How Strategic Signage In London Can Boost Your Sales

Every sign you create is an opportunity for you to communicate with your customers. Consistent messaging helps to communicate your brand’s story to boost recognition, trust and ultimately, sales.

Signs no retailer can ignore

Your signs should direct, inform and be located for maximum impact. Outdoor signage should create interest and drive customers towards your store, while wayfinding signs make the customer experience a smooth and pleasant one by providing seamless passage around your store – these can include maps and decals that drive customer traffic to specific areas.

Persuasive signage should be located at the point of sale and should feature a very specific call to action that drives your customers’ purchasing decisions. Finally, inclusive signs extend a great customer experience to everyone who comes through the door.

The benefits of effective signage

From getting your customer through the door to guiding them smoothly around your layout, good signs are appealing and well located, with a clear message. That means a well put together sign can take the pressure off your retail team by answering customer queries at a glance.

Signs can be used to create a clear directional path through your store and can even point customers towards displays of items your keen to promote. This leaves your staff free to create a superb customer care experience that helps to differentiate your brand from the competition.

Optimise size for success

The size of your signs can be critical to attracting customers. Differently sized signs achieve different purposes and need to adapt to different viewing angles. Try the 10 to 100 rule – 10 inches of letter height for every 100 feet of visibility.

Be careful, however, not to compromise readability. Scale graphics and frames to maintain balance and legibility.
Create a call to action

Signs that are designed to drive sales for a specific product have a tough job. Unlike signs that alert customers to discounts and clearances, you’ll need to create a very clear idea of the product’s benefits.

Don’t confuse benefits with features, however. Your soft drinks may be low in calories, but thirsty customers would rather know that they’re refreshing and thirst-quenching. Let customers know that your product solves their problem or makes life easier in some way. Show them how and why they need to purchase your product right now to enjoy its many benefits.

The 15 word rule

Want to create maximum impact? Then keep your message simple and observe the 15 word rule. Even with a more complicated promotion, a 15 word teaser will create a call to action that drives your customers towards the product you’re selling.

Match messaging with graphics for a sign that is simple yet unique and eye-catching. Humour and colour are two effective ways to make your signs stand out from the visual noise that bombards your customers every day.

Ask the experts

At The Sussex Sign Company, we can help you create eye-catching signs that drive customers into your store and boost your sales. Well-crafted signage is your secret weapon when it comes to succeeding in retail, so contact us today for more details.

10 Tips For Effective Wayfinding Signage Design And Display

Do you know how to find your way? Whether you need signs to direct customers around your store, or wayfinding signs for an exhibition or display in West Sussex, there are certain fundamental rules you’ll need to follow to create the most effective signs.

Creating effective wayfinding signage is an art, and there are a wide array of signs at your disposal. From directional to information signs, each piece of the wayfinding jigsaw needs to fit into a cohesive whole. Here are 10 design and display tips to help you and your customer’s make the most of your wayfinding signs.

1. Never make assumptions

Always treat your customers as if this is their very first visit.

2. Know your space

Always take the time to survey and walk through the space. Put yourself in your customer’s shoes and consider all the landmarks on your way, including places that are easy to navigate and those that present a potential problem.

3. Look for the decision points

Where are the places that a decision needs to be made about the direction of travel? Staircases, lifts, entrances, exits and crossroads are all obvious places to locate wayfinding signs to help visitors make informed decisions.

4. Add travel distance

Adding a distance or an estimated time of travel is useful when visitors may have deadlines to meet. It clues your customers into navigation between points A and B by creating concrete details around your landmarks and helps visitors to plan their visit.

5. Keep it concise

When you’re designing wayfinding signs, there’s no space for visual clutter. Keep the message and the way of conveying it clean, clear and precise. Use as few words as possible or, even better, use a symbol or pictogram. Your signs are there to inform, not to impress with your use of vocabulary, so don’t use fancy terms for the sake of it.

6. Don’t reinvent the wheel

If other signage in your building uses a consistent set of symbols, fonts, language and colour scheme, then stick with them. If your reception area is known as reception, don’t suddenly redesignate it as the foyer or lobby.

7. Keep signage up to date

Make a habit of revisiting your wayfinding on a regular basis. If any routes have changed, then outdated signs will cause confusion and disorientation where you should be seeking to introduce order and clarity.

8. Take note of hazards

If you’re installing signs outdoors, what are the immediate risks to the longevity of your sign? Will it fade in strong sunlight or be exposed to high winds? Is it likely to get pranged by cars or be covered in mud, obscuring the message? Assessing the risks will help you find the ideal installation spot.

