What Is The Importance Of Signage?

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What is the importance of signage? Signage is a crucial component of any company. If done correctly, good signage may enhance brand awareness, give your customers and potential consumers subtle but crucial communication cues, and ultimately help you close a transaction.

Providing your clients with clear, concise, and branded signage is essential to running a successful business. 


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What Is The Importance Of Signage?

Here are our top 5 reasons why building business signs is crucial for your business.

Provides Clear Communication

Customers may experience cognitive overload when they get too much information, such as when signs have too much text or pictures. When this occurs, the “overload” of information your customers receive overwhelms their memory.

The truth is each person has a different memory. Some can remember so much, while others can recall many things. But on average, seeing too much information at once might negatively affect their decision-making ability. 

It is the last thing you want as a business owner. It can result in them having an unfavorable opinion of your brand. Clear communication through signage is a beautiful approach to breaking down the cognitive overload barrier and raising the likelihood that the end user will make a purchase.

Banners, lobby signs, and neon signs are some of the businesses’ most popular forms of visual communication.

Conveys Brand Character + Identity

If your company utilizes too stylish font like papyrus and you run a doctor’s office, your office will appear less like a doctor’s office and more like a card shop from the outside. 

Making the right branding decisions is crucial, but maintaining consistency throughout your environment is even more critical.

According to a 2012 poll, 52% of shoppers indicated they would be unwilling to shop if the signs were poorly made. In addition, 76% of consumers claimed the power of the signage would influence their decision to enter a store they have never been to before (cognitive overload can come into play here). 

So what message does this send to companies? The branding experience is expanded by your business signs, giving you more chances to convert a transaction and establish yourself as a market leader.

How can you be sure that the signage represents the personality and uniqueness of your company? Collaborating with an expert designer is crucial as sticking to your band’s rules. Think about the colors used for companies like Coke, Apple, and Home Depot to name a few. 

Pay specific attention to your logo design (generic is a brand-killer), font size (bigger is usually better), colors utilized, and the contrast between colors used on your signage.

Increases Brand Awareness

Your signage needs to make a fantastic first impression on everyone who sees it because similar to brand character and identity, you want it to swiftly and efficiently explain to potential buyers what your brand is all about.

Additionally, having signage on the brand will maximize the number of times a person sees your logo. It keeps your brand at the top of its mind, whether for safety reasons or branding.

It will enable you to encourage sales without being intrusive with your clients. Remember that even the most minor changes can significantly impact signage.

Reach the Right Audience

Your signage’s style, feel, and message must appeal to the clients you’re trying to attract if you want it to be effective. While companies try to cut through the noise, once a customer enters your establishment, the only “noise” that needs to cut through is your own. You have the ideal client at the perfect time, but is your messaging sound? 

Clear signage can make all the difference. While many marketing strategies impose on the consumer—think of the on-air commercial that interrupts your favorite TV program—signage benefits the consumer.

When done correctly, it gives the customer what they require and enables them to direct their experience with your assistance. 

It is why signs have the power to convert potential customers into actual customers. It’s not intrusive, and you almost always reach the right audience, which can’t be stated for other marketing strategies.

Cost-Effective Strategy

Compared to pay-per-impression (PPI) advertising, signage may be incredibly cost-effective. 

Contrarily, investing in signage is a smart and profitable use of your hard-earned business funds since it is upfront. Plus, it is a one-time expense with a nearly limitless lifespan. 

Combining all the factors above will give you a guaranteed plan to improve customer experiences and reduce acquisition costs.

How Effective Is Signage Advertising?

Signage advertising can be highly effective, especially when catching the attention of potential customers already in your business’s vicinity. In addition, because signage is typically located near eye level, it is one of the first things people will notice when walking or driving by. 

Therefore, if your signage is eye-catching and includes a clear call to action, it can be a great way to boost foot traffic and sales.

Of course, as with any advertising, certain vital elements need to be in place for signage advertising to be successful. 

First and foremost, your signage must be easily visible from the street or sidewalk. People are unlikely to notice if it’s too small or placed in an obscure location. 

Additionally, your signage should be well-designed and professionally produced; if it looks amateurish, it will reflect poorly on your business. 

Finally, include a solid call to action that tells people what you want them to do, such as “Come in and save 10% off your purchase!”

When done right, signage advertising can be an extremely effective marketing tool for businesses of all sizes. Following the tips above, you can create signage that will help increase foot traffic and drive sales.

Need help designing and installing the right signage for your business? Contact us today.


Sam’s Signs

16719 E 14th St, San Leandro, CA 94578, United States