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.