9. Use the right materials for the job

If you want your signs to stand up to the rigours of the job, choose long-lasting materials that are appropriate to the installation site.

10. Understand the options

Design, fonts, colours and materials – at the Sussex Sign Company, we can help you assess all your options to create wayfinding signage that is informative and useful for your customers. Want to know more? Contact us for details.

How Much Does Vehicle Wrapping Cost?

Want to know how much a vinyl wrap costs? There are a variety of factors that you need to take into account that will impact the price you pay. Invest in a full vinyl wrap and you’ll be in a position to leverage this low cost marketing channel for your business.

How is the cost calculated?

There are several factors that need to be taken into account when costing car graphics. These include:
– The total area to be wrapped – this differs depending on whether you prefer a full or partial wrap
– The complexity of the geometry of your vehicle
– The length of time you want your vehicle wrapping to last
– Your design
– The state of your vehicle

Your custom quote will be based on these factors and any others that are relevant.

Factors that impact vehicle wrapping

A good rule of thumb, as with anything, is the bigger it is, the more it costs to wrap. Another factor that can drive up the price of vehicle wrapping is the type of vehicle you want to be wrapped – if there’s no pre-existing computer model, then designing your car graphics will be a more time-intensive process.

A car wrap is not designed to repair body damage or rust, but it can disguise dents and scratches. However, this can also push up costs, as different processes may be required. The better the condition of your vehicle, the more affordable your car graphics will be.

Perhaps the biggest impact on cost is the design itself. The more complex the graphics, the more expensive your vehicle signwriting is likely to be. Remember, you can make a big impact by keeping it simple. Be very clear from the start whether an intricate vehicle wrap is really the right fit with your business.

Car wraps on a budget

Although a full car wrap is the most cost-effective form of marketing there is, with 1,000 impressions costing just 4p, there are ways to cut the costs of a wrap if you’re on a tight budget.

First of all, you can choose a partial wrap. This is a good option for small businesses with a strong local following, for example if you’re a plumber or handyman. Keep the wrap to the rear end of the vehicle and you’ll still benefit from the fact that over 90% of people say they take notice of messages on the rear end of lorries and vans.

Lamination costs extra, but will extend the lifespan of your vehicle signwriting. Alternatively, you can opt for door decals for your startup or a simple message that is more affordable – and often just as effective.

Finally, keep your vehicle wrapping well maintained and removal is a snap. It’s another way to drive down costs and maximise the return on investment.

Ask the professionals

At The Sussex Sign Company, we specialise in creating premium, cost-effective vehicle wraps for cars and vans in London and across the South East. If you want to know how much it would cost to wrap your vehicle, give us a call or drop us an email and we’ll be happy to help.

Compassionate And Dynamic Leadership Leads To Linda’s Business Award Recognition

Organic growth and the desire to work with people’s strengths are behind Linda Edwards’ success as a local business woman.

The Operations Director of The Sussex Sign Company received the Highly Commended Award this week at the Johnston Press East Sussex Women in Business Awards – an accolade that is well deserved according to her Managing Director, Norman Mayhew.

‘Linda is resourceful, tenacious and confident and her strength and resolve have helped bring our business phenomenal success,’ he said, adding that having a considered and realistic approach has been ideal for the company’s growth.

‘There is no doubt she is a genuine asset to the development of The Sussex Sign Company, she offers a voice of reason and a natural balance to my more risk-taking personality. We would not be the same without her.’

Linda first experienced working within the sign industry when she was at school on a work placement and continued throughout her higher education.

Linda started at the Portslade-based organisation 16 years ago, as the company’s first ever official Graphic Designer.

She was soon promoted through the ranks and became an integral part of the company and subsequently the senior management team.

‘My strengths were recognised and it was fabulous to work in a business where I could put all my abilities to use, above and beyond my job description.’

Within five years she was managing her own branch in Newhaven and consequently took on greater responsibilities for the growth and expansion of the company as it amalgamated through acquisition.

‘At the start of my employment we were a team of six, in 2018 we are proud to employ at team of twenty four, having successfully exceeded Norman’s original ambition to have a £1m turnover business.’

With the organisation having achieved in excess of £1.4m, as a Shareholder, Linda has further ambitions to continue to develop a profitable, sustainable business.

Linda continually strives for the achievement of collective successes for all team members, regardless of their role and or responsibilities within the organisation.

‘For me, it is paramount to recognise and acknowledge where individual team members’ strengths lie and elevate them to the foreground.’

She added that there have been many obstacles and encounters along the way but Linda has always ensured that she has utilised these as an opportunity for professional growth and progression for both her and the organisation.

