How can your business stand out in a competitive market? Here’s how you can use signage to your advantage.
We are often told that first impressions are everything – so have you ever wondered how to create high-impact business signage that gives your business character and life? How do you use signs to tell your company’s story while also being aesthetically pleasing?
There are myriad clever and unique ways your signage can be approached to create the all-important ‘wow factor’ and to make your business stand out.
1. Use clear typography and pick a great logo
Signage typography is a great place to start. Try to stick to your brand guidelines and use your brand’s chosen font or one that is similar. This will lead to instant brand recognition and feelings of familiarity within those who know your brand.
It may be tempting to try and create a premium feel with a cursive or otherwise handwritten font, but these can often be difficult to read. For this reason, it’s best to keep your typography simple and legible.
Adequate spacing between letters ensures the signage is clear and concise and is easy to read from a distance.
Consider the different angles from which people will view your signage: from the pavement, their cars, from below, up high or close up. It is often during a fleeting moment in which people’s eyes are drawn to your sign – does it communicate quickly and effectively?
Your composition should be simple and large – crowded typography or too much clutter can be detrimental to your brand and can result in confusion.
Brand logos reflect your identity and create intrigue so choose wisely. Don’t be afraid to swim against the tide to stand out from your competition.
However, it is generally advisable to avoid complex imagery and ensure that your logo conveys your company’s message while creating an emotional connection to the brand. Once again, keep it simple and eye-catching.
2. Use strong colours
Signage colour is one of the fundamental aspects of creating impact.
You can be bold with colour and use contrast for a powerful visual impact. For example, Shell’s roadside red and orange branding, or the familiar black and yellow of Selfridges on busy high streets, are among those which have created strong brand recognition.
What do different colours represent in society? Purple can be associated with royalty; it is a rich and luxurious colour – one of grandeur. Wimbledon, Cadbury and Asprey of London, who supply the royal family with crowns, all use purple in their branding.
Red is associated with some of the world’s leading brands. Think of Virgin’s signage on its aircrafts or Manchester United’s world-renowned red football shirts.
How about green which reflects calm and growth?
Or keep it simple with black and white used by the likes of Adidas and Apple.
While there is no right or wrong with colour for your signs, it is recommended to stick to fewer than three main colours (and to ensure they are not too similar to one another, which can make them difficult to identify).
3. Differentiate yourself and stay up to date with trends
When competition is fierce, your signage is vital in differentiating yourself from your competitors.
Think about the physical aspect of your signage. Starbucks, for example, use projected signage to catch the eyes of potential or existing customers on busy shopping streets. Its signs are circular rather than rectangular which can create a softer and calmer feel than the harsh edges of a more traditionally shapes sign.
Perhaps you could use a vertical sign as opposed to a horizontal one, or even employ a custom shaped sign uniquely tailored to your business.
The finish on your sign is a further aspect to consider – bright acrylics can be utilised to create a vibrant and fun feel while metallic or wooden elements can also add sophistication.
It’s also good to ensure you stay up to date with current trends so you’re not seen as outdated by your customers. Design trends come and go, and you won’t want to seem as though you are caught in a timewarp.
4. Add illumination
In the winter when the days are short – and long summer evenings are a thing of the past – how can you create a sign to stand out in the dark? This is when we turn to illuminated signs.
There are a huge variety of lighted signs which often invoke different feelings within us.
For example, halo-lit and backlit signs are favoured by many businesses for their upmarket look. They can be used outside but can create an effective eye-catching and sophisticated feel on internal walls.
Front-lit signs are bold and attention-grabbing, and are the most popular signs used by businesses for that reason. They stand out in the dark and are easy to read from all angles.
You will probably be most familiar with neon signs, which have been around for years and can create a warm glow to add a vintage feel to your brand. However, most illuminated signs these days incorporate light emitting diodes (LEDs) rather than neon gas as this newer technology is cheaper, easier to work with, and safer.
5. Invest in more signage types
We often think of signs being mostly placed at the exterior of your business. However, you can use your inside space cleverly.
You can use interior graphics to reinforce your brand once someone has entered your business space, use signage as a way to continue telling your brand’s story. There may be blank wall space, or space behind your reception desk. Could you add a lighted sign or a sign of a different shape or colour?
Window signage can be a powerful and highly impactful way to advertise your brand. You can advertise special deals and sales and it is often one of the more cost-effective ways to pique people’s interest.
Don’t forget that if you have assets such as vans, cars or lorries, you can add signage to those to ensure you are making the most of your assets. After all, this can mean that your branding isn’t confined to your premises, but can be seen all over town.
Street signs such as A-boards are used often by cafes and retail businesses, and allow you to add more detail and messaging than would be feasible on your primary sign.
Please contact us today to find out how we can help you with your shop sign project – either by calling us on 01223 625383 or by submitting a message via our website.