The value from signs and graphics is created during the development process. Lots of planning goes into creating an effective sign for businesses’ marketing and advertising purposes. SignsReviewed lists out eleven main tips to consider when creating signs in their “Create A Sign Tips” whitepaper:
1. Create your sign with a large and legible font.
2. Create your sign with 1 or 2 font styles.
3. Create your signs with high contrasting colors.
4. Use a strong call to action.
5. Create your sign top-down.
6. Use short words.
7. Use short ad copy.
8. Include your company logo.
9. Keep images to the point.
10. Use directional signage.
11. Ask: Would I notice the signage?
By keeping these tips in mind when creating signage, businesses can get more value from their marketing budget. The most important tip is the first one: Create your sign with a large and legible font. If a sign is too small to read, consumers simply won’t read it and companies will lose out on business. When figuring out how big of font to use, it is wise to err on the side of making the text too big.
During this struggling economy, small businesses need to capture the eyeballs of as many potential customers as they can. Although calculating true ROI for signs can be somewhat difficult, an easier method of measuring the impact of signage is by counting the daily number of people who visit the store. Businesses can count trends in visitors on a weekly and daily basis to discover the effectiveness of their signage. According to WireSpring, businesses should also keep the retail marketing funnel in mind when creating signage. At the broadest level, the retail marketing funnel beings with awareness, moves on to recognition, recall, perception, preference, identification, and sales.
Aside from converting lookers into buyers, the marketing signs for businesses should also build up and strengthen the brand equity of the business. The website GrowMap talks about how a company’s logo creates an immediate image: “Done well, your logo makes your business instantly recognizable wherever it appears”. The end goal of marketing and advertising is to paint a lasting unforgettable impact in the onlooker’s memory (e.g. the McDonalds arch, the Nike swoosh). By doing so, future marketing efforts, regardless of whether they are in the form of signs or television ads, will offer more value than they otherwise would have.
SignsReviewed (SignsReviewed) reviews many of the top online sign companies on its website. Businesses can create signage from the convenience of their own office when using an online sign company. The companies reviewed on the website are BuildASign, Signazon, iPrint, PrintRunner, and VistaPrint, and these sign companies are reviewed on overall experience, price, quality, and customer service. The resources section of the SignsReviewed website details why signs are important for businesses, the whitepaper on tips for creating signs, and the impact of signs on the bottom line of businesses. Although many businesses lean to cut costs when times are tough, businesses should take a contrarian approach and spend their marketing and advertising budget more effectively.