Investing in signage is one of the most important aspects of any business. This is because it is the first thing that customers see when they pull up to a store or an office, and it can also determine whether a business can attract new customers.
Most businesses, especially in Houston, TX, rely on signage, whether it is a simple “Open” sign in the window or a more complex set of wayfinding signs throughout an office building or a retail store. It is one of the most basic and essential marketing tools available to any business, large or small.
While producing signs may seem like a simple concept, there is actually a lot that goes into creating an effective sign. MSK Signs has been serving businesses in the greater Houston area for over a decade now and has a vast knowledge of designing the best signage.
What is Signage?
Signage is a promotional or informational message about a product, service, or brand placed in a public space. This could be anything from a banner ad on a website to a physical sign in a store window. The purpose of this is to grab the attention of potential customers and get them interested in what a business has to offer.
The signage brands will depend on their business goals and the type of message they want to communicate. Some businesses use signage to attract new customers, while others use it to build their brand or lead their customers in the right direction. When used properly, signage can boost sales, foster brand loyalty, draw in new clients, and help brands stand out from the competition.
Primary Groups of Signage
The right signage can help businesses bring in potential customers and build their brand. It can even introduce new clients to their business’s products or services. Signage can also be a great way to communicate special offers or promotions to customers. There are five primary groups:
Informational signage
Informational signage is used to provide information to viewers. This could be anything from a “No Smoking” sign to a set of wayfinding signage in a large building. This type is used to communicate information about a product, service, or brand. This could be anything from a menu board at a fast food restaurant to product labels in a retail store.
Informational signage needs to be clear and concise in order to effectively communicate the message. Additionally, this should be placed in a location where it will be easily seen and understood by the viewer.
Attraction signage
This type is used to attract attention and draw people in. This could include a simple “Open” sign or a bright neon sign.
Directional signage
Directional signage is used to help people find their way around a space. Wayfinding signs in an office building and arrows pointing the way to the restroom in a restaurant are examples of this primary group.
Persuasive signage
This type is used to persuade viewers to take a certain action. For example, signs that say “Buy Now” or “Vote for Candidate X”.
Persuasive signs also need to be clear and concise in order to effectively communicate the message. Furthermore, this should be placed strategically. Interested businesses in Houston can contact MSK Signs for expert advice on signage placement.
Compliant signage
Compliant signage is required by law. This could include a “Fire Exit” sign, a “No Trespassing” sign, etc.
This type needs to meet the requirements set forth by the relevant governing body. Moreover, this should be as visible as possible.
Types of Signage
There are many different types of signage, and each has its own benefits and drawbacks. Choosing the right signage for a business is essential to ensure that they are getting the most out of their investment. There are numerous types, some examples are:
Digital signage
This type is a relatively new type of signage that uses LCD or LED screens to display content. This could include a simple slideshow of images or a more complex video presentation.
Digital signage is a great way to grab attention and get a brand’s message across in a fun and interactive way. However, it is important to note that digital signs are usually more expensive than other types.
Window signage
Window signs are placed on the windows of a store or an office. It can be used for a variety of purposes, including attracting attention, promoting sales or specials, and providing direction. The images and writing are often printed on vinyl or perforated vinyl and are attached to the store window.
Monument signs
Monument signs are large signs that are placed on the ground, usually in front of a building.
Monument signs are very visible and can be seen from a distance. However, they can be expensive to create and install.
Pylon signs
A brand’s choice of advertisement can be shown on a pylon sign, which normally rests on top of a pole. For instance, pylon signage at office parks or shopping centers may advertise a variety of businesses or guide customers to a specific establishment.
A-frame sidewalk signs
A-frame signs, also known as sandwich boards, are signs placed on the ground, usually at the entrance of a store or office, on sidewalks, or in other high-traffic areas to attract attention from passersby.
A-frame signs are very affordable and easy to set up. However, they can be easily knocked over and are not very durable. It is a good option for businesses that want to be able to move their signage around easily.
Banners
Banners are versatile types of signage that can be used for temporary promotions or events. Banners can be hung from ceilings, walls, or even on the side of a building.
Vehicle graphics
Vehicle graphics are a type of signage that is placed on the outside of a vehicle, usually a car or van. Vehicle graphics can be used for advertising, branding, or even just to add some personality to a company’s fleet.
