Grab your customers’ attention and draw them in with eye-popping (and effective) design.
Two seconds.
It’s the time you have to catch a customer’s attention with your business signs, according to Mike Barrett, a wide-format specialist at Millcraft. And in a world where messages come at us from all directions, effective signage is more important than ever.
A survey by FedEx Office® found that “almost eight in 10 (76 percent) American consumers enter a store they have never visited before based on its signs, and nearly seven in 10 (68 percent) have actually purchased a product or service because a sign caught their eye.”
Whether it’s indoor or outdoor, the most important thing to remember about signage is “to keep it simple,” stresses Barrett. Here he offers five tips to help you supercharge your signage and get customers in the door.
Audience appeal. Know your target audience and align your message and overall design accordingly.
Brand specific. Every sign—whether all-purpose or event-specific—should remain consistent with your brand image.
Color conscious. Multiple colors blend together at first glance. Barrett recommends one strong pop of color that will catch the peripheral vision of passersby.
Design for readability. Keep signs clean and simple, with few words, in an easy-to-read font, and with a maximum of one visual.
Eye-catching placement. Avoid placing signs too high or too low. Keep them close to your place of business and in the line-of-vision of passing customers.
Broaden your customer base and strengthen your brand with strategically designed business signage targeted to your specific audience.
By Laurie Hileman
