11 May 2016

5 Tips for Effective Signs

Signage is marketing tool commonly used by many companies. It is likely that due to budgeting issues, the relationship between the sizes of banners to the size of the company is directly proportionate. However, does size really matter in today’s age? Rather than size, details are what attract consumers today but due to human limitations; the designs of the signs have to be adjusted accordingly.

• Strategy 1:
  Humans in general are unable to focus on every single detail in the environment around them. E.g. A circular sign amongst many rectangle signs is likely to be more eye-catching. They are also selective and tend to choose to focus on what interests them the most. In the same sense, using fresh ideas will be the key to capturing the attention of consumers. The first strategy is thus to differentiate your sign from those around it while taking into consideration social customs and current trends.


• Strategy 2:
  Common advices to creating an eye-catching signs include using brightly coloured designs but notice that it was not mentioned in strategy 1. As humans generally remember the larger aspects of their surrounds, it is common for people miss out on changes in the environment if there are no distinct changes. Strategy 2 would thus be to survey the grounds where your sign will be placed, make a list of what is NOT present and incorporating them into the design so that the change in signage is more distinct.


• Strategy 3:
  The third component of designing an effective sign is the ability to connect with your audience. It must be able to influence consumers to make changes in their daily lifestyle before it can be called a success. The content of the sign must thus be very appealing towards the targeted audience. Strategy 3 would thus be to narrow down to a specific target group and knowing exactly what are their desires before coming up with the design.


• Strategy 4 & 5:
  Making the sign readable and allowing consumers to have a positive impression of the company:
  Through the use of proper font sizes and using contrasting colouration with the environment, it will be easier for consumers to read the content. In addition, since signs are usually the first point of contact of the company, it is important for consumers to develop a good impression after reading the sign. For that to happen, the company’s image has to be incorporated into the design and be portrayed in positive light.

All in all, it is impossible to satisfy every single target group. Being able to target a specific audience and knowing their needs is half the battle won. The other half depends on the delivery of the content. While the focus of the sign should be to target the needs of consumers, the characteristics of the company must be infused in the design as well so that a strong corporate image can be developed for long-term benefits. It will also be good to do a regular evaluation of the success of the signs along the way so that future phases of the marketing campaign can be even more effective.

Visit PrintPack+Sign (PP+S) 2016 from 29 June till 1 July and pick up tips from industry experts on how to better convey your message with effective signs. PP+S 2016 will take place at Marina Bay Sands, Sands Expo & Convention Centre, Level 1 Hall B.