The value of signage to a retailer

Retailers understand the role that signage plays in making a business a success. They have come to appreciate that stand- out signs have the power to draw customers to their businesses.

Retail signage has the power to a) attract customers, b) facilitate the customer’s shopping experience, and c) influence the customer’s decision to purchase. However, a signage system has to be well-conceived and well-thought out to work well and to add value to the retailer.

Developing an image

A successful retailer understands that image is an integral part of creating brand awareness and identification. The image a business seeks to portray should be incorporated into all the company’s corporate identity tools and symbols and be reflected in all visual and signage forms and formats. Stylish, professional and original images can enhance the value of a product and can appeal to customers.

Reinforcing the brand

There are various signage design options to assist retailers in attracting customers to their businesses. These design options can come in various sizes, shapes and finishes. A sign maker should ensure that logos, images and thematic colours correlate and add harmony to the overall function of the retail space in which the signage solutions are to be used. Effective and classic use of logos throughout a retail space can assist to reinforce the brand.

Exploring the signage options

Various signage options are available for retailers to help them grow their businesses. However, the effectiveness of a signage system can be determined by

a) the solution used and/or

b) the location the sign is placed at.

Some of the signage options retailers may consider using include:

- Single or double-faced signage placed under canopies perpendicular to or near the store front entrance.
- Aluminium boxes fitted with fluorescent lighting and encased in plastic or Perspex.
- Awning signage fixed onto walls or super-imposed onto roofs to cover walkways.
- Canopy signs manufactured out of metal or Perspex to create a roof-like effect.
- Digitally printed messages that create brand awareness and increase product sales.
- Wall-mounted interior illumination and light sources in an array of colours.
- Illuminated fluorescent signs wrapped in Perspex.
- Exterior illumination in fabricated lettering or in box style to attract night time traffic.
- Fascia signs.
- Window signs.

Whatever option one chooses the value of signage to a retailer can never be ignored.