Seven words define the small business owner’s first-time experience with acquiring new signage for their company:
“I just want it to look good.”
Signage, like any other expense, should be considered a potential investment. Why invest in the expense of a sign if you’re not confident that it will actually do anything except sit there and look pretty? Signage is part of your marketing strategy, whether you like it or not. If you’re going to spend the money to acquire it, you might as well make sure it adheres to very basic principles of persuasion and advertising.
If you doubt us, take a look at your own signage and ask yourself if it’s missing one of the three following elements:
A sign merely “looking good” doesn’t necessarily mean that it’s going to grab attention. There’s a reason that the “Golden arches” of the McDonald’s brand have become so synonymous with fast food: the sign is designed to grab attention. Not only are most of these signs posted high above the street, where more drivers can see them, but they’re created in bright and contrasting colors. There’s no mistaking when you’re approaching a fast food restaurant with that caliber of marketing—and that’s by design.
Look at your own signage and ask if it truly grabs the visual attention of your intended audience…or simply “looks good” by blending in with its surroundings. Sometimes, being complementary to your environment isn’t the best thing for your business.
If you want to grab more attention, consider tinkering with the following elements:
- Color scheme
- Size of your headline/font
- Sign placement or height
It’s one thing to stand out from the rest of your environment if your company is in the middle of nowhere, but if your business is surrounded by other businesses, you’ve got to differentiate.
Differentiation can be achieved visually, to be sure, but it can also be achieved by breaking the patterns of nearby signs. Try taking a walking trip around your neighborhood and jot down a few notes. What do the signs have in common? What might it take for a sign like yours to stand out and differentiate your company from the rest?
One of the best ways to ensure that people approach your business is to offer something worth their while. It’s known as “reciprocity” in the marketing world: you give something away—like advertising a deal through your signage—and your customers start to behave as if they owe you their business.
You don’t have to give away an arm and a leg to get a concept like reciprocity working in your favor. In the previous two elements of signage, we talked about attention and differentiation—two ways of catching the eye. When you’ve caught someone’s eye, what do you do next? You have to motivate them.
If you want to learn more about how your signage can use principles of effective marketing while still achieving the request of those seven magic words—“I just want it to look good”—then request a quote from Sign It Quick.