There are some forms of advertising that are strictly seasonal. You’re not likely to see a sandwich board outside a local restaurant in the middle of winter, just like you’re probably not going to see many banners being posted at a baseball diamond during the offseason. The reason is simple: these forms of advertisement just aren’t effective without a seasonal audience. When used during the right season, however, they can instantly become powerhouse investments for your business.
No form of seasonal signage is more effective than yard signage. This simple stake-n-go method of getting the word out is used by politicians, event organizers, retail businesses, nonprofits and more—all to great effect during the summer season.
Why yard signs?
Yard signs have a dual benefit above many other forms of seasonal summer marketing collateral. First, they’re simple and direct—like a tiny billboard. When designed properly, yard signs will give onlookers just enough information to make an informed decision. It’s usually just a simple call to action, with branding to make the advertiser known to the audience. The sign itself is enough to convey a message, which can be done instantly.
The second advantage of yard signage is its placement. Often, these signs are installed in an area void of other advertising, which means more opportunity for the message to stand alone, uncluttered. A blue yard sign in a sea of green grass, for example, is a great attention-grabber! When used appropriately, yard signs can be a dominating presence on both residential and commercial lawns.
Examples of effective yard signs
Yard signage can be employed to great effect at a number of levels. The most common example that almost everyone is familiar with is a political yard sign showing advocacy for a candidate. This is the simplest way to deploy a yard sign—it doesn’t actually have a call to action and instead, relies on awareness and affiliation to generate buzz.
More commonly, an intermediate level of yard signage is used to convey a message. Nonprofits and local businesses frequently use yard signs to blast a quick, specific message to onlookers. For example, a bakery hosting a sale might advertise a simple slogan of “10 Donuts for $1” in large print, with a date below it. Occasionally an address, a website or a phone number will also be included. The sign is short, sweet and to the point, for instant understanding and appeal.
An example of a more complex yard sign can be seen from real estate agents. Often, real estate professionals will use multiple signs as part of a series, placed throughout neighborhoods and nearby thoroughfares, to attract viewers to a property. These yard signs often contain the property’s address, the logo of the real estate company, contact information and even realtor information.
Tips for designing the ideal yard sign
If your local business is thinking about leveraging yard signage this summer, there are a few critical tips to keep in mind to maximize the effectiveness of this collateral:
- Use large print and keep messaging to a minimum. Keep fonts simple and easy to read from a distance by pedestrians and motorists alike.
- Color is a powerful variable. Make your sign stand apart from its surroundings, yet stay in line with your brand’s colors.
- Make signs big enough to see from at least 100ft, yet not so large that they become cumbersome to their surroundings.
- Proportion all of the lettering, logos, graphics and numbers on your yard sign to make sure people get all of the information—not just part of it.