6 tips for creating the most compelling signage a retail store can have

Looking for tips for creating the most compelling signage a retail store can have? We got 'em.
Photo by CC user Ray Moore on Flickr

Want to pull in new customers off the sidewalk by the dozens? By creating a compelling pitch on a visually attractive sign, you can do just that.

When you are looking for signage design Perth that can help you accomplish this goal, you may be tempted to rush off to a sign creator like Kingman Visual with your order based on a few hunches you might have.

However, we recommend that you keep the following pointers in mind if you want to get killer results for your business.

1) Make sure it can be seen by your customers

This one may seem obvious, but you would be shocked by the number of amateurish signs that you’ll see at the average intersection.

Built far too small for anyone lacking superhuman vision, the message of the entrepreneur goes unnoticed, despite the capital and time put into their creation.

When you create signage for your business, keep your target audience in mind. If your goal is to be seen by pedestrians walking down the sidewalk, the size of the letters won’t need to be as large as they would if you want motorists to read your message, as they are in motion and are further away from your sign.

For example, if you want your message read clearly from 100 feet away, your letters should be at least 10 inches tall.

2) Don’t make it too busy

Concise messaging is another key component for shop owners looking to create compelling signage for their business.

Often, there is a compulsion to stuff a sign with as much information as possible. This is the wrong approach, as your pitch can get lost in an ocean of unnecessary detail. Most people are busy rushing off to somewhere else, so keeping it simple is of paramount importance.

Also, don’t forget to leave plenty of whitespace: experts recommend that as much as 40% of the sign should be left blank to create added focus on the message you are trying to get across.

3) Use appropriate font faces and colors

The colors and the type face you employ can induce a variety of emotions in your prospects, so choose wisely when you are laying out your sign.

For example, yellow is synonymous with friendliness and optimism, black is associated with seriousness and authority, Times New Roman gives the reader a feeling of tradition, while Helvetica grants a feeling of stability and reliability.

Use these design features to create the emotions you want to evoke, while avoiding ones that conflict with your intended message.

4) Add relevant images

To add even greater impact to your signage, consider adding images that are congruent with the message you are trying to get across.

For instance, if you are starting a chicken noodle soup street cart, having some imagery depicting noodles, a soup bowl, and/or a chicken will make it crystal clear in the minds of passersby what you have to offer.

5) Make sure the font and background color contrast well with each other

Some colors play better than others. Black on white, which is the scheme used in this blog and many others, is among the most popular.

Black on yellow is the one with the best contrast overall, which explains why caution signs on roadways in North America are colored the way they are.

On the other hand, combinations such as green on red and red on yellow are as appealing as nails scratching on a chalkboard. Avoid these and similar color combos at all costs.

6) Write killer copy

Get your message across in two short sentences … minimum. What pain does the customer have, and what is your solution?

Example: “Cold day? Warm your insides with our dark chocolate cocoa … on now for $0.99 a cup!” Bait the hook, and reel them in!

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