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Do Not Underestimate the Importance of Signs for Your Business

The importance of signs for your business

In the digital age that we are living in, signage is often an overlooked aspect of marketing and the overall retail experience. The fact is that business signage is as important today as it was a couple of decades ago. You might think business signs are just a means of telling people that a business exists. However, well-designed business signage can do a lot more than that.

A FedEx study has shown that 8 in 10 customers enter a business or store they had never visited before based only on the signage. The same study also showed that over 76% of customers told others about a business based on the signs. It was also shown that customers believed that a business’s signage reflects the quality of their products and services. Further, they often purchased a product/service simply because the signage caught their eye. Also, customers admitted that bad signage deterred them from entering a store. Let us check some key benefits of effective and engaging signage for your business:

Signs are how people find your business

We know Google maps is the way people find everything these days. However, we still cannot underrate the importance of signage in helping people find your business. Research conducted by the University of Cincinnati involving 100,218 American households showed that 49.7% of the respondents claimed that they had driven past and failed to find a business because its signage was unclear or too small. Google maps can bring people to the right location, but you need the right signage so that people can identify your business/store and come inside.

Enhances communication

Signs do not just convey the obvious. They are a powerful means of communication. Visual marketing can communicate with consumers through both conscious and non-conscious processes. It affects attitudes and perceptions. Signs help customers make assumptions about a business. Businesses that have high quality and engaging signage are perceived to offer better quality products and services. Good quality outdoor signage also helps increase brand exposure and awareness. On the other hand, low quality signage can send negative signals about your business even if the offerings are great.

A cost-effective marketing tool

Signs are not only a unique wayfinding solution but also a great marketing tool. Of course, there are other means of visual marketing such as billboards, but these are all short-term marketing strategies. Signage is your ongoing marketing campaign that works for you 24X7, throughout the year. No other marketing tool works as hard as for you as good signage does. A great example of signage can prove to be your most effective marketing tool is McDonald’s. We bet you cannot complete a road trip without coming across the iconic Golden Arches sign of McDonalds.

Competitive advantage

One of the biggest challenges any business faces is standing out in this hyper-competitive world. Good quality, custom signage can help differentiate your business from the competition. With the effective use of signage, you can build a unique brand. It provides a way for the consumers to choose your business over others. If a customer must choose between two stores offering similar merchandise, they will choose the one with better looking signage as it reflects professionalism and gives confidence to your customers. Good signage can prove to be your biggest competitive advantage.

Encourages impulse purchases

Customers can make assumptions about your business and get drawn to it based solely on the quality of your signage. Clear and attractive signage can encourage impulse purchases.

Your business signage is your silent salesforce. It not only helps in building your brand, promoting your business, but also help you stand out from the crowd. If you think your signage needs a makeover, get in touch with our team now.