Does signage still work?
Does signage still work?
We are currently in an age of digital living where an increasing amount of time is spent online. Whether it is scrolling on Instagram or absorbing content from TikTok, Digital Marketing has become an essential aspect of how successful a business can become in the digital space as we are starting to see less and less of traditional forms of advertising.
Yet the question remains, does signage still work as a strong method of advertising? Let's delve into the world of signage and how it fits into today's online shopping era.
What is signage?
Signage is any type of graphic display that conveys information to an audience. We see signage every day when it is used commercially or even out in public display to inform us. At the very basic level, commercial signs have 3 basic functions:
- Identity - your sign should be easily identifiable and lets your customers know where you are
- Advertisement - increases brand awareness and tells people who you are or what you do
- Directions - directs customers to your shopfront
McDonald's golden arches
Signage is a visual representation of a brand and plays a crucial role in creating a positive image. It reflects the quality of the products or services offered by the business and an attractive sign can create a lasting impression, elevating the customer's opinion of the brand.
Signage also now applies to more than just physical signs. We are seeing a rise in digital signage, where digital billboards are replacing their predecessor and info screens advertise different businesses when not in use. They have huge potential to grant your business exposure.
Why signage still has relevance today
Signage is an essential tool for businesses to promote their products and services. It provides a platform to advertise and communicate with customers about the brand, increasing visibility and attracting more customers. The constant exposure to signs creates an impression in the minds of people, making them recall the brand when they require its products or services.
Although a considerable part of the consumer market has moved online, shopping with friends, eating out and family days out are still popular with the majority of people. Without signage for your business, if any one customer was to walk past your shopfront and had no indication of what you do or who you were, it's extremely likely they would walk past without a care in the world. For small businesses and larger companies, signage is an effective marketing strategy to draw in new customers while re-engaging existing customers. While it seems simple, signage increases brand awareness and ultimately converts into sales.
What to consider when designing signage
- Keep it simple
Don't put too much detail on your design. When there's too much going on in your sign, information will be lost and people will find it confusing. - Make it memorable
Does your sign reflect your brand and will your existing customers be able to identify you when seeing it? - What is the purpose of this sign?
Will your sign be used to direct people to your store or show your customers promotions? Perhaps both? Be mindful of the amount of information and keep it simple.
Conclusion
Even in the midst of the digital era, signage is a relevant and critical component of a business's marketing strategy. It serves as an effective tool for promoting the brand, increasing visibility, building recognition, and creating a positive image. A well-designed sign not only attracts customers but also helps guide them to the business location. Therefore, businesses should invest in high-quality signage to reap the benefits of improved brand recognition, increased foot traffic, and ultimately, increased sales.
