When it comes to attracting customers, you can’t underestimate the power of effective signage. In addition to obtaining the attention of customers, signage manufacturers also work to enhance brand recognition and deliver information. Despite this, it’s not uncommon for companies to overlook the importance of signage design and implementation. From this, a number of businesses are left with missed opportunities and ineffective communication. In order to avoid your company falling victim to the same fate, be sure to bear the following dos and don’ts in mind.
Do Include Directional Features
More often than not, signage is intended to guide the user, meaning directional features are incredibly valuable. These features might include arrows or other obvious indicators so that visitors are able to navigate unfamiliar spaces with ease. If you’re able to create a straightforward experience for them, they’re more likely to return again and again.
Do Maintain Brand Consistency
One of the most important features of signage is that it represents the brand in a way that’s consistent with all other marketing materials. In order to reflect brand identity, the same visual elements, fonts, and colors, all need to be employed. This helps create a cohesive brand experience in which the customer isn’t confused about what your company has to offer.
Do Think About Placement and Location
When it comes to the placement of signage, it’s wise to think strategically. After all, you want to ensure that as many people as possible see the sign. Therefore, you need to consider the likes of traffic patterns, line of sight, and visibility. After weighing each of these up, you can say with confidence where your target audience is likely to see the sign and guide them to where you want them to be.
Do Use High-Quality Materials
It might be tempting to use the most affordable materials you can find; however, this may end up costing you more in the long run. Outdoor signs, especially, are subject to a number of adverse conditions, meaning quality materials are required to withstand the elements. What’s more, quality materials will be visually appealing for an extended period of time, minimizing maintenance and repair costs.
Don’t Disregard Feedback and Testing
The most important people to impress when it comes to your signage are your target audience, which is why it’s so important to get feedback before finalizing anything. Start by consulting your colleagues to gather an understanding of what the signage means to them. If you receive the all-clear from your colleagues, you can then roll out the design to your target audience. If you receive negative feedback from any group, try not to take offense; just use this feedback to improve and convey the message you’re looking for.
Don’t Neglect Lighting
Something that’s often overlooked in the design stages is where the sign is actually going to be placed. For instance, some signs will be placed in night-time conditions, meaning measures need to be implemented to ensure that the sign is seen. You always need to weigh up whether the sign needs to be illuminated or not, as a sign that no one can see isn’t much use at all.
Don’t Overlook Maintenance
If you want your signage to remain in tip-top condition, maintenance can’t be ignored. If your signs appear damaged or unclean, this will reflect on your brand. Therefore, it’s essential that a maintenance plan is established from the get-go to ensure that your sign isn’t looking weathered and unkempt.
Don’t Disregard Local Regulations
Depending on location, there are a number of different regulations that you must familiarize yourself with in the design stages. This way, you won’t stumble across any nasty surprises further down the line.