Wayfinding signs
Wayfinding signage is used to help people navigate their way around a building or complex. Wayfinding signs include things like directional arrows, maps, and even Braille signs for the visually impaired.
While wayfinding signage is not usually used for advertising or branding purposes, it is an essential part of any business that wants to ensure its customers can find their way around easily.
Menu boards
Menu boards can be useful in hospitality businesses, including restaurants, takeout, cafes, and bars. The promotional signboards can be found indoors or outdoors and include brand-consistent sign lettering. Customers are generally informed of special discounts or daily specials by menu boards. The menu board may be displayed on magnetic, erasable, static-printed, or digital posters.
If you are in need of a creative menu board in Houston, you can visit MSK Signs.
Safety signs
Safety signage is used to indicate the location of fire exits, first-aid kits, or other safety features in a building. In many countries, safety signs are required by law and are an essential part of any business’s safety plan.
The Importance of Good Signage
Strong business models, reliable sales or service processes, and top-notch expertise are all essential components of a successful organization, but without branding or signage, these factors may be for nothing.
Since signage enables brands to market and advertise their goods and services, it is definitely essential to having a successful business. Like what they say, a business without a sign can be a sign of no business. Good signage is important because of these purposes:
Branding
Branding is a business’s identity and signage is one of the most important branding tools for businesses. A company’s signage should be easily recognizable and reflect the company’s values and image. Visual advertising makes it much simpler to develop a recognizable persona.
Cost-Efficient Marketing
Signs are a very cost-effective way to market a business. They are relatively inexpensive to produce and can be placed in high-traffic areas to reach a large number of people.
Making your company appear appealing with a beautiful sign out front can also greatly reduce your marketing expense. Additionally, the sign remains outside your shop for however long you decide to put it there.
Effective Communication Tool
Effective Communication Tool
Signs are an effective way to communicate with customers and potential customers. They can be used to convey important information such as business hours, directions, or contact information.
Psychological Impact
Psychological Impact
Signs can have a psychological impact on customers and potential customers. For example, well-designed signage can create a feeling of excitement or urgency.
Impulse Sales
Good signage can increase sales by attracting customers to your store. A well-designed and effective sign can make your business appear more inviting and professional, which can encourage people to come in and learn more about what you have to offer.
Attract New Customers
Signs are one of the most effective ways to attract customers. According to the Small Business Administration, signage is hugely responsible for driving a business’s new customer traffic.
Competitive Edge
Having excellent signage can provide you with a considerable advantage over rival companies if they don’t have it. A consumer or client is most likely going to choose the company with the better-looking signs when deciding between two establishments since it conveys a level of professionalism that the other doesn’t.
Reflection of Business Quality
The signage you use for your business says a lot about the quality of your business. If you want customers to believe that your business is professional and reputable, then you need to have high-quality signage. This will show customers that you are willing to invest in your business and that you are serious about your service.
Benefits of Signage for Retail
Aside from the general benefits that signage provides for businesses, there are several specific benefits that retailers can enjoy by investing in a good one.
Product Awareness
Product Awareness
Good signage can help increase product awareness and visibility. This is especially true for retailers who sell products that are not well known or that are not in high demand. By using one to promote these products, retailers can increase sales and exposure.
Increased Sales
One of the most obvious benefits of signage for retail is increased sales. Retailers who use signs effectively can see a significant increase in sales. This is because it attracts attention and drives customers into stores.
Customer Retention
In addition to attracting new customers, signage can also help retailers retain existing customers. By using signs to promote sales and specials, retailers can keep their customers informed and encourage them to return.
Improved Customer Service
Another benefit of signage for retail is improved customer service. By using signs to provide directions and information, retailers can make it easier for customers to find what they’re looking for and get the help they need. This can lead to happier customers and improved customer loyalty.
Businesses need to understand its importance and how it can benefit their business. Retailers, in particular, can see a number of benefits by investing in a good one. Other benefits include:
- Multiple options available
- Visible 24/7
- Grabs Attention
- Easy to maintain
- It informs, educates, and inspires
Signage is Essential
Signage is essential to any business, whether for branding, marketing, or safety purposes. It can help customers find your business, navigate their way around your store or office, and even promote sales and specials.
Good signage can help to increase foot traffic and sales, while a bad one can do the opposite. It is important to choose the right type of sign for your business in Texas and to make sure that it is placed in a strategic location. With so many options available, there is no excuse for having bad signage!
