As local businesses struggle to compete with each other and online competition, effective advertising is vital to any successful business now more than ever. If your local business is in the process of an advertising overhaul, check out these three tips for creating the perfect signage.
Start with a strong brand concept
Creating and maintaining a strong brand is crucial to successfully managing a local retail business. Have a professional logo created that reflects your business' purpose and audience. Present a consistent brand image across all of your advertising avenues, both physical and online, by using the same set of images, fonts, logo and messages to demonstrate continuity. When you have in-store and advertising signage created, maintain this brand consistency to encourage your customers to feel confident in the reliability of your business, while also facilitating familiarity.
Aim for your target audience
Get to know your local customer base, and direct your advertising message towards them to demonstrate your personal rapport. Successful signage aims directly for a business' target audience, both in terms of style and message. Consider what design factors can be incorporated in your signage to capture the attention of your target audience. A power tool supplier may have strong lettering and bold colours to reflect the strength and active nature of the user; if your target audience is local hipsters, however, you may want to incorporate more cutting edge and unique features both visually and in the message. Direct your message at your audience by using pronouns, so that your customers can imagine themselves using your product — 'You'll feel great' is more engaging and direct than 'this makes people feel great'.
Keep it simple
Don't waste your customers' time by presenting a long winded, confusing or difficult to read message. Instead, get straight to the point — present your message succinctly with easy-to-read fonts, complementary colour schemes, high definition imagery and minimal words. If you're creating signage for local drivers or pedestrians, consider the length of time that they will have to engage with your sign, and think of ways to make your message clear and personal. Perhaps you can integrate the colours of the local footy team to draw attention to your sign, or consider using local colloquialisms to give an instant feeling of familiarity. Ensure the message is appropriate, short and specific for the greatest impact and appeal.
For assistance in creating the perfect signage for your retail business, contact your local sign design specialists today for expert advice.