You may be getting ready to open the doors of your brand-new retail facility. You've worked hard to ensure that it is strategically placed in the centre of the action, and you know that thousands of people will pass its front door each day. While you have certainly taken care of an important element—the location—don't fall into the trap of thinking that your work is done. You've got to convince people to notice your new store, to come inside and to then buy something. You will need to introduce special signs that need to be both carefully designed and placed if you're going to maximise your possibilities, so how should you go about this?
1. Awareness
Remember, a number of other stores are situated nearby, and all of these facilities will be trying to persuade people to do business with them. You have to compete in a busy environment, and job number one will be to notify prospects of your existence through outdoor signage.
This is where you enforce your brand, tell people what you are selling and pique their interest. This type of signage needs to be very carefully designed and easy to understand from a distance. Don't fall into the trap of creating something fancy that shows off your ingenuity or unique ability. This is just the first step, and you can do all of the rest once customers are inside the store.
2. Information
Assuming that you have enticed some people to come in, you need to tell them what to do next. This is where informational signage is crucial as you direct people to various displays or highlight some of your most important products. You will also tell them where the toilets, check-out and customer service desks are located.
Informational signs need to be simple, easily understood and printed on freestanding displays that are situated at eye level. You should use high-contrast colour palettes and clean fonts. Once again, this is not the place to focus on marketing.
3. Influence
Your next range of signs can definitely focus on influence, however, as they will be important tools during the buying cycle. They should use persuasive language and graphics that are directly targeted to the consumer and which prompt them to take action of some kind.
4. Safety
Finally, don't forget that you will have a responsibility under the law to keep visitors safe, and you will need to erect some signage accordingly. These will include fire safety signs that conform to a specific design, and these need to be placed very carefully in certain locations.
Working with Sign Experts
Ask your sign specialist to come up with some ideas to help you cover these four important areas. This will allow you to open your doors with confidence.