If a picture is worth a thousand words, what does your signage say about your business? Whether your signage has text or not, it is telling your customers a lot about what you do and how you do it. So what do you imagine an old, dingy sign says about a business? For a lot of individuals, it’s the first big warning sign that a business may not offer the best quality. On the flip side, a funky, fun new sign can easily give the message, “We care about offering quality goods or services!”
Since signs can say so much, are you sure your signage is giving off the right message? Consider these tips for what not to do if you want compelling commercial signs to advertise your business properly:
Don’t: Get Really Wordy
Most signage should be quick and compelling because it needs to get the message across fast. Whether it’s someone driving by and seeing your storefront sign, walking past and skimming an a-frame sign you have posted on the sidewalk, or just browsing the signs in your space, most customers don’t give signage more than a few seconds of attention. If your signage is really text-heavy, odds are good your customers will skip right over it, even if the message is important. Think of your signage like a real-world social media post and keep things as succinct as possible if you want signs to be read.
Don’t: Make Signs Illegible
With all of the awesome technology we have, it’s incredibly easy to make commercial signage that has just about any design you can think of. Don’t let this become a trap for you and your design crew! Just because you can doesn’t mean you should. In instances where a design is too complex, too colorful, or too something, it can quickly enter the territory in which it’s also too hard to read. A good rule of thumb is to step back and see what your design looks like at a distance. Does it quickly turn into a technicolor blob? You may need to choose a different font or simplify the details.
Don’t: Disengage From Your Customers
Customers generally want to feel like they are important on an individual level. Unless you have legal or technical reasons to avoid it, use personal language whenever possible. Of course, it won’t always make sense, but telling customers something like, “You’ll turn heads!” is a lot more impactful than, “Look great in our styles!” Though, if you can’t figure out a way to work “you” and “your” into signs succinctly, the second-best option is to talk about your business in terms of “we” and “our.” In either case, adding that personal language helps customers make a connection and find more value in what you have to offer.
Don’t: Skip the Personality
With so many brick-and-mortar shops around, and even more online, it can be hard to stand out in the crowd. One of the easiest ways to blend into the background is to toss aside that which makes your brand and your business unique. Are you a hair salon that specializes in styling curly hair? Why not brag about it! Puns, jokes, and other silly things are a great way to catch the attention of passersby, but they’re also a great way to show your business’s personality and help you stand out from the crowd.
Do: Get Experienced Signage Help
Don’t worry if you aren’t a marketing pro; you can still get individualized signs for your store. Start by connecting with your local signage company and work with their design team for help bringing your store’s individuality into the designs. Connect with Sign Central for help from your experienced, local Arlington signage company across Chicagoland!