Opening a retail store can be an exciting time. Don’t let the stress of planning get in the way of that! Here’s our complete guide to all the retail signs you might need.
One of the most exciting aspects of starting a retail business with a brick-and-mortar location is undoubtedly designing what it will look like once open. But do you know exactly what signage you will need, both for legal and practical reasons? Below is our rundown on what your new store might need.
External retail signs
Any signage that sits outside, or over the entrance to your retail space has to serve three purposes:
- To let the public know who you are
- To let your customers locate you
- To persuade a potential customer choose you over an alternative retailer in the area
Of course, there are other factors that will contribute to these things as well – such as your windows and other displays – but your sign is often the first thing people will see, and it has a fairly crucial job to do! Not only must it fit the above criteria, but it must also easy to read quickly (especially if it needs to be viewed by people in passing cars).
Storefront signage
The large main sign that sits front and centre of your business is known as a fascia sign -whether you are located on a busy high street or within a shopping mall– and is something that you have probably had in mind ever since you first started planning your business. These signs are one the oldest forms of marketing, going back even to ancient times when advertising was all but nonexistent.
It is for this same reason that they are the sign that you need to pay most attention to, as it is the very minimum needed to advertise your business.
When designing your fascia sign, there is probably a list of things you want to include, and while there is definitely the chance to do this, you could also consider supplementary signage so that you do need to include absolutely everything on the one sign. Most signs work best when kept relatively simple and to the point – they need to be understood with one quick glance. We’ve published a few posts about the different aspects of this process, such as the best font style to use or the psychological study of how colours affect us and which is the best to use for your signage.
The fascia sign is usually the first sign to be designed, and from which every other sign or branded item springs off from, so it is worth taking the time to research and plan it out, to make sure it functions as well as it possibly can. Medash Signs creates a large variety of these signs and can advise you on the best option for your particular business. choose from built up 3D letters that grab the eye, to wide format graphics made up of a wide range of materials (such as acrylic, wood, vinyl and various types of metal) to simple vinyl lettering, which when done well, can be just as effective as the fanciest, expensively produced sign.
When it comes to creating your main sign, you want to give it the best possible chance to be seen. It may seem like an unnecessary extra expense but instead think of it as a whole extra period of time that your brand will get exposure: when it is dark people will still be able to see your sign. When the weather is poor, people will still be able to see your sign. From far away, people will still…you get the picture. And with today’s lightning technology, such as energy-efficient LED lights there is no need for it to be expensive to run.
Window Signs
If your space has a window this can be a prime spot to add some personality, advertising or display extra information to anyone passing your store.
One thing to consider is whether the window will need to be made opaque for privacy reasons: for example, do you want to seclude a pay area that sits right next to the window?
If you are worried about losing precious light, ( particularly if the window is your main source of daylight), there are options such as contravision, frosted glass, or kiss-cut vinyl which will allow you to place graphics on your windows without having to compromise on a valuable light source. We’ve got a handy blog post that goes into all the window graphics options in more detail.
Temporary / moveable / supplementary signage
As well as signage on your actual storefront there are multiple options for expanding the reach of your business marketing with signs. These can take the form of permanent supplementary signs -such as projecting signs- or smaller signs around large properties. Then there are the options for temporary and movable signs, such as banners or A-frames, which can be used for time-specific promotions and information (extended opening hours during the festive season, for example) and can be placed at various locations near your store.
Another consideration is for external way-finding signage – which can be found both internally and externally. If your customers are likely to park a distance from your store, if you have multiple competitors nearby, or if your location is particularly hard to find, it is always worth considering directional signage to give your customers a helping hand, all while boosting your brand awareness.
Internal retail signs
The purpose of signage inside your retail space can be to:
- Inspire impulse or last-minute purchases
- To create a cohesive (and memorable) branded space
- To guide customers to products and where to pay
- To inform any vital information, such as legal or safety requirements, or simply to convey information to improve customer experience
Think of the wall space within your location as rent-free ad space. Customers seek experiences as much as purchases, so if you make your location a fun (or even funny) place, they are more likely to return, even if they can find your products in other places. Here are a few ways to utilise your location with signage that serves a purpose while also making your company look professional and inviting.
Safety signs
Within different sectors, there will be a variety of legal and safety regulation signs that are required by law. Unfortunately, there is little scope for creativity with these, but here at Medash Signs we can advise you on the best solutions for your particular industry and location requirements.
Internal way-finding signs
Think of the last time you were at a train station and had to find your way around. The signs that guide you are known as way-finding signs and they can be a much-forgotten opportunity to portray your branding, while also offering practical help. As well as projecting flag signs that literally point the way, consider hanging signs from the ceiling if you are low on floor space, or floor graphics if you want something a bit less ordinary. Way-finding is usually used to point out where the toilets, payment area and exit are, but it can also include popular products or sections of the store too.
Sign to brand an area
Signage doesn’t always have to directly drive sales, their purpose can also be to help boost your business. As we explained above, if it adds an inviting or fun feeling to your location, then it is worth investing in. An example of this is to compare a large chain stationery store in an industrial park to a small independent stationery store in an up-and-coming area.
Undoubtedly, the smaller business has had to do everything they can to make their store as inviting and compelling as possible, as they don’t yet have the trust that comes from established brands. Plus the cost of products may be higher, so they will need to have something to offer the customer in place of a discount: an experience and customer service. The sheer difference in atmosphere and experience of these two examples can help you to understand the importance – and power- of good branding and interior signage.
To make full use of your space, consider graphics that promote the ethos of your business; imagery that connects to your target audience; wording and quotes that align with your brand; humour used in place of stale stereotype text as a way to shake up the status quo of your industry – although this will only work for certain industries (jokes at an inheritance law office may not go down as well as at a burger restaurant)
One of the best spaces to place this sort of imagery is around the till (or POS) area, where people tend to stand still for the longest period, and thus are likely to be looking for something to distract them from waiting. If you have them, changing rooms are also prime brand-building areas too, especially if you include graphics that look good in photographs as these can and will be shared on social media and will act as free advertising for your store.
The best possible option, if you are not a trained designer, will be to opt for a full-service sign company that will do everything from designing to creating and installing your sign. Luckily Medash Signs is just that sort of a sign maker. From our factory in Ashford, Kent, we have been creating signs for decades now and know a thing or two about what works.
Hopefully, this has got you excited about all the possibilities there are to promote, decorate and signpost your retail business. Search our blog for yet more insider tips and content on how to make the most out of your retail signage options. If you’re ready to begin, contact us today to get started.