Are Signs Part of Your Business?
Signs are an important part of your business. Your business signs can include building signs, wall signs, window signs, sidewalk signs, floor signs, and much more. While each of these can serve a different purpose, when done right, good signage provides subtle but important communication cues to your customers and potential customers, increases brand awareness, and can ultimately help you close a sale.
Whether you use signs for functional purposes or branding, it's important to remember that a customer's takeaway isn't just your logo — it's the entire experience, from promotion to closing the sale and everything in between. Providing clear, concise, and branded signage to your customers is an important part of your business puzzle. To make sure your signs are working for your business and to shed light on some new ideas, here are the top 5 reasons why signage is important for your business.
Provides Clear Communication
When customers are bombarded with too much information (think signs with excessive text and/or graphics), they can experience what is called cognitive overload. When this happens, your customers' working memory cannot process the "overload" of information they receive. Since customers have limited working memory, when they are faced with too much information at once, it not only gives them a negative perception of your brand, but it can also negatively affect their decision-making ability. This is the last thing you want as a business owner. Providing clear communication through signage is a great way to break down the barrier of cognitive overload and increase the end user's chances of making a purchase.
Quality Sign Products
Directional signage can guide customers to their destination. Some common examples include restrooms, parking, customer service, cashier, information, main office, specific offices in multi-tenant buildings, and similar locations.
So how can you ensure your signage reflects the character and identity of your brand? Working with a designer and following your group guidelines is essential. Pay particular attention to logo creation, font size, colors used, and contrast.
As with brand character and identity, you want your signage to quickly and simply tell potential customers what your brand is about, so your sign needs to make a great first impression on everyone who sees it. Additionally, properly branding your interior signage, whether for branding or safety, will further increase the number of times a person sees your logo, keeping your brand top of mind.
