Beyond the large outdoor signs that attract customers to your store, you will need a wide range of signs within. From simple painted words on wood to the latest in high-tech LCD models, you will find many choices, but first you’ll need to consider what is best for your store.
Signage is a very integral part of most retail businesses. The right signs promote your products and direct customers to their location; they help you to introduce your image and establish your brand. From flashing neon to elegant script, signs have been and remain an important part of a store’s personality.
Along with appropriate wording that is concise and correct, there are a number of other important considerations when selecting the right signage. Among these factors are:
- Size of the store. Signs should fit into your layout smoothly, neither dominating the in-store landscape nor becoming lost within departments.
- Lighting. If they can’t see it, they can’t read it. Make sure that the lighting around signage is adequate and without glare or reflection.
- Font and color. A sign’s wording and color should suit your store’s design and image. They must also be pleasing to the eye.
- Materials. Wooden signs might provide a country look, while digital signs are more commonly found in a high-tech atmosphere. Fit the material to the store design.
- Placement. Both product and directional signs need to be placed where people are most likely to see them. However, be careful that they do not detract from your products or displays. View your signs from various vantage points to evaluate their positions. Moreover, place signs in locations where customers are forced to stop, thereby increasing the likelihood of the signs’ impact, such as near escalators and check-out stations.
It is important to take a very slow physical or mental tour of your store; try to view your space as if you’ve never been there before. How would you know where anything is? How would you find your way around? There are numerous signs that you will need to consider before ordering, such as “Shoplifters will be prosecuted,” promotional alerts, and signs marking exits and dressing rooms. Don’t forget to include signs that can be altered for specific sales.
When thinking about signage, do not forget holders and frames. Additionally, make sure that sales signs are put up and taken down at the right times. Customers can insist on an item at the sales price if your sign remains up after the sale is over. Also, try to avoid “fine print.” Savvy customers will feel duped if there are caveats in small type at the bottom of a sign.
While they may not fit the ambiance of all stores, digital signs are the wave of the future. LCD, plasma, and scrolling message boards all fall into the category of digital signage and offer retailers the ability to send various messages and images beyond that of a single static sign. While they will cost more money initially, digital signs can pay for themselves by eliminating the need to print new signs throughout the year. New sales items, for example, can be programmed into the sign to replace the previous content.
Moreover, various messages can be presented on the one sign, and money can be saved on the printing of fliers and other handouts. Additionally, some retailers sell advertising space to product manufacturers in order to recoup the cost. Owners of multiple stores can also program content for several stores at one time, saving money on creating multiple signs.
There have been ongoing studies that show that customers better recall the movement, scrolling, or changing graphics of digital signs, particularly if they are placed in high-traffic locations. Because developing this kind of content can be costly, you may want to perform a cost analysis to determine whether digital signage suits the needs of your retail business.