While primary signs identify your business, secondary signs provide more detailed information, helping guide customers to your location and create a pleasant customer experience.
In this blog post, we'll explore how secondary business signs can boost your business. From directing foot traffic inside your facility to creating opportunities to promote your business and brand, these signs are a valuable marketing tool.
Read on to learn more about secondary business signs!
How Many Secondary Business Signs Does Your Business Need?
By understanding your business's specific needs and customer preferences, you can determine the correct number of secondary signs your business should have and where they should be placed to maximize impact.
A business owner can determine the right number, type, and placement of secondary signs by asking themselves the following questions:
What is the size and layout of my facility, and where are the main entrances and exits located?- How many floors or levels does my facility have, and how can secondary business signs help guide customers to different areas?
- What are the key products, services, or amenities that my business offers, and how can secondary business signs help promote them?
- Who is my target audience, and what are their preferences and behaviors when navigating a new environment?
- Are there any specific safety or regulatory requirements that my business needs to comply with, and how can secondary signs help meet those requirements?
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What Is the Best Type of Secondary Business Sign For Your Business?
Below are the most common types of secondary business signs to consider!
Directional or Wayfinding Signs
Directional signs are commonly used to help visitors easily reach their intended destination, whether a bank, hospital, corporate campus, or shopping center. They can include arrows to point the way and should be consistent with your business’s overall aesthetic and brand. One way to accomplish this is to incorporate a wayfinding element into a free-standing sign that depicts your company name and branding.
Below are more tips to follow when creating your directional and wayfinding sign strategy:
- Make them easy to see and understand — Directional signs should be placed within eyesight of each other so customers can navigate to their destination quickly and easily without wondering if they’re going the right way.
- Keep it simple — Directional signage should be well-planned and minimal. Too many signs can overwhelm and confuse visitors, causing frustration and potentially even leading them to leave your business. By keeping your signage minimal, you can ensure a frictionless customer experience throughout your facility.
- Give priority to entryways and gateways — Ensure that your visitors move quickly through congestion-prone areas like entryways and gateways with clear, easy-to-read directional signage.
- Guide customers through their next steps — Once your customer has arrived at the desired destination, make sure they know they're in the right place and use directional signage to communicate their next step. For example, utilize signage to tell your guest to 'have a seat' or 'visit reception,' and so on.
Lobby or Waiting Area Signage and Digital Displays
Lobby or waiting area signage and digital displays can greatly enhance customer experience and reduce perceived wait times. By providing relevant information through TV, electronic message centers (EMCs), or digital displays, businesses can entertain, educate, and reinforce their brand to a captive lobby audience.
Consider what content would benefit your customers during their wait time to maximize this opportunity. For instance, a medical office may display medical research, interactive surveys, and relevant articles to educate and inform patients. Similarly, a college tour may benefit from adding digital display signs that highlight the history and notable achievements of the campus.
When selecting lobby or waiting area signage, choosing options that fit your business's branding and aesthetic is important. For example, a sleek and modern digital display may work well for a tech startup, while a traditional electronic message center may be more appropriate for a classic retail store. You can create a cohesive and memorable experience for your customers by choosing signage that complements your brand and style.
Did you know that according to the International Sign Association, 59% of small business owners saw an increase in sales after installing an on-premise digital sign?
ADA Compliant Signs for Restrooms, Elevators, and Other Required Spaces
As a business owner, ensuring your building is accessible to everyone is crucial. This includes offering step-free entrances, spacious passageways, alarm systems with flashing lights and noise, and accessible and easily visible signs.
The Americans with Disabilities Act (ADA) mandates that every permanent space in a building must have ADA-compliant signs, including wall-mounted signs, overhead signs, exit signs, and wayfinding signs. These types of secondary business signs must be installed at the appropriate height and location and constructed with raised lettering and braille characters.
It’s important to carefully consider the number and placement of ADA-compliant signs, as they cannot be placed arbitrarily. Failing to provide proper ADA-compliant signage in the appropriate locations and specifications may result in significant fines.
Read this blog post to learn everything you need to know about ADA-compliant signage!
What Are Architectural Secondary Business Signs?
Secondary signage does not have to be an eyesore but can blend in and even enhance your building’s space and overall aesthetic appeal. This is where architectural signage comes into play.
Architectural signs are designed and installed to be visually appealing and cohesive with the overall design aesthetic of the building. They can be made from aluminum, stainless steel, glass, stone, and other natural materials in which the building is constructed. Utilizing architectural signage gives businesses a chance to add character to a building that’s unique to their brand.
Lemberg has been creating and installing high-performing, long-lasting architectural signage for Milwaukee-area businesses since 1992. Our signs services team is here to provide the expert guidance needed to choose the best architectural sign for your business and brand.
The Best Secondary Signage For Your Business
Lemberg is proud to be an industry-leading, full-service commercial sign company, providing Milwaukee-area businesses with comprehensive assistance with customized design, creation, installation, and maintenance of signs.
We believe in strong, collaborative partnerships with our customers, and we'll take the time to listen to your thoughts and unique needs. Our team of experts will work with you every step of the way to make your vision a reality and provide you with the best customized secondary signage for your business.
If you’d like to learn more about our customized commercial sign design and installation services, please don’t hesitate to contact us today!