Even when the country suffered the deep recession following the financial crash, Linda was determined that the organisation would withstand the crisis which saw revenues drop dramatically, with the business reaching a critical point for survival.

‘It was an incredibly challenging time, nevertheless the experience provided the opportunity for me to develop and demonstrate a much wider skill and knowledge base – incorporating skills such as; leadership, crisis management and problem solving. I was confident that collectively, Norman and I would lead the organisation to ensure its continued existence – which included personally investing to become an additional Shareholder.’

Linda’s award reflects the philosophy of The Sussex Sign Company – with Norman commenting that there is no doubt that she is a deserving recipient – ‘She has been critical to all our success and her approach has been dynamic, genuine and compassionate.’

The awards were announced at the Cavendish Hotel and presented by guest host Vicky Edwards who stage work includes seasons at Chichester Festival Theatre, a stint in the West End and several national tours.

5 Tips For Caring For Your Vehicle Livery

Choosing a car wrap is a smart move for the business that wants to make a great first impression, and then create a lasting one. Properly installed, car graphics can last for at least 8 years, creating millions of impressions whether you’re on the move or parked up outside your business premises.

But once your wrap has been professionally installed, do you know how to care for it? If you don’t keep your vehicle livery clean and well maintained, you’ll quickly lose the cool aesthetic and promotional reach that you invested in, because no one will be able to define your message.

Keep your vehicle livery clean

Most vinyl wraps will be able to stand up to an automated car wash, or even a pressure washer if handled correctly, but the best way to care for your vinyl wrap is good old-fashioned hand washing. That way, you’ll control the detergent you use, which should be mild and free from abrasives, the water temperature and the pressure applied. Use a squeegee after the final rinse to remove excess water and dry with a microfibre cloth.

Deal with difficult contaminants

Bird droppings and bug splats can ruin the look of your car wrap and even obscure the message you’re trying to convey. Soften these types of stains with very hot soapy water or a proprietary cleaner. Leave to work for a few minutes and then gently rinse away. Never scrub roughly or use any abrasives that can scratch and tear the vinyl.

Keep vinyl in great shape

Apart from regular cleaning, you need to keep your car wrap in great shape. Never use abrasive polishes or cutting compounds that can damage the vinyl and don’t use polishes or waxes, as these will dull the finish of your car wrap. If there is any kind of wax residue on the surface of the wrap, then remove with a proprietary all-purpose cleaner. You can also use mineral spirits or household bleach and water depending on the finish of your wrap to keep it looking its best.

Store out of direct sunlight

Your vehicle livery reacts very much like car paint to repeated exposure to direct sunlight and pollutants in the atmosphere. It will eventually start to degrade and can then begin to peel, so try to keep your wrapped vehicle in a garage, under a carport or in a shaded area during the day. This can also help to protect your car graphics from acid rain. If you don’t have a garage, consider investing in a cloth cover for your van or car – this will help prevent discolouration of your car graphics.

Use the best materials

To keep your vehicle wrap looking its best, use the best materials for the job. If you want to create a long lasting, premium quality wrap, then consider cast vinyl, which can last at least 8 years when applied correctly. At The Sussex Sign company, we’ll be happy to advise you on the best materials for your car livery in East Sussex, to maximise ROI and to help your car graphics generate impressions wherever you are. Contact us today by calling or emailing us.

Light Up Your Business Signage With The Benefits Of LEDs

Did you know that the per-lumen price of LED bulbs has fallen by a factor of fifty since they first came into use in the 1960s? In fact, LEDs are now so cheap that there’s really no excuse not to use them for your illuminated signs. Still need convincing? Here are the biggest benefits of lighting up your business with LEDs.

Exceptional Efficiency

A highly efficient technology, LED bulbs convert around 80% of the electricity they use into light. And because that light is generated in one specific direction, wastage is reduced, driving down your energy bills.

Extended Lifespan

LEDs don’t burn out – they simply fade away. And their lifespan is astonishing – an LED with a life expectation of 100,000 hours could stay continually lit for 11 years. Use that bulb for just eight hours a day and it could last as long as 20 years without replacement.

Eye-Catching Signage

LED light is instantly on at 100% and produces a clear, brilliant light in a huge range of colour options. Visible in sunlight, and pin sharp at night, LED light creates the clearest illumination possible for your logo or outdoor signs.

There are none of the brightness issues associated with neon and far lower running costs. Thanks to their efficiency and durability, you can create beautiful effects that last far longer than other conventional lighting methods.

The Sustainable Choice

Whether your business has sustainability targets or not, lowering your environmental impact as a business is something your customers respond to. A typical 10W LED bulb uses around 80% less energy than a neon sign and can be fully recycled because there are no toxic materials involved in its design.

