A Small-Business Guide to Creating Compelling Signage

While the internet possesses the potential to reach a larger market than displays and print advertisements do, you can’t afford to ignore physical signage. Producing compelling, attractive signage for both the inside and outside of your corporate office goes a long way in building trust with customers and clients. Drew Hendricks, a self-proclaimed tech, social media and environmental addict, and regular contributor to Inc., makes a case for paying attention to this important part of your marketing strategy.

Physical Signage in a Digital World

In terms of 21st-century marketing, physical signage seems to lack the punch it once had. However, this is not necessarily true. While marketing has certainly expanded to include digital channels, signage is still a necessary and valuable component of your overall marketing and branding efforts.

Think about it from the perspective of your clients. When they come to your office for meetings, what do they want to see? Ideally, they want visible reinforcement that they’re dealing with a strong, reputable brand. What would customers and client say about your office? Or would they say anything at all? It can seem like a subtle touch, but in highly competitive markets, the details serve as differentiators.

A case study conducted by the University of San Diego School of Business Administration reinforces these points. According to data collected from one local business owner, it was the building’s signage, not word of mouth marketing, improvements, or other advertisements, that attracted 10 new walk-in customers over a one week period. Out of those 10 customers, at least 6 sales resulted.

Handling the Design Process

The overall effectiveness of your signage will ultimately be tied to aesthetics. While things like implementation and placement matter, it’s pertinent that you start with the design process. Specifically, you should pay attention to color, materials, contrast and size.

Implementation of Physical Signage

The implementation of physical signs is just as important as the design process. If not properly placed or installed, the time spent creating intricate, attractive designs will be wasted. You need to consider the viewpoint from which it will be seen, possible lighting for emphasis, sign regulations (if being placed outside your business), and don’t be afraid to test the location of placement to find the optimum solution.

Don’t listen to those who say physical signage should take a backseat to digital advertising. Even in an age where internet marketing and television advertisements take front stage, physical signage still holds incredible value. Take the time to develop something that truly represents your brand and reaches your audience.

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