Signage is an important part of your business. Your business’ signage could be anything from wall signs, window signage, sidewalk signs, floor signs, and more. Good signage provides your customers and potential customers with subtle, but important, communication cues, increases brand awareness, and in the end, it can help you convert a sale.
Whether you’re using signs for functional purpose or branding, it’s important to remember that a customer’s takeaway isn’t just your logo, it’s the whole experience from introduction to close of sale, and everything in between. Presenting your customers with clear, concise, and branded signage is one important part of your business plan. Here are top 5 reasons why signage is so important to you.
Since customers do have a limited amount of working memory, when they’re faced with too much information all at once, it can not only give them a negative perception of your brand, but it can also adversely affect their decision-making abilities, which is the last thing you want as a business owner. Providing clear communication through signage is a great way to eliminate that barrier between cognitive overload and increase the chance for purchases by the end-user.
Consider this: if your business uses a whimsical font like papyrus, and you’re a doctor’s office, from the outside in, your office looks more like a card shop and less like a doctor’s office. The choices you make in branding are important, and keeping consistency throughout your space is even more important.
As with brand character and identity, you want your signage to quickly and simply tell potential customers what your brand is all about, so your signage needs to give a great first impression to anyone and everyone who sees it. Additionally, having your interior signage, whether it’s for branding or safety, properly branded will further increase the number of times a person sees your logo, keeping your brand at the top of their mind.
REACH THE RIGHT AUDIENCE
To be effective, your signage must reach the customers you’re going after in look, in feel, and in messaging. While businesses seek to break through the noise, once a customer is in your place of business, the only “noise” to break through is your own. You have the right customer, at the right time, but do you have the right message? Clear signage can make all the difference.
Signage can be extremely cost-effective when compared to pay-per-impression (PPI) style advertising where you pay for each advertisement that is placed via email, on social media, and through other media outlets like television, radio, print, and so on. Signage, on the other hand, is a one-time, up-front cost that can last almost indefinitely, making it a wise and lucrative investment of your hard-earned business dollars.