The Right Sign for You, Your Business and Your Community

What’s your vision for your business? What do you foresee as the perfect customer interaction? A professional, attractive, informative sign can go a long way in setting the precedent for how your patrons will interact with your business. As such, it is important to put your best foot forward when it comes to internal and external signage.

The Art and Science of Signage
As signs dictate a certain type of relationship with viewers, it is important that your sign connect with your audience and, ideally, inspire them walk through the door. Research by the Signage Foundation Inc. (2012) indicates that effective signage requires a unique balance of art and science. Here are four things to consider when purchasing a new sign, or updating an older sign:

Location:
Specifically, this refers to the sign’s location in relation to other structures, roadways and environmental elements. One of the most important functions of a sign is to help customers find your business. A sign hidden by overgrown trees or other signs can be difficult for customers to locate. 

Graphics and color:
Logo and brand recognition play an enormous role in customer interaction with a business. Signs for business can be a great way to establish and build your brand. It can also be a great way to attract already loyal customers. Especially if your business has multiple locations, consistency and memorability of your signs is key.

Brightness and contrast:
Whether the sign is illuminated with LED lighting, backlit, or simply designed with bright, contrasting colors, these elements play a large role in a sign’s visibility and attractiveness. Without being overly flashy, your sign should stand out from the crowd.  

Size and characters:
Sign legibility is key to customer viewability. If a potential customer cannot read your sign, either because it is too small or the characters are difficult to read, then they cannot know what you offer or other important details about your business.

What does this mean for you?

Perhaps you’re saying, “I already have an on-premise sign, why would I need a new one.” If this describes you, then keep reading. According to the New York State Small Business Center (2004), signs contribute to a business in two main ways: identity and visibility. But your sign does not exist in a vacuum. Because a sign is a feature of a community, you must be considerate of your community in order to create an affective sign and drive new business.

• Customers care about their community and how it appears. There is a fine balance between raising awareness of your location and respecting the aesthetics of the community. It is important that your sign contribute in both ways, because customers notice. 

• It is important as a business to stay fresh in the eyes of your community. People come and go, populations change, and it is important that your business (and signage) evolve with your community. An old, outdated or graffiti-covered sign can create the appearance of a business being run-down or not doing well, and that will not be attractive to new customers.

The desire to make a good impression and keep their customers informed are two things all businesses and organizations have in common, regardless of their service or product offering. A professional sign can attract customers, contribute positively to community appeal, and build the reputation of an operating business overall. 

References:

New York State Small Business Development Center. (2004). What’s Your Signage? How on-premise signs help small businesses tap into a hidden profit center. Retrieved from http://www.nyssbdc.org/resources/Publications/Whats_Your_Signage.pdf

Signage Foundation, Inc. (2012). Arts and Science of Sign Design. Retrieved from http://www.thesignagefoundation.org/LinkClick.aspx?fileticket=IzBF%2fXbEMis%3d&tabid=59&mid=501