When you think of signage, commercial signage is probably the first category that comes to mind. It’s no wonder, considering how many signs we likely see on a daily basis. Whether you’re on your way to work, school, the library, or even just taking a leisurely stroll around your block, you’ll come across commercial signage for at least one business or another.
Let’s take a moment to think about those businesses. Have you ever visited them? If not, why not? If yes, why? Was it to do with their signage? You may not have thought so, but it probably plays a part.
This article examines whether or not signs amplify businesses and the aspects of successful commercial signage. For personalized advice, contact our team at Signworks today.
What Commercial Signage Can Do For A Business
No matter the industry your business is in, engaging commercial signage can be what makes or breaks a sale for you. This is what great commercial signage can do:
1. Attracts New Customers And Reminds Old Ones
After all, your business needs customers for it to become profitable! Whether your business is brand new and needs to break onto the scene or if it’s been around for a while and is looking for new customers, signage is a great way to meet your goal.
With so much going on in our lives today, it can be easy to let a great business you used to frequent drop off your radar. That’s what commercial signage aims to prevent. Reminding your old customers that you’re still there for them and can fulfil their needs is critical in today’s world.
As for introducing new customers to your business, this can be as easy as grabbing their attention. And what better way than an engaging sign? Many of us go about our days with thoughts in the back of our minds that we need to remember to find a new hairdresser, drugstore, or dog groomer later. However, these thoughts can often fall by the wayside. Reminding potential customers of a need they have while also advertising that you can help them with this is the first step to making a new loyal customer.
2. Improves Branding And Increases Brand Awareness
The way that people perceive your business and its products or services is known as branding. Since we’re bombarded with information and advertisements daily, even when we’re sitting at home scrolling on our phones, it’s more important than ever to increase awareness about your particular brand. That way, people will remember you above your competitors when it comes to searching online for that hairdresser, drugstore, or dog groomer.
Ultimately, you want people to think of your business first when they think about the type of products or services you offer. Once you can get your brand to be the first that pops into their mind, you’ll be their convenient first choice. The end goal is to become an easily recognizable business, and signage helps to do just that.
3. Informs
It’s all well and good to announce your business name on an eye-catching sign and let people know who you are, but effective commercial signage needs to do more than just that. A potential customer knowing your name achieves the objective of them recognizing your name if they come across it again, but your name means nothing without also telling them what you do and how to find you.
Commercial signage should be as informative as possible without being overbearing. It should provide information that you want your potential customers to know and get that point across quickly. It also depends on what your business does— for example if you sell products online a short URL will be useful, whereas a phone number to call when advertising for an event may be more suitable.
4. Improves Customer Loyalty
A recognizable sign will stick in your customers’ minds for much longer than a non-descript one. When your business is one of those signs and your competitor is the other, would you rather be memorable or forgettable? Being easily identifiable reminds your customers that you’re there, and in turn, increases their loyalty to you.
When your signage is done well, it increases your professionalism which is something that speaks to customers. With professionalism and great products and/or services that fulfil their needs combined, you’ve got a great recipe for customer loyalty.
5. Advertises
Last but certainly not least, good commercial signage achieves its overarching goal which is to advertise. It’s one thing to have signage at your place of business, but that requires people to know who and where you are to begin with. One way to get potential customers to your business initially is by advertising where they are.
Again, this will vary depending on what your business is. Identify your target audience and where they may be most likely to see your signage. For example, if you run a coffee shop you may choose to advertise with signage in malls or at colleges, or perhaps by a playground frequented by parents with young children.
What You Need For Signage That Makes Sales
1. Professional Work
Unless you’re a professional graphic designer, signage for your business is best left to those with the experience and know-how to really make it pop. Manufacturing commercial signage is a big job that needs to be executed to perfection to leave the best impression.
2. Engaging Colors
You’ll need to give a lot of thought to the colors on your signage as they will be one of the first things people notice, if not the very first. Complementary colors (on opposite ends of the color wheel, such as blue and orange) can make a sign stand out much more than a monochrome one can.
3. Easy Readability
Choosing the right font is crucial, as you want it to be legible while also visually appealing. This also depends on the type of business you’re in and how you’re advertising. For example, if you’re selling car insurance and your signage is along a highway, an easy-to-read font that can be read quickly is key. Meanwhile, a florist may be more likely to choose a flowing font.
4. Relevance
Knowing when and where to advertise with your signage can make a big difference. Car insurance signage on a highway is more likely to be effective than advertising in a movie theater, for instance.
Looking For Effective Commercial Signage?
All in all, commercial signage certainly can amplify businesses and help them to increase their visibility in the community. If this is what you’re hoping to achieve, our team at Signworks is ready to help. After 30 years in the business, we’ve helped many commercial customers reach their goals, and we’d love for you to join them. To see how we can help you, get in touch with us today.