Signs advertise important marketing strategies, such as sale prices.
An effective business sign can draw customers into your store. In the book, "Retail Business Kit for Dummies" Rick Segel writes, "At a minimum, expect sales growth of at least 10 percent after you begin a targeted signage program." Signs announce the presence of a business or inform the public of a promotion. Take some time and plan a sign that builds your brand.
Clarity
A customer should be able to get the message on a sign in a matter of seconds. Whether he is passing your sign on foot or in a car, there is no time for him to decipher a convoluted message with lots of words and phrases. The message on the sign needs to be read and understood quickly. Ideally, the message sparks their interest in learning more about your business, service or product offering. Consider your target customers and the most important benefits of the products and services you offer.
Color Contrast
Another factor that impacts the readability of a sign is the color contrast. Signs with similar colors for letters and background may be hard to read. Contrasting colors are more visible. The colors of the sign should also match the mood of the business. Limit your sign colors to less than four. Shoot for a background color, a color for lettering and a color for emphasis.
Visibility
Signs must be seen by your consumers in order to be effective. The most effective locations for promotional signs are near stop signs or traffic lights, where motorists have no choice but to look at the sign for a moment. Store signs are effective on the sides of buildings facing traffic or above the building. If you spend money on a billboard, the high volume of traffic that passes will help justify the expense.
Sign Maintenance
Signs that aren't cared for will get damaged by the weather and send a message to potential consumers that the rest of your business is not well maintained. Times change and slogans become out-dated. Keeping your sign updated keeps your message fresh. Repaint store signs annually. Change sales promotion signs when the promotion ends.
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