Signs can be an essential component of a business’s overall marketing strategy. A sign that contains a business’s logo can help reinforce its brand. Signs are also used to draw attention to promotions and to convey information about the business.
Chris Joseph of Small Business calls signs a “silent salesperson.” Exterior signs draw attention to your place of business and help differentiate it from others on the street. Interior signs help customers locate merchandise and can lead to impulse sales when added to special displays. According to the U.S. Small Business Administration website, signs serve as a primary link between a business and its customers.
The U.S. Small Business Administration (SBA) reminds us that your business signage sums up your business brand for the world to see and creates that all-important first impression.
Think of your sign as a 24/7 branding tool. You want to make sure it represents your business well. Ideally, you want to include your business logo and use your business’s color palette so that your signage harmonizes with the other visual aspects of your brand. However, if you have a complex logo or can’t use it for other reasons (such as zoning restrictions), try to at least use fonts and colors that tie in with your brand.
An important rule is to be practical and make sure your sign is readable. Don’t let design overwhelm function. We’ve all seen examples of the business whose store sign is in a beautiful script that looks pretty, but is impossible to read—especially if you’re whizzing by in a car going 45 miles an hour.
Always remember that the purpose of your sign is 1) to help customers find you and 2) to get prospects to notice you. A hard-to-read sign might attract attention of prospects with time on their hands (“What’s that say?”), but it will only frustrate customers trying to find you. Make sure your business signage is large enough, contrasting enough and the font clear enough to be easily readable from across the street, across the parking lot or wherever else your customers may be coming from.
Professional design help can help you achieve these goals and make sure your 24/7 “Silent Salesperson” is delivering the best message clearly for all to see.