Reading Between the Signs

How Signage Directly Effects Your Customers Perception

You know you have entered a new era of parenting when your backseat driver starts to point out signs on the roadway. Maybe it’s just me but I hear a lot of chatter in the back of my car like… Mom, were you supposed to stop there or what does yield mean? I usually respond with a vague response like “I don’t know, slow down and look….” My now 7 year old has officially assumed this role as backseat commenter! 

Being that he now can read, it has dawned on me how often information and directions are communicated through signage. I mean just think of moving through an airport or a shopping mall without being able to read the store signs or directional signs. This blog will discuss the importance of clear cohesive brand signage as well as where and when it should be used to enhance your customer experience.  

Visual signage in a retail and commercial space is proven to directly affect a customer’s perception and experience within a brand. In fact studies show that 8 out of 10 people will purchase, or recommend a brand based on the appeal of its signage. 

Create and Design

Creating clear signage is essential in properly conveying your message. Clear minimal wording will allow customers to process your message in a quick and efficient manner.  When any printed text is too long and complicated it leads to confusion and disinterest. Keeping it short and sweet is always the way to go! 

When designing store signs incorporating your logo and your  brand color story will create a feeling of cohesiveness. Consistency in branding helps reinforce brand message and builds trust with customers allowing them to shop with confidence. Inconsistencies in branding, for example opting to use  different fonts or colors, can lead to undermining the integrity of your brand. It can also confuse viewers as to who or what you’re trying to portray.

Placement and Usage

Now onto where and when to use signage.  All signage should be used to promote your business. This can be done on the inside and outside of commercial spaces. Exterior signage attracts potential customers. Especially in high traffic areas it doesn’t matter if it’s by foot or by car; any high traffic area will definitely be seen! As soon as possible place your logo on the exterior of your space so as to “mark your territory”. This will create anticipation and  a sense of excitement. If you’re running a special event or sale make sure to also invite passer-byers by decorating or placing a sidewalk sign on the exterior of your space. 

Signage on the inside of your store can be utilized to help customers easily navigate through your space. For example, clearly marking designated areas such as the restroom will help those seeking immediate relief ( and we know who those are big or small) Polite signs can also allow customers to know which areas are specifically designated for staff only. The use of  signs to mark various categories will help customers experience your space while also leading customers to featured or prominent brands.

Retail signage is an ancient form of transmitting information for all types of  businesses. However, our goal at Line is to modernize this age-old form of communication. You can do so by adding interactive tools to your signs like QR codes. This  will allow customers to access digital content associated with specific products or your brand in general.  The use of virtual and electronic signage throughout your space will add a modern touch to your space as well. Creating light fixtures to reflect on key areas or the floor in high traffic areas is a unique way of upgrading your signage. 

If you’re seeking to upgrade your brand experience and create a better retail environment through upgrading you signage feel free to reach out. We always love tackling new projects!