A lot of thought goes into the design of a Retail store. From the layout of the products to the placement of the cashier to the product displays in the windows. Of course, just as much thought goes into creating the Signage that hangs above the door. This is, after all, the announcement to the world of who your store is and what it is all about. It is the beacon that will draw visitors and passersby who may simply be intrigued by what the sign indicates you are offering.

However, your store’s signage shouldn’t stop at the front door. There is a plethora of signage that can continue through the aisles and for just as many reasons.

Information

These signs are intended to help your customer get around your store as easily as possible, which is an essential part of superior customer service. The easier it is for customers to find what they are looking for – whether it is a specific product, the cashier, or the restrooms – the more likely they will be to return. While it helps your customers get around easier, these signs also send a subtle message that your store is orderly, thoughtful, and cares about the customer and their experience.

This type of signage needs to be concise and easy to read. A customer needs to be able to gather everything they need from the sign in a brief glance. Basically, large fonts and simple wording will accomplish the goal.

These signs tend to be permanent instillations, so they are constructed of metal, like aluminum, or hard plastic and bolted or hung high where they are easy to spot. However, instead of hanging high, the opposite is also effective. Another option for this type of signage is flooring. This can be accomplished with printed carpeting or mats. Mats also serve a secondary function of helping the store’s floor avoid wear and tear while remaining clean and neat.

Persuasion

These are the signs that hope to influence your customer’s behavior. Unlike informative signage, which tend to be very straightforward, using flowery language or beautiful images to grab attention.

Often, these signs are used to advertise a specific product or sale, although they can also be utilized to draw attention to a product that isn’t moving off the shelf as quickly as you had hoped or new, seasonal items.

Used correctly, these signs can convert a lackluster seller into a hidden gem, a 25 percent off sale into a seasonal spectacular, and a “maybe” into a purchase.

These signs are typically temporary and often placed where they will attract immediate attention, like a window. Window decals can easily be put on any smooth, non-porous surface – inside or outside. Another option is perforated decals that can cover the entire window while still allowing light in and those inside to see out. On the interior, posters and foam board signs can be hung or otherwise deployed throughout the store.

Temptation 

These are the signs you use to tempt customers to enter your store (or visit your pop up or food truck, etc.).

This signage is typically placed outside of the store, and, as such, is often the first impression that a potential customer will have of the business. It’s not enough for these signs to announce who you are. They need to encourage visits. Properly deployed, this signage can transform a passerby into a visitor (and then the interior signage turns that visitor into a customer).

These signs should be placed where they get as much pedestrian and/or drive-by traffic as possible (although, please be aware of any ordinances pertaining to outdoor signage in your specific area).

There are several effective forms of outdoor signage, including A-frame sidewalk signs that can be easily set up and taken down, vinyl banners stretched across highly visibility areas, and large-format printing hung from the sides of your building.

Retail Signage Tips

Effective retail signage goes beyond simply understanding where and how this signage is deployed. Here are some guidelines that can help you deliver the biggest impact.

Create your Signage with Thoughtful Intent

Have you ever seen a billboard, banner, or even TV commercial that was creative, clever, and eye-catching, yet it left you wondering what you just watched? How did that make you feel? Confused? Angry? Apathetic? Regardless of which, those aren’t positive emotions.

Don’t be clever just for the sake of being clever. First, worry about getting your message across (preferably in a way that is clever and engaging).

It seems fairly common sense, but people make this mistake all the time. It is essential that the your sign’s message is the most important feature of the sign.

Keep it Simple

You have a lot to say. You want to brag about your products and business. And there are so many features and aspects to boast about.

That’s great – but all that stuff doesn’t belong on a sign. A crowded, cluttered, overstuffed sign is one that is going to be ignored.

Simple. Straightforward.

These are the keys to a successful and clear sign. There will be plenty of time to expound on your offerings once you get that customer through the door.

Brand Identification

Whatever you can do to tie your sign to your brand – do it.

Whether it’s using the color scheme from the sign above your door or following a specific font, the more you can do to give yourself an identifiable look, the better it will be for your brand recognition.

Readability is Key

When picking that color or font scheme, don’t forget that someone has to be able to read this sign.

So, don’t pick colors that are too close together, where your words will disappear into the background. Don’t pick a font that is too close together or too outlandish, where the words become a jumbled mess when viewed from a distance.

Also, consistency matters, from sign to sign, sure – but especially within the sign itself. Don’t use a bunch of different fonts or colors that are just going to compete with one another and obscure the message you are trying to get across. Just as with the messaging itself: simplicity is key.

Quality Counts

A poorly made sign sends the message that you don’t care.

You want to put forward a sign that is error free and printed on high-quality materials. It adds a layer of professionalism and trustworthiness to your store.

Conversely, a cheaply made sign or one that is littered with misspellings sends the message that you don’t care about the products you put before them. For consumers, quality matters. The effort you put into your presentation will reflect how they feel about you and your business.

Always Remember Who the Message is For the Customer

The ultimate goal of any retail sign is to communicate with your customer.

All of the above tips dovetail to this one key point. Your signage needs to be written, designed, and constructed with the goal of communicating with your public. Know who your customer is and how they like to be spoken to, then tailor the sign to them.

Studies have shown that a properly designed retail sign can increase revenue by as much as 4.75 percent. That’s just one sign. Imagine what could happen with the thoughtful integration of several different types of signage.

For assistance putting together tailored, branded signs for your retail environment, give The Trade Group a call at 800-343-2005.

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