If you want to reduce the carbon footprint of your business by up to a third and support technology that preserves resources, LED illuminated signage is a savvy choice.

Easy to Maintain

Simple and durable, LEDs can be used just about anywhere. There are no glass tubes to break, and they’re simple to keep clean because they emit very little infrared or UV heat and therefore aren’t a burn hazard.

They’re a breeze to maintain, giving you long-lasting light with a fraction of the costs of other lighting systems.

Flexible Options

Smaller, thinner, brighter and completely controllable, LEDs are the ideal choice when you need to create signs that takes your marketing to another level. For example, LEDs will dim right down to 10% brightness smoothly and seamlessly.

The sheer range of options for colour and control make LEDs the obvious choice for professional-looking signage that effortlessly stands out from the crowd.

Ask the Professionals

If you want to harness the power, flexibility and benefits of LED lighting for your illuminated signs, then talk to us. At the Sussex Sign Company we offer end-to-end services to design, create, install and maintain your signage in London to the very highest standard, ensuring a maximum return on your investment. Call or email us for more info.

Estate Agent Signs And The Regulatory Landscape

Estate agent boards littering our streets are becoming a notorious eyesore. Before you order your estate agent signs in East Sussex or across the country, it pays to know the regulatory landscape, so you don’t fall foul of increasingly steep fines.

The code of practice, as laid down by the property ombudsman, is clear – you must not erect any form of for sale board at a property unless you’ve been instructed to sell it, and you must conform with the Town and Country Planning (Control of Advertisements) Regulations 2007, which is very specific about the size of boards and the amount of time they may be displayed.

The problem with signs

Legislation restricting intrusive and multiplying signs is nothing new. In fact, London first introduced a law restricting sign boards in the 1700s. Although things have moved on since the days of every tinker, tailor and candlestick maker advertising their wares with gigantic hanging signage, there’s no doubt that a plethora of estate agent signs can be a nuisance and some councils have considered banning their use entirely.

Know the law

The legislation governing estate agent boards can be quite confusing, especially as it pertains to the permissible size of any temporary advertising. That’s why boards are created in standard sizes using low cost corrugated board, which in theory means that they are cheap to repurpose or start afresh. However, in areas where there is a high turnover of rented accommodation, signage can be left in place for months, creating a real eyesore.

The law states that estate agent signs must be removed within 14 days of a property being sold or let, otherwise a penalty charge notice of £1000 will be issued. Councils have traditionally been lax at enforcing PCNs, but recent changes to the amount they may keep from their enforcement means you could fall foul of the local planning office to the tune of several thousand pounds if you don’t remove your signs within the permitted time.

The problem with spam boards

Spamming has recently become a problem, with one London agent using local community events to erect advertising boards that flouted the regulations. These so-called ‘spam boards’ featured the agent’s name in large letters and looked just like a standard estate agent board. Many were even erected illegally outside properties without the owner’s consent.

In Bath and Brighton, total bans on estate agent boards have been implemented. A ban has also been trialled in other areas.

Why you need lawful estate agent signs

It’s not all bad news. Lawful signs that comply with regulations and are take down within the 14 day limit are still one of the most effective ways of advertising property for sale or rent. They attract the interest of buyers and remain the most obvious and appealing way to advertise.

At The Sussex Sign Company, we can help you create eye-catching boards that will attract passers-by and motorists to come and view your properties. Using the most advanced and cost-effective materials, we can help you create the impact you need to get that quick sale. Contact us via phone or email for more information and advice.

Five Best Practices When Creating Retail Signage

Your in-store signage is the first point of contact between your retail business and your customers, and critical to creating a valuable customer experience. In fact, 88% of independent store owners surveyed by A.R.E. | POPAI intend to increase their budget for signs and graphics over their previous year’s spend.

Retail signs are a highly effective way of converting customers and influencing and driving sales. However, it’s important that you fall in line with existing best practice for the best effect, because if you’re not displaying your message effectively or in the best possible way, then your investment will be wasted.

Invest in quality

Start by investing in the best quality materials you can afford. This projects a serious and professional image of your business and inspires confidence. When your wayfinding signs are high quality and your halo lit fascia sign is eye-catching and high impact, you’ll differentiate yourself from the competition in the most effective way possible.

Narrowcast your message

Visitors to your store may be time poor and not in the mindset to be receptive to a large message. By narrowcasting – literally narrowing your message down to the essentials – you’ll keep the content of your retail signs crisp and current. Keep your signage location specific or product relevant for the best effect.

