How to Refresh Your Retail Signage to Send Powerful Messages


Alexis Walker
Guest Contributor

Make the most of your brick-and-mortar store by ensuring your signage is on point, making a positive impact on your shoppers and helping your business thrive.

Signage is an essential part of any retail operation and outdated signage can hurt your business in ways you might not expect at first. There comes a time in any business’s life when it’s time to update its existing signage, be it because of rebranding or something as simple as signs becoming outdated, boring or worn-out. Bringing in creative, fresh looks grabs the attention of your shoppers and customers and guides them in the right direction. Here are a few tips on refreshing your retail business’s signage to send a powerful message.

Branding

Chances are your business has already had its branding for a while. However, this is a great time to reexamine it and see whether it’s time for rebranding. Times change, and today possessing a brand that speaks for itself and communicates your values is one of the most important factors for success. Updating your branding efforts sits well with your customers as well, since your signage risks becoming stale over time and won’t be eye-catching anymore if your audience has seen it a thousand times before.

Visibility and clarity

Without a doubt, two of the most crucial features of your signage should be visibility and clarity. Signs that are hard to read due to the font, size, color or position will simply be ignored and your message will not come across. For advertising or outdoor events, for instance, printed mesh banners will ensure visibility and can guide your customers without them getting frustrated. On the other hand, you should also implement easy-to-understand directional signs so that the shoppers can easily find their way around your store. In addition, your signage should be concise. People today have shorter attention spans than ever before so you only have a few words to convince them – so make those words count.

Make it stand out in the right way

To communicate the personality of your brand, don’t be afraid to be creative. Today, people appreciate funny signs, so who knows, maybe a cleverly worded sign by your door – written on a chalkboard so that you can change it up daily – will drive shopper traffic by prompting them to enter your store or even take a picture of it and send it to their friends. This way, they’ll be spreading your message and the word about your brand (if you did the branding part right). Another way to make your storefront sign stand out is to illuminate it – you can even use colors that are appropriate for your brand identity.

Focus on the customer

In the business world, never forget you’re not the protagonist – your customer is. Therefore, make sure to show this in your signage as well. Some suggest the frequent use of “you” and “your” on your in-store signs to make an impact. Others say your signage should communicate the reasons your customers should buy your products. Both of those approaches will bring your product or service closer to your shoppers.

Bring technology in

Technology is developing at a rapid pace and we cannot afford to lag behind if we want our businesses to thrive. Now, it depends on your business whether this kind of signage fits your brand and message, but digital signage is certainly an effective tool. A great advantage is that it’s easy to update your signs – of course, you will have to do your part in graphic design, but switching up the signs depending on your needs will be much more hassle-free. These signs can even be interactive, which enables customers to get all the information they need without over-cluttering a banner with text. All in all, digital signage gives way to a whole new level of creativity.

It is true that online retail is gaining more and more popularity worldwide thanks to its convenience, but offline retail is still standing strong. Therefore, make the most of your brick-and-mortar store by ensuring your signage is on point. Effective signage combined with other methods to increase in-store conversions will help your business thrive and your customers will be sure to remember you by it.

About the writer: Alexis Walker is a Sydney-based part-time writer and a full-time mom of two. Her words offer advice and inspiration to those who desire to improve their lives. Outside of the office, she takes pleasure in spending precious time with her youngsters and absorbing the happiness they constantly radiate.

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