Signage drives customer traffic within your physical store, and if done wrong, it may cause a lot of confusion on the sales floor. It would be best if you first mastered the fine art of retail signage to attract customers properly and guide them around your store efficiently and profitably.
This article will walk you through the fundamentals of business signage, as well as different forms of signage and how to make signs for your business.
1. Make sure you're using the correct signage.
Not all retail signs are made equal. Understand the purpose of your retail signage to make it the best possible. Let's look at four different kinds of retail signage and what you should know about them.
- Outdoor Signage - Make the most of this opportunity to persuade customers to come inside and see what you have to offer. It should change regularly to keep customers informed about new products, specials, discounts, and special events.
- Directional Signage - Customers may use this signage to assist them in finding their way through your store. The majority of this signage can be hung from the ceiling or on the floor when customers walk through the front section, assisting shoppers in finding the things they came in for.
- Promotional Signage - Give them enough information about your items to attract their interest, but avoid poor wording when conveying what makes your business unique.
- Digital Signage - Digital signage is what it sounds like: signs and screens that display digital adverts, videos, traditional store signage, or any other message you wish to convey to customers across your retail store. Make your content eye-catching, and others will take notice. If you make it look not very good or out of date, customers will be unlikely to look at your screen again.
2. Be aware of where you locate your signages
In the signage sector, there are specific criteria that define where people will search for your signage. For example, directional signage will hang from the ceiling or be placed higher than eye level in the aisle so that consumers can see it as they walk by. While promotional signs should be placed at eye level in your window display or at street level to attract passers-by.
Remember that "eye-level" varies by person: children, customers in wheelchairs, and people in cars all require different sign heights (and font sizes), so experiment with signage placement to find the most effective height for your potential customers, also considering the sign's intended function.
3. Make it stand out by being bold and precise
Effective signage conveys a message clearly and concisely. It should be presented to your target audience in as few words as possible. Less is more. Do not use too many words or lines of text on your sign because it makes reading difficult.
Check out this outdoor signage from a clothing store. The one with the check sign has a clear, concise, and easy-to-read message.
In comparison, the other one consists of many words and does not provide a clear communication to the reader
When this occurs, your potential customer's working memory is unable to cope with the "overload" of information they are receiving. Customers' working memory is limited, so bombarding them with too much information at once might not only create a terrible impression of your brand, but it can also negatively impact their decision-making abilities, which is the last thing you want as a business owner.
4. Use Colors for your signage
Color plays a huge role in why people buy clothes in a clothing store. The appearance of a store, the design of its signage, the color of a product, and even its labeling can influence what a customer buys.
- To keep a balanced look, choose two complementary colors like green and red and match them with a neutral tone like white or light grey or match one primary color with one or more neutrals for a basic appearance. To maintain consistency, link the shades with your brand, use them throughout your signage.
- White, beige, grey, brown, and black, especially when mixed with a brighter colour or two, are fantastic for giving your store a clean, classy appeal. Use them in your advertising and signage to provide a calm backdrop against which the brighter colors may shine out. When presenting neutral-toned products, the converse is true: a bright backdrop will assist grab customers' attention.
- Heart rates and blood pressure are known to rise when exposed to red. This color causes our brain to warn us to stop or slow down even before we learn to drive. As a result, red is regarded as one of the most eye-catching colors and is frequently used in stores to announce sales. In this case, it's better to follow the crowd because you want to draw your customer's attention and stop them in their tracks.
5. Update and Review
Update your signage and move it around to make it look fresh because people will stop seeing things once signs become too familiar. You can hire a secret shopper to ask for feedback on customers' experiences or ask a friend or family member to do it. Alternatively, have a non-business contact stroll the route into and around your shop to see if they have any suggestions for improvement.
Your signage should be checked at least once a quarter or more frequently. It will not be required to modify your signs every time, but it will be necessary to test and review them regularly to ensure that they are still working hard for you.
Look for a sign supplier that can understand your business. Find the ones that can provide you assistance or even create signs that are appropriate for your business. Signage may significantly impact your business, and following these simple steps will ensure that you get the most out of it.
Use signage in your store
Consider signs to be your overlooked most effective salesperson yet. Signage makes it easier for customers to explore your store without asking the sales staff basic questions.
The color, visibility, language, and quality of your signs, like the standards you set for an employee's appearance and expectations for their behavior, require some thought and development.
Signs, like employees, can be assigned on-the-job responsibilities ranging from sales and wayfinding to general product information and usage.