Signs are undoubtedly a useful
and imperative method of communication between the business and
the customer. Signs build awareness, create interest and sell
products and services. Nothing speaks louder to a potential
buyer than a bold display.
The mission of signs and graphics
is segmented into a three-part process: attracting, informing,
Attraction is the most important step in the process. If a main street or
thoroughfare location is important for your business, then signs
may be the best media for your business to reach your primary
mobile market. Hotels, banks, shopping centers, auto dealers,
restaurants, casinos, service stations and theatres use signs to
attract new customers that may otherwise drive or walk by. Your
advertising success with this mobile market depends upon the
reach and frequency of your promotional message. Every time
people pass your sign they save information on their “hard
drive“. The mere repetition of the message will help them
remember your business or brand name and use their memory when a
purchase occurs. Research indicates that the average consumer is
bombarded with thousands of visual messages per day. The
shopping experience can be cluttered, confusing, and
unappealing, yet dozens of decisions are made in a matter of
minutes. Your challenge is to stand out from the crowd, capture
the consumer’s attention quickly, inform the targets that they
need what the sign is communicating, and close the sale.
is thus the second step in the process of successful visual
information to be displayed on the sign must communicate. It
must articulate and be tangible. Have the sign speak in terms
that will be understood. Imagine what kind of questions
qualified buyers might have and answer them. Since you want your
displayed information to be up-to-date, it is important to be
able to change that information quickly and easily. The most
expensive type of a sign that lets you change the information
displayed on it quickly is a led electronic display. These are
followed by the rotating displays that can display one to six
different ads one by one at the same time. Third, the cheapest
and the most cost-effective is a manually changeable light sign
with an easy opening profile that lets you change the
information displayed on it in few seconds. During the last two
years the “easy-open” light signs have become the most effective
and efficient means of commercial communication because they are
inexpensive, available, practical, easy to use, always on the
job, and directly oriented to the trade area of your business.
By periodically changing its content, a sign can continue to
attract interest and be informative.
After the customer is attracted
and informed, the buyer must be directed. Directional
signage is quite popular when dealing with large exhibits and
retail situations. Used to help organize and direct the flow of
consumer traffic, directional signage will guide customers in a
more orderly fashion and make for a much more successful selling
environment. Directional signs make businesses easier to find.
If customers can't find you, they can't do business with you.
So, next time think about the
signs! Signs are one of the most efficient and effective means
of communication. They are the most direct and only form of
visual mass communication available to everyone. Signs are
long-term investments and should be one of the most permanent
parts of your business.
A business without a sign is a sign of no business!