According to the nonprofit International Sign Association (ISA), people are most likely to find out about your business from your signs. Poll numbers from the association reveal that more people find out about a business while passing it (35%) than any other way, such as always being aware of it (29%), word of mouth (14%), and advertising (10%).
A strong sign will help your business sell. Signage on the exterior of your shop lets people know that you are there and helps you stand out from other businesses. Signage on the interior guides customers toward certain products and can drive impulse buys.
Signs are incredibly powerful for businesses. There is real evidence to back up that claim, such as a survey of 160 businesses on the topic of the impact of signs. How can businesses specifically make signage as effective as possible, though? Here are a few ideas:
In business, it is all about getting people's attention, since you can't really sell anyone something if they are unaware that you exist. We all talk about building an online presence, but what about your physical location? How can you really make an impression to get people interested in what you have to offer – within the immediate surroundings of your location? The straightforward answer, psychologically, is "visuals." After all, the human brain is capable of assimilating and understanding an entire image in just 13 milliseconds (MIT). Compare that to the time it takes to blink: 100-400 milliseconds (Harvard). These numbers show us how powerful visual perception is: impressions based on images are created 8-31 times faster than the blink of an eye!
In the current economy, we often give excessive preference to digital marketing over what everyone knows can get attention for a lemonade stand or any other physical business: a sign. Beyond improving foot traffic, strong signage also helps people in vehicles know that you are there. We all try to understand our environments as quickly as possible. Signs capture attention by helping you immediately communicate what you have to offer, along with a small glimpse of your brand identity.