A business sign serves a multitude of functions: it communicates a company’s name and information, helps people find the location, attracts attention with its colorful designs, and can even encourage impulsive purchases by displaying special offers. It’s a marketing tool that works 24 hours a day, 365 days a year – one that deserves the best care in order to ensure its effectiveness and create an impression of quality, professionalism, and individuality.
The first thing to consider is the overall impact of the signage on the brand image. Keeping the design consistent with the branding across all touchpoints, both physical and online, is an effective way to build brand recognition. Using the same logos, colors, and fonts throughout all advertising is like a thread that sews together each interaction with consumers to create an image of consistency, trust, and dependability. This, in turn, will foster brand loyalty and a sense of familiarity that encourages customers to visit again and recommend the business to others.
Another key factor is the ability to make an instant connection with consumers. The right message embodied in the right sign will immediately convey a sense of urgency and value that can quickly transform a potential customer’s indecision into absolute agreement. A catchy slogan, for example, can prompt a person to buy something they hadn’t planned on buying and will do so by demonstrating the importance of getting that purchase in now.
Signs also provide the opportunity to connect with consumers through technology, such as mobile apps that channel shoppers to websites or social media platforms for further engagement and discounts. These types of digital experiences allow brands to reach a much wider audience and to expand their customer base beyond the local area by leveraging the power of search engines to increase web visibility.
There are many factors that go into creating a successful sign, such as proper contrast between the different elements on the sign. A sign that has too little contrast can be difficult to read and will not demand the viewer’s attention. Choosing contrasting colors and fonts is a simple way to promote visual contrast. Similarly, the use of negative space – the space between letters – is critical to ensuring clarity and making sure that the wording on your sign can be easily interpreted from a distance. For this reason, it’s important to take the time to select a font and color scheme that can be easily read from any angle. It’s important to remember that visibility is based on the amount of light that can be seen, so you’ll want to be sure your sign will shine when you need it to most.
Unlike traditional marketing efforts, a well-designed sign is a low-cost investment that continues to generate leads and sales for years to come. The value of a good sign is measurable: one study reported that businesses with attractive, well-designed signs experienced more than twice the rate of growth in new customers over those without them. To make the most of your business sign investment, rely on a reputable sign company in Corpus Christi to develop customized signage that complements your branding plan and drives brand growth.