Rules for Effective Retail Signage
Signage is an important part of retail marketing. Attractive, appropriately placed and informative signs create a positive customer experience and distinguish the store from its competitors. Since many shoppers are armed with a list or only browse casually, signage is crucial to create impulse buys and draw customer attention to products that earn the store the highest revenue.
Other People Are Reading
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Brand Your Store
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Signage should enhance the feel of your store and display logos and designs in a way that is consistent with your branding. Your store's image is as important as product selection and customer service; use sign colors and patterns that match your decor and styling. When launching a new product line, the signage should draw attention in a way that integrates the product with the store's overall atmosphere.
Enhance the Customer Experience
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Signage should make shopping easy. Directional signs and clearly marked aisles that lead customers to products are important, particularly in large stores where browsing in all areas is not an option. Product information signs, which outline the benefits of buying a certain item, should be mounted near the product in a way that is eye-catching for the consumer, easy to read and not obstructive to walk-through traffic.
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Make Your Message Clear
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Price and product identification signs should convey essential information at a glance. "Whole Grain Bread -- $1.99" draws in customers with both the benefits of the product and its cheap price. An alternative sign, "Sale -- Bread -- 40% off" fails to convey the quality of the item and makes the customer do the math before deciding whether the item is worth buying. Symbols are also important; a red heart on a sign can indicate a food product is good for cardiovascular health.
Regulatory Compliance
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Zoning regulations will determine how outdoor signage is displayed. A sandwich board sign might be restricted to an area that is no more than a few feet from the store's entrance, and permanent signage might also be subject to regulations around its size and appearance. Businesses also must comply with federal regulations, including the Americans with Disabilities Act, which requires clear signage for facilities designed for people with disabilities. A savvy store owner will also place signage in a way that encourages these individuals to shop there, in part by making sure aisles are free of obstructions and hazards.
Visibility and Durability
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Retail signage should maximize visibility and be equally effective at all times of day. Indoor signage should show up well under artificial lighting, and outdoor signs should stand out in all weather. If the business is not on a well-lit street and the store is open after dark, owners should install lamps to illuminate the sign. All signage should be durable, in particular if it is exposed to the elements; when comparing price quotes from sign-making companies, businesses should inquire about the expected life of the materials used.
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References
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