How to make effective external building signage to attract customers.
When you’re trying to find a business, what’s the first thing you look for?
9 times out of 10, you’re probably going to be looking for their sign – especially if you’ve never been there before.
As a business, it’s so important to get this right.
Outdoor signage is the first thing customers will see and they will use it in deciding whether they like your business or not.
It needs to be bold, professional, and reflect your brand.
Here are some tips on how to make sure your external building signage attracts customers.
1. Focus on quality.
Arguably, a bad sign is worse than no sign at all.
Imagine that the first thing your customer sees when they look at your business is a misspelt sign, a sign they don’t understand, or one that’s missing a few letters.
What do you think they will do?
chances are they’ll walk away without even making it inside.
That’s why quality is so important to your external building signage. It creates a feeling of confidence and trust in both you, and your business.
2. Reflect your branding.
The look of your sign has to represent your brand.
For example, external building signage for an Italian restaurant is probably going to look much different from that used by a commercial bathroom sales showroom.
Your signage should be a symbol of who you are.
Some things to think about are:
- Incorporating your logo, or another image, into the sign
- Using your brand colours
- Using a font style that suits your business type
- Decide the purpose of your sign before you design it
3. Focus on your messaging.
What is it most important for you to say with your sign?
As it’s a form of marketing for your business, you need to think about what the message is you’re looking to get across and the best way to say it.
Try to keep it short and simple yet encouraging to customers.
Remember that the purpose of your sign is to get customers through the door – your products can then do the rest!
4. Be bold and readable.
With any sign you choose, the most important thing is that people can read what it says.
Keep your text and font choice as simple as possible. Take out any unnecessary words that might make it unclear or confusing.
Remember that people visiting your business will often notice you from a distance.
It’s going to be important, therefore, that they can read your sign from far away and maybe even from a moving vehicle.
Consider using contrasting colours such as black on white, or white on blue as this makes the text more legible.
5. Consider illumination.
If you run a restaurant or bar, the majority of your customers are going to be visiting in the evening.
As a result, regular signage may lose its impact or just generally be difficult to see.
Illuminated signage has many benefits. It helps you to stand out amongst the crowd, creates a perception of luxury, and promotes your brand image.