Your store signage is one of the key ways that you talk to your customers. Unfortunately, if you don’t have any signage, or if your signs are confusing or boring, you may be communicating something to your customers that you don’t want to say.
Another challenge when it comes to attracting attention with your store signage is making it stand out. Yet, by following a few good practices, you will be on your way to creating compelling signage for your store.
Elements of Good Store Signage
Your sign’s content will vary, depending on your industry, company culture, and target customers. However, some key things should be the same in every store, no matter what industry. These include:
- Being front and center: Your store signage should be easily seen by your customers. That means placing them at the front and center in all your displays around the store. This is particularly important when it comes to window displays. You want people to understand what it is you are trying to sell them.
- A captivating message: Customers are bombarded with messages everywhere: online retailers, billboards, posters, TV screens, and more. To stand out in the crowd, you need to captivate their attention quickly. Think about how people are more likely to open an email if it has a catchy subject or a newspaper article with an intriguing headline. You want your signs to capture the attention of your customers, so they want to know more.
- Strategy: Don’t jump into creating your store signage until you have a plan. Think about why you are creating the sign and what response you want to see from your customers and other shoppers. Next, consider the location of your store signage. Where will you be displaying your message? The location of your signage can play an important role in the type of sign you display.
- Lighting: Be aware of how lighting can impact your store signage. You want your customers to be able to see the sign without being frustrated by glares. A little illumination can create a unique atmosphere that draws attention to your store signage. Lighting is also important to help your customers see your message at night or when it’s overcast.
- Moderation: While store signage is an important way to communicate with your customers, try not to overdo it. Many people get overwhelmed with advertising, which means they may start to ignore your store signage if there are too many messages being communicated at once. It is better to go with just one or two signs, rather than overwhelm shoppers.
Tips for Creating Captivating Signs
Understanding that your signs need to capture the attention of your customers is one thing. Putting it into practice can be another challenge. But it doesn’t have to be impossible. Here are some tips to follow when you are creating the messages for your store signage.
- Be concise. Your customers are busy and they don’t have a lot of spare time to invest in reading your signage. So, make it short, direct, and get to the point. This approach will help you create catchy and informative signage that can grab your customers’ attention quickly.
- Mind your font. Not all fonts are easy on the eyes. When you are creating your signs, don’t try to be too flashy by using a font that is difficult to read. This means avoiding extra curls or cute details on your letters. You will also want to limit the colours you use and be selective if you add some colourful letters. This can cause our eyes to slow down when we are reading.
- Give them a reason. Your store signage should clearly give your customers a reason to buy your product or service. What are the benefits for them? Be sure to highlight those in your signage.
- Write in the second person. When referring to your customers, use “you” or “your” to make the message more personal. It can also help your customers start to visualize themselves using your products or services.
- Edit, edit, edit. Cut down the message for your store signage as much as you can. You may want to get some others to help you with this task. Remember that your customers have busy lives and don’t want to stop for too long. Keeping your message as short and direct as possible will get you more attention and more sales.
- Trial run. Once you have your store signage finished, put it on display and ask a friend or family member to review it. Have them pass by your location quickly, either biking or driving by. Then, see if they can tell you what your sign is about. If not, go back to the drawing board and edit your message. This can also help you spot any other issues with your signage, like an obstacle that blocks someone seeing your sign from outside your store or a font colour that is too light.
- Be creative. While you don’t want to appear unprofessional, you can have a bit of fun with your store signage. Add some personality by using a pun or a joke. You won’t amuse everyone, but most of your customers will be delighted with your effort.
- Get professional help. If you are not sure what type of store signage would work best for your store, then talk to your professional printing company. They may have some ideas that you would not have thought of or can offer some advice on your design ideas.
Bringing it All Together
Captivating store signage lets people know what you do or sell, why, and how it can change their lives. However, it can be a challenge to know how to make your store signage stand out. If you feel overwhelmed at the thought of creating captivating store signage, follow the tips from this article and you’ll be creating great signs in no time.
For more information about captivating signage for your store, call Club Ink at 416-694-1996 or contact us here.