Be consistent in your signboard usage

If you only use your signs to showcase promotional offers or point the way to the toilets, then you’re guilty of not using your retail signs as effectively as you could. When creating wayfinding signs, walk the store to create the most consistent path through each zone and then think about the ways you can incorporate retail signboards to drive sales and engage with your customers by using signs to convert interest in a product to a sale.

Think about signage placement

Window signs will need to be anti-glare, exterior signs need to be legible from a distance and promotional offer signs need to be placed in your customers’ eyeline. The placement you use for your signs is critical to their effectiveness, so think carefully about positioning, lighting and colour schemes for your retail signs.

Keep it simple

Try writing your signs as headlines with a clear hierarchy – headline text, message body, call to action. The fewer words you can use to put across your message, the more effective it will be, so use the 5 second rule to refine your signs. If it takes longer than 5 seconds to convey your message, then you need to go back to the drawing board. An effective sign has one simple goal – to encourage the customer to act in a way that benefits your business.

Ask the experts

Looking for effective signage in London? At The Sussex Sign Company, we’re experts in getting the best possible return for your investment. We can create a suite of signs and signboards that will promote your business and convert passersby into customers, so contact us via phone or email today for more details.

Why Outdoor Signage Is As Important As Facebook

Facebook, Twitter and Instagram. You know you need to have a social media presence, but for a high street business, high quality signage is still a savvy marketing strategy. Nothing builds brand awareness like outdoor signs that are well-designed, well-executed and displayed correctly.

Visual communication

While your Facebook page can build your digital profile, nothing brands you in your community like a sign above your premises. That’s what your potential customers walk or drive past on a daily basis, and it creates brand awareness and provides vital visual communication. It’s that communication that can be critical for the success of your business.

Signs let potential customers know where you are and that you exist – 76% of respondents to a recent FedEx study said they visited a store they never knew existed because of its sign, and 75% were happy to recommend a business based on its sign. Those numbers are too persuasive to ignore.

Your sign is not dependent on SEO to make an impact, and it can stand out in all weathers, creating thousands of impressions that Facebook just can’t match.

Is bigger signage better?

Size matters when you’re designing a sign – the sign itself, the objects that contextualise it and the size of the font. An oversized sign can detract from the message, whereas a small, well placed sign can create a bigger and better impact than a larger one.

Some types of sign are already restricted in our cityscapes, including estate agents signboards. In fact, the overall size of the sign is not as important as the message that your sign conveys, thanks to the complicated and complex way we sequence and process a sign when driving or walking past.

What makes offline branding the right fit for your business is the unique value proposition that this kind of differentiation delivers for your business. Be bold but restrained and you’ll make maximum impact.

First impressions count

Your signage delivers the fundamentals of your branding in the blink of an eye. Therefore, creating that killer first impression through your signs means approaching them in the manner of an elevator pitch. If your pitch works, your customer will step inside, but that can only happen if your signs are consistent, clear and concise, with enough interest to draw your customers in.

Be seen

With Google rumoured to be building an ad-blocker directly into the next version of Chrome, the chances of getting your online ads seen are diminishing. With 26% of your audience already using ad-blockers, is your message getting through?

Using signs, you can communicate directly with your potential customers, thanks to their visibility and clear call to action. If static signs don’t work with your business, consider using vinyl car wraps to create thousands of impressions for just a few pence.

Ask the experts

When you’re looking to create high impact signage in West Sussex, it can be tough to get the messaging and design right. But when great signs can have as big an impact as your Facebook presence, why not ask the experts? At The Sussex Sign Company, we can help you maximise your ROI for signs with a greater reach than online marketing alone. Contact us today via phone or email and we’ll be happy to help.

Get The Most Out Of Directional Signage For Your East Sussex Event

Whether you’re organising a charity fun run or a festival, directional signs are a critical part of the audience experience. Here’s how to get the best out of directional signage.

Keep it simple

They say that less is more, and it’s the smart approach when creating wayfinding signs for your event. Keep the design clean and simple for the biggest impact.

Use colour for visible signage

If the message needs to be simple, you can add interest with colour and fonts. Black text on yellow is highly legible, but you can experiment with your corporate colours. Stick to san serif fonts to create modern and readable signs.

Put signs where your audience are

Don’t restrict signs to certain places. Scatter them visibly throughout the event, so that people always know where the closest toilet or refreshments tent can be found. Make sure you walk the course or the event space before the event to ensure that signs are exactly where they’re needed.

Point the way

Finally, make sure that your signs are unambiguous – arrows shouldn’t be confusing and may need to be supported with other explanatory signs. If you need help to get the most out of your event signage, contact The Sussex Sign Company via phone or email today.