Many people are of the mindset that signs are “just signs.” After all, what does a sign have to accomplish other than say who you are as a company? Let’s consider that for a minute: a sign tells WHO YOU ARE. Just as your daily wardrobe is a reflection of who you are personally, your business sign is a reflection of your brand. And that, as any marketer will tell you, is when a sign becomes more than “just a sign.”
Signs offer the opportunity for your company to tell part of the brand story, direct customers to a location and even prompt action. From location to materials, a lot can — and should — go into the making of your business signage. If done right, your signage will be a combination of design, marketing, physics and psychology.
Brand signage presents a first impression with a potential customer. It can speak volumes! The colors, composition, design, construction, location and condition of your signage will tell your customers and potential customers not only how you feel about attracting their business but also how you feel about your own business.
As a potential customer, how would you view a damaged sign? Would it indicate a lack of care? Or, consider poorly placed or non-existent directional signage. Isn’t it nice when a company takes the time to assist you in finding your way? Signage speaks to your INTENT as a business.
Business signage can be engineered pieces of art designed to attract an audience. Nothing says quality more than a sign designed for specific architecture, positioning and landscape. Designers know that placement of brand signage affects the design and structure of the sign. Whether you plan to design your sign around your logo or incorporate art into your sign, your customers will appreciate your attention to detail.
Here are some general guidelines on color as a marketing tool from Act On (act-on.com):
Depth, dimension, and shape play roles in your audience’s perception of your signage. Logos and copy that look great on paper don’t always translate well to 3D fabrication. Signs can be constructed of many different materials such as metals, plastic, and even fabric. Elements like lighting, shape, size and location will all affect the final cost of production and installation. It is always good to be aware of these and to connect your audience expectation and your intent accordingly.
That IS a question you need to answer. Consider the location of your sign and whether your audience would appreciate a lit, non-lit or indirectly lit sign. What might work best for your brand and the location of the sign? Consider maintenance as well. Signs in hard to reach areas might be best served with long-lasting and efficient LED lights or indirectly lit with easy-to-reach fixtures.
There are so many facets to sign design, construction and installation. It is wise to consider these when initially creating your brand. We recommend working with our sign professionals to be sure your sign represents your brand well to your desired audience.
*images from Lemberg's client files. Please feel free to frequent these great establishments!
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