Retail signs are considered the oldest means of marketing communication. Evidence suggests that signs were one of the primary forms of communication used by merchants in ancient times in areas such as Babylon, Egypt, Athens, Pompeii, and Rome. Signs were used to identify stores, promote prices, and differentiate businesses from their competitors.
What are Retail Signs?
Business signs are any type of graphic displays that convey a message to a target audience. They are the most effective and cost-efficient advertising means for small businesses. Retail signs include outdoor signs, window displays, informational signs, digital signs, and more.
The Importance of Retail Signs for Businesses
Retail signs play a significant role in how customers remember and perceive your brand. Eye-catching signs can create a lasting impression and encourage shoppers to visit your store. They help communicate about the products and services you offer and give people an idea of what to expect from your business.
Benefits of Retail Signs for Businesses
Retail signs provide multiple benefits for your store. They are a cost-effective marketing tool, helping to grab the attention of potential customers and assisting you in standing out. They are part of your business identity and a fundamental way to influence your profits.
Types of Retail Signs
There are six main types of retail signs to consider for your store:
Digital Signs
Digital signs are setups that display video or multimedia content for advertising or informational purposes. They are powered by a device that sends content to the screen. Businesses can manage the content through an on-site or cloud-based content management system, allowing for quick and easy changes.
Outdoor Signs
Outdoor signs are the most important type of retail signs for physical stores as they attract customers to the store – the biggest hurdle to starting a relationship with potential customers. Outdoor signs are the first impression customers have of your business.
Informational Signs
Informational signs are also known as administrative, directional, or wayfinding signs. These signs help customers navigate your space easily. The easier it is for a customer to find what they’re looking for, the more likely they are to rely on that convenience in the future.
Persuasive Signs
Persuasive signs influence consumer behavior through compelling language or attractive imagery. These signs can announce a specific product or promotional offer. Persuasive signs or offers can affect customer flow and improve engagement with products that customers might generally overlook.
ADA-Compliant Signs
ADA compliance means making all customers feel comfortable. Accessibility should be provided through parking, entrances/exits, restrooms, checkout stations, fitting rooms, and elevators to offer a more comfortable and enjoyable experience for customers with disabilities. If your location uses a mobile platform with a bell or intercom, you’ll need to install an appropriate sign informing customers that they can request an employee to bring the platform to the door. If the accessible entrance in your store is not the same as the main entrance, a sign at the main entrance should indicate where the accessible entrance is located.
Carpets
You might be surprised that carpets can also be used as signs, but they are actually one of the most versatile types of signage. Carpets serve not only safety and cleanliness needs but also promotional and informational purposes.
Best Practices for Retail Signs
If you decide to invest in signs for your store, be sure to keep the following tips in mind:
- Be specific. A customized sign can give you the right message in the right place – a concept known as “narrowcasting.” When designing a sign, include specific details such as exact instructions for location and relevant product information.
- Keep it simple. The message of your sign should be clear, but a message that carries too much information is often ignored. Use the five-second rule: if you can convey the main ideas of the sign in less than five seconds, that’s a success. If it takes longer, shorten your message or use a series of signs instead of just one sign.
- Write
- Use an effective message sequence: title, explanatory text, and then a call to action.
- Create a call to action. Banners are advertisements and must encourage customer action.
- Ensure readability. Smooth reading is crucial for any banner. Customers must read your banners for impact.
- Utilize lighting. LED technology allows businesses to highlight banners with lighting, both indoors and outdoors.
Using Retail Signage in Your Store
Consider your signage as a top silent seller. Signage helps customers navigate your store without asking basic questions.
Like employees, signage requires appropriate colors, visibility, messages, and quality.
Signage can also be tasked with workplace duties, from sales information to general product usage.
Start incorporating signage into your business today. Create your banners with services like Vistaprint or work with a local company. Either way, you’ll soon see how signage enhances customer experience and impacts your business overall.
Source: https://www.shopify.com/retail/signage-design-bolster-your-sales-with-strategic-visuals
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