By N Cassidy
If you are running a business a store or a restaurant, then you need to have the perfect sign for it.
You have to make sure that your sign is designed and crafted to accent the selling points of your outlet,
with the dual promise of quality and professionalism to your customers and passers-by.
You have to make sure that your sign is designed and crafted to accent the selling points of your outlet,
with the dual promise of quality and professionalism to your customers and passers-by.
A sign is a very effective medium of visual merchandising for retail stores. The sign of your business has to stand apart, whether it is traditional or contemporary. When you hire a professional to create signs for your business, then consider the type of material and method used to create the sign.
The basic idea is that the sign should suit the business as well as the place it self. This can be better understood with an example - an engraved sign looks good, but will not be noticed in a large building with many signs. A neon sign looks good for a small hotel or a nightclub to attract potential customers at night time, but it may be unfit for other retailers in a shopping centre. In other words, a sign chosen by a retailer or an enterprise must be in tandem with - the nature of business, the goals, the location and the target audience. The sign must support the purpose and the principles of a business, only then will it seem credible enough to the customers and they will be convinced to explore the products/services offered.
Another important tip for retailers is to make sure that their signs do not highlight the prices. If you have a long standing discount then it is OK to have a price focused sign. In other cases, a price sign will need to be replaced as soon as the offer expires or even the prices change. Similarly, making a sign on an offer you are running, has to be more of a temporary sign, like a stand alone sign or a banner. For temporary or seasonal advertising, a banner is the best choice. PVC banners are the most popular as they are non-flammable and UV retardant.
With a sign, your main purpose is to increase foot traffic. Now you can use open signs, window signs or outdoor signs, so that the people passing by are attracted to your offer/name/service and step inside. You have to evoke curiosity in your customers. And then you have to force them to take the action that you want. Do you want them to eat at your restaurant? Do you want them to make a purchase? Whatever your business goal is, you have to create an impression of urgency with your sign. This is essential for the customer to 'eat here' or to 'buy now'.
Also, make sure that your sign has the right font, colours and the clarity that will make a passerby stop and read or at least get attracted to read. You must think of the sign of your retail store as silent, sales representatives that are convincing customers to come in and make a purchase. Acting like salesmen, when telling them what all is on sale, and what are the new releases and incentives being offered.
That is why, when it comes to a retail store sign, a club sign or a restaurant sign you need to keep the business motto in focus when designing or ordering one.
The writer is associated with Impact Signs, the most trusted UK based sign makers Manchester is the location of their head office.
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