fun and cheeky or traditional and informative, their main advantage is they are not perceived as aggressive as other ways of advertising.
In this article, we’ll share with you four important tips that can help you create the best signage for your business. Keep on reading to find out more about turning your signage into profit.
1. Keep it clean and simple
Formatting and design are the two things that create a first impression. If the first thing your prospects see is clutter, you’ve lost them – even if it did draw their attention at first.
Once you know you have their attention, you must make sure you deliver the best possible message for them. So what you need to do is identify the purpose of the signage. Simpler put, what do you want them to do? Maybe pay you a visit during happy hour? Or learn more about your business on your website?
Pick only one purpose for a specific piece of signage.
2. Use the same font (but different dimensions for variety)
Reading text printed in different fonts can tire the eyes. While font provides consistency, different dimensions provide variety – and both of them are important for successful signage.
According to Harrison from HBR Signs “The headline should be the largest bit of text. Whether we’re talking about a poster or a billboard, pick the most interesting part of your message and transform it into a headline. Then just add the rest.”
3. Make use of intriguing images or design
It doesn’t have to be something shocking or improper, but you can put out there things you don’t see every day. Be it flying pigs, a cat chasing a dog or just a luxurious sports car painted in a vibrant colour – they are all appealing to our eyes.
But let’s suppose your brand is not that cheeky, what should you do? Just pay attention to the colour combination. Black text on yellow background, black on white and yellow on black are the best options, as they are easier to read.
4. Take context into consideration
If you already know where your signage is going to be displayed, it can help you craft a better message for your audience. Let’s say you have a natural product line that you want to advertise on a billboard, and that billboard is placed next to a river. Including a reference of that river in your ad has a higher chance to draw your potential customers’ interest. This happens because the ad will be perceived as part of something bigger, and not an isolated self-centered message.
Bonus: 5. Do not include too many details
Although this falls within “keep it clean” range, it deserves a special mention. Details are to be given in the actual sale. The main purpose of signage is to inform your potential customers about an offer, a service or a product you’re handing out, and to maintain a certain level of curiosity.
The more details you give, the less likely people are to contact you. After all, they got all the information they needed to make a decision just by reading the signage. And in most cases, that decision is to take no further action.