Signages are an essential part of business – consumers see them everyday and look to them for purposes like wanting information, navigating their way around or simply out of curiosity. However, do you know exactly why they are so important and how they could boost your business? Here are some numbers to illustrate…
- According to FedEx, about 67% of the consumers surveyed said they had purchased a product or service because a sign caught their eye. Also, nearly 76% of consumers (8 in 10) said they had entered a store or business they had never visited before based simply on its signs.
- 68% of customers also believe that signage reflects the quality of a business and their product.
- Based on research by the Economic Centre, University of Cincinnati, 38% of large companies with multiple locations identified branding/image as the most important purpose of effective signage, while small firms and single establishments perceived signs to be most important for making their business stand out and for helping customers find their location.
The Science of Signages
Therefore, signages are not just for show or a pretty accessory to your shopfront. They can ultimately determine whether customers decide to visit your business or not. What is it about signages that enables them to play such an important role? Let’s find out…
Firstly, according to a report by Digital Signage Today, relevance is one of the most crucial factors behind the success of signages. It allows various brands to advertise the right message, to the right consumer, at the right time. For example, point-of-sale signage that advertises apparel in the shop itself is likely to be more impactful and relevant to the customer than the same product advertised on other remote platforms like radio segments, where the customer may be somewhere else and have his or her attention on something else.
Secondly, signages are also a vital form of communication that represents a brand. With the bombardment of information and a bountiful of alternatives available, customers may simply use mental shortcuts and make assumptions of a business based on the most visible cues, such as the quality and attractiveness of their signs. Such assumptions would then be generalised to how they perceive the quality of a brand’s products or services.
An ideal signage is also one that accompanies customers throughout their shopping experience, enticing them to shop from your brand’s exterior to interior. Tools like window graphics, which can advertise things such as sales, new products, or top sellers can be successful at creating curiosity and encouraging customers to venture inside. With the right thought and effort, it can create a great impression of your business before a single door has been opened or greeting made. Within the store, it is important to direct customers in the direction that you want them to go, with signages that draw their attention to specific products or sales.
Rules of Good Signages
Now that you have fully grasped the importance of signage. It is also crucial for you to know the possible conditions under which it can be maximally effective in its execution.
Before you even embark on creating the signage of your dreams, there are actually 2 things to note.
Firstly, you should clearly define what your purpose/objective is. Questions during this process include: What am I trying to achieve? What do my consumers want? What do I want my consumers to react? For example, retail organisations trying to increase sales on a featured promotion will understand that in this case point-of-sale promotion will be more appropriate than out of home.
Secondly, know exactly who your consumer is. For signages to be maximally effective, you would want the maximum number of relevant customers to see it. Pinpointing the relevant consumer also entails that you know what they want. Where they spend time, their emotional profile, their fears, desires and ambitions. Therefore, even though volume is important, knowing the relevant consumer allows you to more effectively reach out to them and in turn boost your own brand awareness.
Once you have grasped your objective and audience, there are 3 other elements you should consider in executing your signage.
- Placement: Look at how your display location aligns with your consumer profile. For example, you might want to make accessibility a higher priority. If you are targeting the elderly rather than someplace where there is high traffic footfall but less accessible.
- Message: According to Microsoft’s 2015 Attention Spans report, the average human attention span is only 8 seconds. Therefore, you should make your message readable at a glance.
- Timing: You want to time the display of your signage right. Infrequent exposure may cause you to miss out on potential customers while repeating your messages too much may annoy them. It is thus important to strike a delicate balance for the timing of your messages.
Having a good and impactful signage is definitely not easy. However, we at Nanyang Advertising have the confidence to make it work for you.
With more than 10 years in developing prints and signages in Singapore. We have found the most cost-efficient yet effective ways to create our designs and products for our clients. Our portfolio also includes wall murals, hoarding stickers, PVC billboards and banners.
Being young and dynamic, our designs are fuelled with innovations and breathe life into businesses. We have designs from vibrancy to minimalistic themes. Our team has a thirst for knowledge and improvement and we do not stop until you are satisfied. Your happiness is our top priority.