Whether it is a sign telling customers what you are selling or letting them know when your doors open, your signage is an important marketing tool. In fact, a well-designed sign can help reduce the need for other forms of advertising, which can be expensive and time-consuming to create.
However, when your signs are ignored, it can have a negative impact on your business. The good news is that it’s easy to avoid being missed by your audience – all you need to do is understand how they’re ignoring your signage, and what to do about it.
The first step is to ensure that your sign is legible. The most common reason a customer ignores a sign is that they can’t read it. The easiest way to fix this problem is to make sure that your fonts are easy on the eyes, using professional fonts and not ones that are too decorative. Another option is to use a high-contrast color palette to help people easily distinguish your message from the background. There’s a tired joke that Comic Sans is a bad font, and while it may not be the best choice for signage, there is nothing worse than a hard-to-read font that is likely to drive away customers.
Another factor in the effectiveness of your signage is its location. Even if you have the perfect message, your audience will never see it if it is obscured by other buildings or overgrown brush. If you’re unsure where your signage will be most effective, talk to a professional who can advise you.
It’s also important to note that signs can lose their effectiveness after repeated exposure. This is called “sign blindness” and happens because your brain filters out information that it feels is irrelevant or unimportant. Signage can be especially vulnerable to this, as it is often used in areas where it is critical for safety (think warning signs on construction sites). Fortunately, there are ways to counteract sign blindness and make your signage more effective.
Signage must be compelling enough to compel your audience to take action. This can be accomplished by making it stand out visually, using a clear and compelling message, and including a call to action that is easy to follow. In addition to this, the use of images and graphics is an excellent way to draw attention to your sign, as it is often easier for the viewer to comprehend than words alone.
If you’re looking to increase the effectiveness of your signage, contact a reputable sign shop in Corpus Christi today. They’ll be happy to discuss your objectives and recommend what signage solutions are best for you. They have years of experience in precision design, and our expertise can help you achieve a higher ROI from your signage investments.