Signworks proudly provides signage solutions and services for a wide range of customers, from small businesses and educational institutions to apartment buildings and churches. We know more than most that effective signage is more than just decoration for your building. The right signage can make a powerful first impression, clearly communicate your message, and build brand awareness.
For businesses, the end result is often more sales opportunities and a healthier bottom line. Below, we explore the impact signage can have on a business and why it’s such a great tool for customer engagement.
For further information about our signage solutions for businesses, contact our team at Signworks today.
What the Research Says
A number of studies have demonstrated the effectiveness of great signage. Below are just a few statistics of interest.
- 76%, or almost eight in 10 American consumers enter a store they have never visited before based on its signs, according to a FedEx Office survey from 2012.
- 68%, or almost seven in 10 consumers have bought a product or service because a sign caught their attention, according to the same FedEx survey.
- 68% of consumers believe a store’s signage reflects the quality of the products or services found inside, also according to FedEx.
- 52% of consumers say they are less willing to enter a store if its signs have spelling mistakes or are poorly made, according to FedEx.
- Around 60% of businesses reported an increase of about 10% for sales, numbers of transactions and profits after making changes to their signage, according to a University of Cincinnati study from 2012.
- Interestingly, nearly a quarter of businesses also reported hiring more people following signage changes, according to the University of Cincinnati study.
- The most important characteristic for signage was legibility, while the most important purpose of signage was helping customers find their location, according to the University of Cincinnati.
The Benefits of Signage
The surveys above found that a majority of businesses and customers will benefit from and make decisions based on signage. From standard non-illuminated signs and banners to LED displays or way-finding signs, the signage commonly in use by businesses achieves the following aims.
1. It Provides Clear Communication
One of the most important goals of signage is to communicate clearly to customers. The purpose of this communication may be to inform customers of rules and reminders, reinforce the aims and objectives of the business, promote exclusive deals and sales, or warn customers of safety hazards or equipment.
This communication will vary depending on the nature of the business, as well as the specific purpose and location of the signage. For instance, a sign at the front of a store might simply communicate the business name, whereas signs elsewhere might list your operating hours or direct customers towards the bathrooms or parking.
In any case, signage should always be clear, legible and professional. If customers feel bombarded by information, they may experience a cognitive overload that impacts their ability to make decisions or feel positively about the business.
2. It Builds Brand Awareness
Signage can go a long way towards building brand awareness. You can make a lasting first impression through consistent and visually appealing signage with the right mix of graphics, fonts, colours, and messaging.
The aim is to grab people’s attention, stand out from competitors, and create recognition and trust through a cohesive visual identity. This identity may also carry across to other assets, like your website and social media.
The more your business shows up with the same strong creative, the more customers will remember, like and trust you.
3. Provides a Competitive Edge
Great signage offers several advantages. It attracts attention through visually interesting designs and placement, highlights the various ways a business is unique, and encourages impulse visits and sales.
Exterior signage is particularly valuable for businesses with brick-and-mortar storefronts. If done well, it can draw in foot traffic and make your business a visual landmark or meeting point within your area.
All of this helps you stand out in a crowded marketplace and keep customers away from spending with your competitors.
Level Up Your Business With Our Signage Solutions
At Signworks, we understand the power of visually powerful signage. Whether you run a small shop or a larger business, our team can help you with signage solutions that are tailored to your brand, made from high-quality materials, and installed by a skilled team for optimal visibility.
From the design process through to installation and maintenance, we will meet all of your signage needs with professionalism and attention to detail. To find out more, get in contact with our team today.
