Signage Sales and Design Tips -
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How To Choose the Right Sign Colors

Your client just said “we are re-designing our logo for our new locations, and we’re wondering which colors are best to use for on our channel letter sign for this type of business.” What is your answer?

As a signage professional, you need to know the basics about the most common colors and their associations. Why? Because choosing the correct color(s) can have a substantial effect on your client’s sign effectiveness. Subsequently, that will affect the number of future sign referrals your client will send back to you. Your client’s sign effectiveness is too important to leave to chance.

And we don’t mean the simple color issues, like making the sign have good contrast to the client’s substrate. We mean the common psychological associations with basic sign colors, and how you can use that knowledge to help your clients with a more effective logo and sign. These principles carry over to all types of signage – not only channel letters.

Here are the basic color spectrum chart, and then a table listing some basic colors and their associations:

CHANNEL LETTER COLORS

Color

Associations

Example Businesses

Blue

  • Overwhelming “favorite color”
  • Not gender specific – appeals to both men and women
  • Associated with calmness and stability
  • Lower color wavelength – not good for signs targeting older adults – see our March 2011 post

Banks, financial companies, hospitals, insurance companies, retailers, medical, government

Green

  • Second only to blue as favorite color
  • Associated with freshness, youth and purity
  • Center of the visible color spectrum – “the color of balance”
  • Insinuates presence of natural water

Garden stores, Nurseries, Spa, Lawn care products, Real estate, Grocery/food store, Construction, Golf

Red

  • Exciting active color – powerful
  • Excellent for generating attention – a “grabber” color
  • Associated with action and confidence
  • Highest wavelength of any color
  • Appears closer than it is – benefits signage in that respect

Warning signs, restaurants featuring meat dishes, fitness center, gym

Brown

  • Associated with stability, reliability and utility
  • Connection with the earth
  • “Solid” color

Legal practice, trail markers and directories, state parks, campgrounds

White

  • Total reflection
  • Associated with purity, cleanliness and hygiene
  • Heightened perception of space

Pharmaceutical companies, Financial companies

 

So, if your client is re-designing their steakhouse channel letters, which colors should they use? Clearly, red should be incorporated into the design even if it is not the primary sign color.

Channel Letters

Outback Steakhouse - Note use of Red

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Why a Channel Letter is Not a Channel Letter

A channel letter is not a channel letter.

With a common sign type like channel letters, it is too easy to think they are basically all the same. After all, a channel letter sign is just a metal can with illumination installed, right? Pretty much the same product from vendor to vendor.

Wrong.

Don’t be fooled. If you are serious about building a consistently profitable signage business, your signs need to last for years. Particularly electrical signage, which actually has some very real differences from vendor to vendor.

At Direct Sign Wholesale, we believe that a durable and high-performance electrical signage product is one of the keys to your future success as a sign company. Particularly when the sign is a “signature sign” like channel letters – a sign that has a strong day to day visibility presence at your client’s business location.

What is different about our product compared to the competition? Check this table:

Direct Sign Wholesale

Competition

3/16” colorfast acrylic

1/8” imported acrylic

Constant Current LED

Constant Voltage LED

Sturdy Aluminum Gauges – up to .090”

Lighter aluminum gauges – as low as .032”

Automotive Grade Acrylic polyurethane paint

Lower grade paints including latex house paint

3M Vinyls – All weather UV resistant

Low quality vinyl

Raceway Hangar Bar

No raceway hangar bar

High density LED strokes

Fewer LED strokes

UL Listed

Not always UL listed

When you want to be certain you are purchasing high quality channel letters, here are a few other points to check:

PROJECT SPECIFICATION

Does your vendor match the product specifications to the individual project requirements? For example, some channel letter vendors will use the same aluminum gauge regardless of the letter size. Not so at DSW. Larger letters receive a higher aluminum gauge that is sufficient to reliably handle the sign’s weight load.

HIGH-PERFORMANCE LED

Does your current vendor use constant current or constant voltage LED? You need to check on this one. Vibrant and dependable LED illumination can make or break a channel letter sign. Constant Current LED ensures matched and predictable luminous intensity from each LED module.

Constant Voltage LED can result in the sign’s illumination being unbalanced, and the LED brightness will vary by module. What will your channel letter client think about that? Will she come back to you next year to buy other signs?

LED STROKE DENSITY

Is your vendor installing an adequate number of LED modules to make the sign consistently bright? Another common way to cut corners is to install the absolute minimum concentration of LED strokes to light the sign face “adequately”.

However, does your customer really want a channel letter sign that lights “adequately?” We don’t practice that at Direct Sign Wholesale. We install the number of LED module strokes necessary to make your customer’s channel letters conspicuously and thoroughly bright.

HEAVY DUTY ACRYLIC

Acrylic is all the same, right? No. High quality acrylic is both colorfast and flexible – meaning it will hold its original color and shape for years despite harsh climate conditions, and also have sufficient flexibility to expand and contract as needed in changing climate conditions.  Low quality acrylic can warp and crack when exposed to an environment with substantial temperature fluctuation (like a hot summer followed by a freezing winter.)

At Direct Sign Wholesale, we use 3/16” colorfast acrylic. Some of our competitors use 1/8” imported acrylic. How will your customer’s channel letter sign look when the faces have faded and/or cracked?

ACRYLIC POLYURETHANE PAINT

Did your channel letter return or raceway require a custom paint color? If so, what kind of paint was used? Some of our competitors use latex house paint, which will crack, peel and fade over time. Insist on high grade acrylic polyurethane paint – this is what we use at DSW. That grade of paint will keep your customer’s channel letter sign looking excellent for years, and continue generating future referrals from your customer.

