Standing Out From Competitors: Part II 5 Common Signage Mistakes to Avoid
Your signage is usually the first thing people see when they walk past, drive by or pull into your parking lot. If you’re looking to draw more customers, a great sign is a must. But a quick drive around your town will likely reveal businesses who’ve made a mistake or two along the way in their signage!
Getting your signage right is key to success. According to a FedEx Office survey, over 50% of respondents said that poor signage (e.g., inferior quality, misspelled words) deters them from entering a place of business.
So, what can you do to ensure your signs are working as hard as they can? Here are five mistakes to avoid:
1. Don’t Ignore Creative Design
Carefully consider your target audience before updating your sign or commissioning a new one. What is the nature of your business, and who are you trying to attract? The colors and style you choose for your signage should appeal to your prime prospects. For example, a sign for a daycare center might feature bright colors and cartoon-style graphics. On the other hand, signage for a bank would employ a more subdued design to instill trust. Make the most of your signage opportunity by working with a well-experienced graphic designer.
2. Don’t Go Overboard With Text
A sign that’s overloaded with information is likely to be unattractive. It won’t gain people’s attention and therefore the value you hope to gain by posting it can be lost. The solution? Put yourself in the mind of a prospect. Deliver only as much information they need to make an informed decision on whether to stop and visit. Another tip? Review your signs periodically for accuracy. Incorrect information is every bit as big a turn-off to consumers as too much text!
3. Don’t Settle for The Ho-Hum
You may not need the biggest and brightest sign in front of your business but one that somehow stands out to catch the eyes of passersby will be a must. Illuminated signs and three-dimensional (3D) signs are two tried-and-true attention getters. A simple flat sign that’s cut in distinctive shape is another. Work with your signage provider to review your many options. They can help you find a unique look for your sign that will keep it from getting lost in a sea of competing signs.
4. Don’t Overlook Location
When people search for a business, the first thing they usually look for is your signage. If it's not situated in a prime location (e.g., by a roadway in view of approaching motorists) or is obscured by foliage, buildings or other signage, they'll have trouble finding you. Make sure your signs are located for easy visibility from every angle. And, while on the topic of readability, consider illumination. It’s often a great investment. A lighted sign is not only more noticeable at night, but also at dawn, dusk and on overcast days!
5. Don’t Focus Solely On Price
Signs are a direct reflection of your business. Even without entering your facility, people will judge you based on signage quality and even the way they’re mounted. Resist the urge to take shortcuts. An investment in premium materials and quality construction is usually well worth it. You’re likely to be repaid with a sign that not only looks better and instills greater confidence but one that also lasts longer!
Signs By Tomorrow®: More Than A Custom Sign Company, We Are Your Advertising Solutions Resource.
You understand your audience and what message will resonate with them. Signs By Tomorrow can help you match your message to the state-of-the-art custom signs, digital printing, custom graphics, and display solutions that will best deliver it. We’ll then design and manufacture your new signage and graphics on time and on budget.
We invite you to explore our extensive range of indoor and outdoor sign solutions, custom vehicle wraps, custom trade show displays and booths, event signs, display technologies and many more sign options.
Do you already know what you need from your sign company? Contact a local Signs By Tomorrow sign expert to get started!