In a world cluttered with visual and audio distractions, getting—and keeping—the public’s attention poses a significant challenge to anyone trying to move consumers to action. Signs and banners are one of the more effective, affordable, and efficient methods of advertising available to businesses hoping to influence customers and build name recognition. Business signs and banners can sustain and fortify brands, communicate information on products and services, and promote special events, offers, and savings discounts.
But what to say and how and where to “say it”?
Maximizing signage impact usually requires the use of both inside and outside signs along with consistent, cohesive branding imagery and messaging. A variety of signs and banners with similarly targeted messaging, along with graphic and artwork continuity, will boost brand recognition, generate memorable impressions and promote better comprehension of the message.
Let’s tackle indoor signage first.
How about those Walmart greeters! Navigating these enormous retail operations can be a daunting task, so greeters welcome each customer and react to their needs. With or without greeters, you can probably get the job done with signs and banners.
If you’re wondering how many signs you’ll need, where to put them, and what they should say, start by asking the people on your staff about the questions they are most frequently asked by customers.
+When people enter the store, what are the most popular in store “destinations”?
+Which of your policies or special offers require the most frequent clarification?
Next, check your business’ amenities to make sure they are clearly marked.
+Parking areas and loading zones
+Restrooms and customer waiting areas
+Customer service, exchanges and refund departments
If you have Covid-19 safety practices in place, compile that list and check local compliance requirements.
Finally, don’t forget exits and locations of fire and emergency equipment.
eSigns has free, pre-designed templates for both personal sign uses and business sign needs, as well as many Covid-19 safety practice signage. There’s also a free online design tool to customize signs for your specific needs.
After this “research”, you should have a basic idea of where your interior signs and banners should go, which will make your selection of sign materials and designs easier.
Interior signs can be printed on non-curl vinyl banners and mounted to an array of indoor banner stands. X-frame stands or retractable stands can greet visitors at entrances, highlighting product features, special discounts, or in-store events.
Indoor signage can also be printed on a variety of adhesive materials in different sizes and shapes for window clings, stickers, and floor decals. When designing decals for business use, the prime consideration is the decal’s eventual placement. Consumer sight-lines and footpaths should govern the design process so the decal does what it’s supposed to do. Whether directional or informational, as adhesive clings for store windows, floor decals for a hall floor or warehouses, or wall decals to add visual appeal to an office or salon, key considerations will always be the design, color scheme, and size.
Now, on to the great outdoors!
When it comes to outdoor signage, size does matter, and the more abundant your message, the greater the impact. The printing of high-quality outdoor banners is a specialty of eSigns, with inks and materials resistant to heat, rain, wind, and other weather elements.
First, ask your front line team about people who call for directions. Where do customers usually “lose their way”?
Next, drive the approach to your business from multiple points of access. Do you see potential points of confusion? Do other buildings in the area look like yours?
It’s likely that the optimum choice for your outdoor signage will be vinyl banners. Vinyl banners can be printed in large format sizes—up to 16 ft. tall and 100 ft. long– and can attract attention outdoors from across the street or down the block. From mesh banners meant to withstand wind to waterproof vinyl banners intended for exterior awnings, railings, walls or fences, eSigns can cover your outdoor banner needs.
If you’ve got the space or opportunity to place redundant outdoor signs, eSigns produces Coroplast signs or “yard signs”. These can be secured in the ground using H-Stakes. Larger Coroplast panels can be housed in A-frame Signicades and other freestanding sign frames make for effective sidewalk signs to grab the attention of outdoor walking and driving traffic.
The right signs and banners in the right sizes with the right messaging will always deliver solid results.
Here are a few tips on messaging, based on the thousands of signs that hit the eSigns production facility every week.
Most of the artwork that comes through our system from businesses includes website information and a company phone number. The “www” prefix to your URL is probably not necessary and leaving it off saves a little space on your sign. If you have a website name with a number of different words, try using upper and lower case letters to make it easier to read. It won’t make a difference when people enter it.
If posting a phone number, make it big and bold and note that the “1” in front of toll free numbers is optional.
Using a mnemonic device (a memory trigger) can be a big help as well. Like 800-TAX-ADVICE. To find out what your phone number “spells”, visit PhoneSpell.org. It’s a free service.
Any time a sign, a business or any printed piece carries a phone number, call it—reading from the actual proof—before turning it in for production.
Speaking of proofreading…
Typos in business signs and banners might make people think that a business is sloppy, lazy, careless, indifferent, or all of the above. Try these easy steps to ensure proper spelling and correct information on your business signs and banners.
+Put a “second set of eyes” on everything before you send it to a printer. And, if possible, a third.
+If English is not the first language of the sign’s designer, check spelling and grammar with a “native speaker” from your business area. Same goes for primarily English speakers who wish to communicate in another language.
+Try reading the messaging backwards…and aloud. This will force you to pay attention to every letter of every word.
+Two words: Spell Check. Every computer has it.
When you’re ready to bring some magic to your message, let eSigns show you the way!
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