27 Apr 2017

Signage and its role in Wayfinding & Retail

There is signage everywhere we look. Indoors, outdoors, on public transport, and sometimes even in our own homes. Let’s delve a little deeper into the purpose of retail & wayfinding signage.

The role of such signage is to:

• Help customers locate different stores easily
• Give all necessary information regarding the store
• Attract customer into the store
• Act as a medium of communication between the retailer and the customer
• Give the store its unique identity
• Further the stores’ brand image
• Influence the customer’s buying decision
• Drives purchases
• Be memorable and enticing
• Introduce products
• Promote sales
• Educate customers on goods and services offered in the store
• Build brand by repeating key messages
• Organise marketing message
• Cement brand image
  

Types of Signage:

• Indoor digital signage
• Able to display any media format
• Advertisements can be constantly updated


• Digital posters
• Make use of HD displays and in-built media player
• Needs to be updated manually


• Digital menu boards
• Can be used alone or networked
• Make use of an LCD monitor


• Outdoor digital signage
• Connected to a network
• Has LCD enclosure for protection from theft and vandalism


• LED displays
• Can be used outdoors


• Vehicle graphics
• Mobile


• Point of purchase (POP) displays
• Can be simple or elaborate


• Outdoor vinyl lettering and graphics
• Can be applied to both smooth and hard surfaces


• A-frame signs
• Content can be changed easily
• Portable


• Banners, and posters
• Can be used indoors and outdoors