While growing your presence online is an essential aspect of a modern marketing strategy, it should not come at the expense of overlooking offline branding.
Your business signage has the potential to reach a different market than you’re your online ads. It’s for this reason that can’t afford to ignore the value that physical signage can offer your business.
A well-crafted business sign is critical to making a good first impression on potential customers and to build brand awareness. Whether it’s a fascia sign over your business or an A-frame pavement sign you use to grab the attention of passers-by, good signage can either draw people in or push them away.
You don’t have to be a retail business to benefit from having well branded signage. It can be your most effective marketing tool working 24 hours a day to promote your business.
And what about indoor signage? Do people know where to go when they visit your office?
Although positioning is really important, it is also vital that you get the design process right and that you are aware of how positioning may affect your design. After all, a well positioned illegible or confusing sign is not going to help you or your customers. With that in mind there are a few things you should pay close attention to.
Things to Consider
Colour – as with all aspects of your branding, colour and contrast is key. The colour you choose for your signage should reflect and complement your brand colours and identity and should work in all situations and lighting. This article on the psychology of colour in marketing and branding is helpful when thinking about how to use colour. Colour itself can convey a powerful message and the key to any successful signage is to strategically implement colours that engage and excite.
Materials - Commonly used signage materials include acrylic, glass, aluminium, PVC or stainless steel. The material you choose for your signage will depend on several factors:
If you are looking to create a specifically vintage, modern, or classic look, the materials you choose can play a large part in setting that tone. We digitally print your sign with UV stable outdoor inks and then further protect it with a polymeric or cast laminate ensuring you get the longest life possible. We can advise you on how to select the best material to use for your signage.
Contrast – For your signage to be effective, it’s important to optimise the contrast between your text and graphics. The use of outlines and shadowing can make the text really stand out. Depending on where your sign will be positioned, the use of 3D lettering could help make your message really stand out.
Position - While retailers might want their signage placed high above their premises to attract traffic from the street, office buildings don't always need to take the same approach. If your building is tucked away in an office park or discreet area of town, you may be better served placing smaller signage at eye level. This way, clients are presented with your branding or message prior to walking in the building. Alternatively, you might want to consider modular outdoor signs that can be wall mounted or free standing. They allow for information to be easily updated and panels can be altered or removed. The individual panels are fabricated units and particularly suitable for open public areas with pedestrian access. Free Standing Signs and Totems are another alternative to over the door fascia signage.
Size - The size of your signage will vary depending on the type of message that you want to convey. For a powerful and bold statement, the bigger the better! For a more sophisticated or refined touch, a smaller sign may work well. When determining the dimensions of the sign, consider how far away you want the sign to be visible from. You should also find out about any restrictions on public signage that might be in place in your area.
We can help you choose the most suitable signage for your business and within your budget AND we can design, print, produce, and install your sign for you!
Contact us today to find out more.