Signs help reinforce the overall image of your brand. You can include your logo to increase recognition or use signage to grab attention away from competing businesses. There are many different reasons for signs and manifold ways to use them.
Eight different signage experts gave their input in the 2020 Digital Signage Future Trends Report. They pointed to the fact that revenue from ads was the top reason to invest in digital signs through 2022. Of course, there are many different types of signs, including vinyl, sandwich boards, and storefront exterior signs.
You can use signs to make an impression that lasts long after the person passes by or leaves your store. Pay attention to the latest innovations and trends in sign design, and look for opportunities to engage and inform customers. Here are seven reasons you should invest in business signage.
1. Make Your Store Easy to Locate
Your name and logo should appear on the outside of your store or office building. You want people driving past to be able to read it easily. Think about how the sign looks from a distance. Even the colors you use for your logo and letters can make the sign easy or difficult to read.
The height of the letters must be large enough to read easily at a glance, but there must also be a contrast between the background color and the typography. At the same time, you want your sign to look unique so that it stands out from the signage of competitors.
2. Improve Customer Experience
Digital signage is an excellent innovation and allows you to change the messaging whenever needed. You can improve customer experience (CX) in your store by providing detailed directions, notifying them of new arrivals or sharing details about sales.
Ads on digital displays encourage patrons to buy more. In one study, airport passengers who saw digital ads for duty-free shopping spent about 42% more than those who didn’t.
3. Measure Ad ROI
Your signage can also be used to see how high the return on investment (ROI) is. For example, you could tell consumers to state a simple phrase to get a discount or invite them to ask you about the new arrival.
You need to use very specific wording and get employees on board with checking a box on the point of sale system indicating the buyer used the phrasing. This helps you see how many people read your signs and acted on them. If your ROI is low, you probably need to mix things up with your signage.
4. Create Loyal Customers
About 75% of consumers state they wouldn’t care if most brands disappeared. This is a bit alarming when you work hard to create customer loyalty. You can be in the 25% of brands they do care about by figuring out what their pain points are and solving them. You can also use your signage to explain how you help customers, what your mission is as a brand, and to promote a customer loyalty program.
5. Go Green
Environmentally friendly signage has been a trend for a while. However, with the cost of sustainable signage coming down, this is a trend growing in popularity. If going green is one of your hallmarks as a brand, you should pay attention to this trend, even for your signage. You might even use signs to explain your commitment to the movement. You can point out facts such as, “even this sign is recycled.”
People who care about improving the environment for future generations will appreciate the extra little efforts you make to abide by your commitment. You can also point out other efforts through signage and displays.
6. Show Your Authenticity
According to Stackla, about 86% of consumers cite authenticity as a major element in which brands they support. Fortunately, you can use signage to state what you’re about and be transparent on a variety of topics. You might not always remember to tell customers you have a 30-day guarantee. You can highlight the effort with signage, though, so buyers are aware of your promise.
You can even use signage to highlight a few testimonials. As the patron enters your store, they might see the image of one of your top customers and a short quote where they state what they like about your brand. Getting feedback from peers has much more impact than almost any other type of referral. People trust the recommendations of others over anything you might say about your business.
7. Help Them Find Their Way
If you have a unique business model or processes the customer must learn, wayfinder signage is invaluable and can help improve the customer experience. Think about the last time you went to a build-your-own type of store. Did the signs point the way to where you should start and what the process involved? If not, you probably felt uncertain and confused. You may have even left the store out of frustration.
Pay attention to your customers as they enter your store. Do they go directly to a station or do they stand there looking uncertain about what they should do next? You can also poll them by simply asking if the signs are clear or whether they still have questions. Don’t be afraid to tweak your signage based on customer feedback and any behaviors you note.
Many Uses for Signage
Today’s signs are brighter, more tech-based, and utilized more frequently than ever before. Figure out the best use for signs for your business and then measure the results through the number of respondents or through observation of customer behaviors. Keep people engaged from the minute they enter your store until they check out. With a little extra attention to detail, you’ll improve your conversion rates and sell more items to more people than you thought possible.
Lexie is a digital nomad and graphic designer. She enjoys hiking with her Goldendoodle and trying new food recipes. Check out her design blog, Design Roast, and connect with her on Twitter @lexieludesigner.