If you own a retail business, you have to have customers. If that business includes a brick and mortar store, the customers have to be enticed inside. To get customers to the store a multiple pronged marketing approach is necessary. You will need promotional mailers, a great website, community outreach, and local media promotion. In addition, you must create compelling retail storefront signage. You can avoid the mistakes many make with their signs by following a few tested design tips.
Your signs must be visible to your customers. Before putting signs in the window or above your door, you need to look around and decide what location is most likely to maximize the sign's effectiveness. After determining that, you can go on to choose the size, design, and amount of copy it needs to have. It is critical that your signage be visible and legible.
Avoid cluttering the sign with graphics and copy. It is a big temptation for the inexperienced to fill every available space on a sign with graphics, logos, and copy. The problem with this is that the reader's eye can't decide where to go. When a potential customer glances at your sign, she will be confused. You can't expect the buying public to go the extra mile for you and try to decipher your sign. It just won't happen.
White space is your friend. If your sign is cluttered with copy, it is hard to read. If it is hard to read, the buying public won't read it. White space helps the reader's eye move through the copy. About forty percent of your sign should be completely empty. That may seem like a lot, but the experts say it is the best way to ensure your message is clear, concise and easy to read.
Choose your typefaces, or fonts, carefully. A lot of people mistakenly believe using all capital letters makes their signs look bolder, bigger, and easier to read. Unfortunately, when everything is capitalized, the customer's eye can't navigate the words. Copy that is printed in lower and upper case leads the customer's eye through the your copy making it easier to read.
Borders are effective. This is especially true when you're trying to get attention from traffic on the street. Borders effectively pull the customer's eye into the sign. Graphics are also effective, but you don't want to overuse them. Signs printed in full color attract more attention than those printed in one or two colors.
Color combinations are important. There should be lots of contrast between the foreground and background colors. If you have a black background, the copy needs to be printed in a much lighter color, like yellow or white. The reverse is true. Dark backgrounds aren't always the best choice. Light copy printed on a dark background is harder to read than dark copy on a light background.
Advertising isn't cheap. You don't want to waste your money on ineffective signage. You can make your signs pop, without spending more money, by following these smart strategies.
Your signs must be visible to your customers. Before putting signs in the window or above your door, you need to look around and decide what location is most likely to maximize the sign's effectiveness. After determining that, you can go on to choose the size, design, and amount of copy it needs to have. It is critical that your signage be visible and legible.
Avoid cluttering the sign with graphics and copy. It is a big temptation for the inexperienced to fill every available space on a sign with graphics, logos, and copy. The problem with this is that the reader's eye can't decide where to go. When a potential customer glances at your sign, she will be confused. You can't expect the buying public to go the extra mile for you and try to decipher your sign. It just won't happen.
White space is your friend. If your sign is cluttered with copy, it is hard to read. If it is hard to read, the buying public won't read it. White space helps the reader's eye move through the copy. About forty percent of your sign should be completely empty. That may seem like a lot, but the experts say it is the best way to ensure your message is clear, concise and easy to read.
Choose your typefaces, or fonts, carefully. A lot of people mistakenly believe using all capital letters makes their signs look bolder, bigger, and easier to read. Unfortunately, when everything is capitalized, the customer's eye can't navigate the words. Copy that is printed in lower and upper case leads the customer's eye through the your copy making it easier to read.
Borders are effective. This is especially true when you're trying to get attention from traffic on the street. Borders effectively pull the customer's eye into the sign. Graphics are also effective, but you don't want to overuse them. Signs printed in full color attract more attention than those printed in one or two colors.
Color combinations are important. There should be lots of contrast between the foreground and background colors. If you have a black background, the copy needs to be printed in a much lighter color, like yellow or white. The reverse is true. Dark backgrounds aren't always the best choice. Light copy printed on a dark background is harder to read than dark copy on a light background.
Advertising isn't cheap. You don't want to waste your money on ineffective signage. You can make your signs pop, without spending more money, by following these smart strategies.
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