Despite how electronic and digital-centered the world is becoming, physical media—especially signage—remains eternal. Even if we spend most of our time with our faces buried in laptops and smartphones, there’s still a place for signage in marketing, communications, and more. Read through our comprehensive overview of signage in branding and why paper- and other physical media-based signs can still grab attention and build loyal customers.
Sign(age) of the Times
Why is signage still important, particularly with branding? It goes beyond slapping your company name, logo, and contact information onto a poster, sticking it up, and hoping for the best. It’s a critical and often initial impression between your business and the customer.
That All-Important First Impression
Signage is often the first real contact that your potential customer has with you and your brand. Digital ads whip and flicker by on everyone’s screen, barely making an impression on the swiftly scrolling viewer. Signs are very real, and they can linger in the viewer’s vision and mind for a much longer period. Signage also conveys professionalism, trustworthiness, and reality. With that in mind, it’s vital that you create signage that works, stays timely, and looks good. Otherwise, it can reflect poorly on your brand as well. Make a sign that makes and retains a good impression.
Brand Recognition
The physicality of signs makes them terrific standard-bearers—literally. Noticeable signage that is consistent in its use of color, fonts, logos, and messaging can reinforce your brand identity. Potential and current customers connect the signs with you and carry their imagery and messaging everywhere they go and at the top of their minds. A user can switch off or scroll past a digital ad, meaning it may have less influence than an impressive banner, poster, or billboard.
Feeling Seen, Reaching Farther
Signage placement is a matter of strategy. Find the best places to post your signs and stake your claim. High-traffic areas, of course, are great for sustained and widespread messaging but don’t discount places in-between. You can mark pathways, hallways, corridors, and pit stops along the way with memorable directional signage that draws or guides clients to your door.
Saving Money
Signage may seem expensive, but all things considered, it can be your best advertising and marketing value. Once it’s up, it’s up for as long as you pay for it to be up. It doesn’t require much maintenance or coding, and it delivers your message wherever it’s posted all day long. No need to worry about paying for clicks and impressions, and you’ll never see a “image not found” message on a sign (unless that’s what you pay to have printed)! Signs are workhorses that deliver value for a very long time.
Signage That Gets Mileage
What signage is available, and what can it do for you and your business? You’re probably familiar with most of the standard kinds of signage out there, but perhaps not with everything such signage can do. Pick the one that best meets your needs and gets your brand across, and find ways to tailor tired old signage into bold new statements.
The Great Outdoors
It’s all in the name. Outdoor signage applies to any signs outside the premises of your business, whether on-site or off-site. The staggering variety of outdoor signs offers a wealth of design and branding possibilities.
Business Signs
The name over the door provides the first impression of your business any passersby will receive. Make sure business signs communicate your name, logo, slogan, or other central messaging, and grant other useful information. And, of course, make sure it says something that gets them in the door!
Billboards
Along the highway, hanging from buildings, or standing tall on the outskirts of town, billboards put across your brand and messaging in a big way. Place billboards near high-traffic areas, particularly spots where the viewer must stop and wait. When executed perfectly, billboards grab attention and don’t let go.
Banners
Often best for short-term advertising, usually at events and in institutions willing to host advertising in the short term, banners present incredible flexibility. You can put them up, take them down, and move them about as needed. Use banners to promote sales, drive membership, direct attendees to wherever you’re set up at an event, and more.
A-Frames
Bring your A game with an A-frame. Sorry, we couldn’t resist. A-frames are great for displaying temporary messaging outside on sidewalks or other pathways to entice customers into a restaurant, bar, store, or what have you. Naturally, A-frames work well at indoor events as well, including conventions, trade shows, fairs, and more. And speaking of indoor advertising…
The Great Indoors?
Indoor signage involves any signs positioned and situated inside your establishment. They let customers know what’s available, how you can help, and other useful information.
Lobby Signs
Outdoor business signs start the conversation; lobby signs continue it. Use lobby signs to re-introduce your brand and let customers know what they can expect now that they’re here.
Wayfinding signs
Use wayfinding signs to show your customers you care about their experiences. These help customers find their way around the place and lead them to the deals and assistance they’re looking for. Keep wayfinding signs bright and friendly and, most importantly, clear as a bell in their instructions.
Point-of-Sale (POS) Displays
The final bit of messaging regarding your goods and services. Create POS displays that attract the eye and invite customers to stay and look at what you have to offer. Use them to encourage impulse buys and underscore special deals and offers.
Best Practices for Branding
Create signs with style and aplomb. Here are a few more tips on how to make your signage sing.
Keep It Simple
Even though you have a cornucopia of fonts, colors, designs, and images at your command, never get too busy with signage. Keep the messaging crystal clear. Avoid clutter and visual noise. Cut to the chase, show the information the customer needs now, and always close with your contact information and a call to action.
Use Quality Media
You may save by purchasing inferior paper or other materials to print your message on. However, the savings aren’t worth it if rain or other environmental factors fade, rip, or otherwise damage your signage.
Consistent Branding
If people know you for a certain color scheme, logo, or other imagery, don’t abandon it. Always reinforce your branding and make yourself memorable through effective signage.
Mind Your Messaging
Once a poster or other sign goes up, visit it and ensure it’s still getting the job done. Back in the store or office, ask customers what brought them to you, and note if the signage had any effect. And never let the signage inside and outside your facility grow dingy or shabby. That’s never a good look for your brand.
Final Thoughts
That’s a comprehensive overview of signage in branding. If you have any questions about printing out memorable and effective advertisements, contact us for a consultation today. Our fine selection of signage printers and printer materials ensures your messaging won’t be missed!
