The retail industry is competitive. As a retail business owner, you know customers should give you a chance for your excellent products and impeccable service. But how do you communicate that to someone who has so many options at their disposal?
Here’s the answer: effective retail store signage. Your business sign is a unique chance to project your value offering to a wide audience. When done right, effective store signage will become a key component of a retailer’s marketing mix.
Importance of Signage in Retail
Simply put, signs help the customer experience. They drive foot traffic, communicate by informing and directing and add to aesthetic.
Your sign also says a lot about your business and your brand. Your retail business sign lets people know you’re there—from the second they lay eyes on it, they form an opinion about your store. Professional signage goes a long way for your brand reputation.
All in all, a retail store without effective visual representation and compelling messaging won’t provide a great customer experience.
Types of Retail Signage
With retail signs being so important, it’s good to know there’s a lot of retail sign options you can choose from to meet your budget and branding requirements.
Illuminated Exterior Signs
You can rely on an illuminated LED sign to get your business seen from a distance, day or night.
Temporary Retail Signs
Vinyl banners are affordable and great for messages that are always changing. Promote your business before it opens with a “coming soon” banner, promote sales and specials, or let people know you’re hiring.
Retail Window Signage
Window graphics and decals are perfect for retail stores. They’re a great way to showcase your creativity and stand out.
Stop foot traffic with a branded blade sign. These work best for retail stores in shopping complexes and malls.
Don’t be afraid to get imaginative with your retail signs. You can easily distinguish your retail store by trying out signs with different materials (like a custom cardboard cutout) and getting artistic in your design.
Retail Signage Design
Having the right design for your retail signage is also essential. Your messages should be short and clear. Your graphic design and typography should always work to:
1. Inform but not overload.
Highlight discounts, guide consumers throughout your store and make it easy see important information. Avoid too many signs, and keep your designs consistent.
2. Create excitement for the value you offer.
When you want to excite customers with a new product or special sale, make a splash with your retail sign design. Build anticipation and awareness for special offers, sales and discounts. Always prompt action with your messaging (for example, “Sale ends tomorrow!” or “sign up while supplies last!”).
3. Entice customers with your unique benefits.
Effective signage makes your store approachable. Your retail sign should make people want to come in and buy. To effectively attract the right type of customers, make sure your retail sign:
- Is clear and visible from a distance.
- Complements your storefront aesthetic (which should be presentable and welcoming).
- Promotes your unique value propositions with effective messaging catered to your target audience.
For compelling and effective retail signage, always:
- Be clear and consistent.
- Consider sign placement and location.
- Align your design with your corporate branding.
- Choose a reliable sign company.