If you own a retail business, you probably have a store. In that case, the signage of your establishment is one of the first and last things your customers will see whenever they enter the premises. Signage can direct the flow of customer traffic within your brick-and-mortar store. However, if you make mistakes with your signage, it will lead to confusion on the sales floor. When it’s about drawing customers effectively in the store and directing them through the same, retail signage has a crucial role to play. That’s why you must first master the art of retail signage.
- The love for big fonts: Customers have to be able to see and read your retail signage. Only then it will be effective. Studies conducted by researchers found that smaller signage posts receive almost a 75% decrease in response compared to their bigger counterparts. So, when it’s time for you to determine your ideal font size, make sure to put yourself in your customer’s shoes. Find out whether your sign will be visible from cars or when people walk past your store. It should also be visible to senior individuals with relatively poor eyesight.
- Based on functionality: Retail signage can be of various types, and all of them have different functions to perform. You need to contemplate the purpose of your retail signage because it’s pivotal to your ability to make a worthwhile investment. With outdoor signage, for instance, you create the first impression on your customers. Directional signage, on the other hand, is a specific indoor signage variant that will help customers navigate their path through your store. As can see, understanding the differences between signage types is the key.
- The right positions: Indeed, the position of your signage boards will also dictate the footfall and sales of your store. There are a few standards in the signage industry that determine where customers will search for your signage. Directional signage, for example, usually hangs from the ceiling. You have to put them somewhere above eye level. Promotional signage, however, should be at the eye level of an individual. That’s why you notice them hanging from the windows of various stores. You should also remember that the term “eye-level” is different for everyone. The “eye-level” of a grown-up man or woman isn’t going to be the same for a child or someone sitting in a wheelchair.
- Bold and concise: The best signage copy is the one written boldly and concisely. When it comes to retail signage, you can’t make the mistake of saying more than necessary. There’s no point in obscuring your store’s message under too many words. Use as little as possible to send your message. You must be equally aware of all the signs posted in your area. Nothing is more disconcerting for a customer than being bombarded by wordy and cluttered signage posts, especially when they’re trying to browse and make up their minds.
- Understanding color theory: Several unconscious factors come into play when a customer takes the first look at a sign. You should consider using high-contrast colors in your retail signage, such as black and white, dark colors with light shades, etc. According to experts, your choice of color can bolster customer responsiveness by almost 23%. You should also incorporate color theory – the emotions and associations experienced by folks when presented with a specific segment of the color wheel. You have to understand the subconscious associations created by each color to make sure they’re in line with the image you want to display.
The way you implement retail signage will make or break the in-store experience of your business. Whether it’s a chalk-and-blackboard sign outside or directional signage pointing to the exit, every sign has to be concise.