USER FRIENDLY HANGER BAR

Has your customer specified raceway mounting? If so, check to see if your vendor provides a raceway hangar bar, like the one pictured below. A hangar bar makes the channel letter sign installation much simpler. Without one, your installation company will actually have to get inside the raceway for installation, and that can lead to loose wiring (and a more difficult installation.)

Channel Letters Hangar Bar

 

Also, what material is used for the raceway and channel letter returns? We use strong, lightweight aluminum. Some other vendors use steel which can rust and is heavier to install.

PRODUCTION PROCESSES

Last, how is your channel letter sign produced? Are the manufacturing techniques consistent, lean and quality controlled? At Direct Sign Wholesale, we use the same procedures and personnel to assemble each sign. Our competition frequently has different personnel using different day to day production techniques, and the channel letter quality varies accordingly. We also do all of our assembly work here in the U.S. at our Colorado production facility – none of our assembly is sub-contracted.

WHAT IS THE POINT?

The point is that we are trying to help you prosper as a professional sign company  for the long run. Channel letters are often your customer’s “signature sign”, meaning their primary, “first look” business sign. Channel letters often make the difference as to whether a prospective customer will patronize a business location or pass it by. It is not the right sign to skimp on. Well-built letters are well worth your client’s time and investment – and will lead to future sales and referrals for you.

 

 

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How To List Your Sign Business on Google Places

Where do you go when you want information about a business?

The Yellow Pages? Probably not. Many people no longer use that media.

More than likely, you type the business name into a search engine, like Google or Yahoo! Then you find out not only the phone number, but also other information– like a facility photo, customer reviews and other key information. Much more breadth of information than you would have received from a phone book.

So how about using that for your sign business? Whether you have a company web site or not, your business name needs to be visible when someone searches on your business name.

GOOGLE PLACE PAGE

For example, how can you help your business name get listed on the Google results page? Google is the leading search engine, and your business needs to be visible on it.

The answer is to set up a free Google “place page”. This is a cost-free business listing service from Google maps, and you should use it to promote your signage business.

GET YOUR SIGN BUSINESS LISTED – FREE

What are the steps to get this done?

First, search for your business name on Google, and find out if your business already has a places page (even if you have not yet set up your own place page, Google will sometimes set up a default page for you.) Do this by searching on your business name followed by your city or town name, like “Acme Signs Minneapolis.”

If you don’t see a place page listing for your business in the Google search results, then try your business name followed by your zip code, like “Acme Signs 55418.”

If you still don’t see a place page listing, then your business is probably not listed in Google Places and you need to create a new one. If Google has created a default place page for your business, you’ll want to edit it and add more information.

So go to this link and click “Get Started” under “Claim your business listing”: http://www.google.com/places

You’ll need a free Google account to add or edit your place page listing, so create that now if you don’t already have one. Then, go in and input your Google Place information. One tip – when Google wants to verify that you are the business owner by contacting you (either by mail or phone), select phone! The call comes in immediately and speeds along the setup process.

OPTIMIZE YOUR PLACE PAGE LISTING

Then, once you’ve set up your basic page, optimize your Google places listing. Fill in the types of sign products you carry, your business hours, phone number, etc. By the way, if you have both an 800 number and a local phone number (with a local area code prefix), I’d suggest using the local number. That is an additional signal to Google that your business is local.

POST YOUR SIGN PROJECT PHOTOS

Also, if you have photos of completed sign projects, post them! Use this free showcase to show your company capabilities. We have several photos of channel letters on the Direct Sign Wholesale place page, along with some other photos that Google pulled from our blog. You can also add videos.

The description field gives you another opportunity to describe the types of signage you provide, along with your company attributes. For example, you might say here “Dan’s Sign Company provides channel letter signs, monument signs, pole signs and pylon signs. We offer fast service, reasonable prices and professional installation.”

Then publish your place page. Once you do, you’ll see on your page that it is an “owner-verified listing”. That gives your place page more credibility, since anyone viewing it will know that you have gone in and placed your own company information. That is better than the default info that Google will create for you, and the viewer will know the listed information is accurate.

So use this excellent free promotional tool for your sign business. Using this tool does not guarantee your business name will appear on the search results page, but it helps. Put up your business sign on Google places.

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Customize Your Way to Signage Success

Your client just said “I’d like for the daytime appearance of this channel letter sign’s letters to be white, but at night they need to be red.” What is your response?

This is easily done. It is possible for your client’s sign to have a distinctly different day/night appearance. And the key to that difference is perforated vinyl.

Each channel letter project involving vinyl is actually a “triple handshake” – the letter set’s day/night face color appearance is a function of:

  • Illumination color
  • Acrylic (letter face) color
  • Vinyl color and type

It is this combination that determines the day/night face appearance. Obviously, the letter face’s appearance during the day will be the vinyl color, but the night face appearance can be substantially different.

BLACK DAY APPEARANCE/WHITE APPEARANCE AT NIGHT

Here is an example. Your client wants the letter faces to be black during the day, but white when illuminated at night.

Using this sign component combination:

  • White LED
  • White acrylic
  • Dual-color black perforated vinyl

The channel letters will then have this day/night appearance:

Channel Letters Day and Night

Or, suppose your client would like their letter faces to be white during the day, and red at night. You would need to specify this letter component set:

  • Red LED
  • Red acrylic
  • White perforated vinyl

That would give you this day/night letter appearance:

Channel Letter Day and Night Diagram

STANDARD CUT VINYL (NON-PERFORATED)

Standard cut vinyl (or “Graphic Film”, as 3M calls it) also gives you multiple ways to customize your client’s channel letter sign. The vinyl color selection is larger than it is for acrylic. Also, if you have a client that “wants to get as close as possible to this PMS color”, vinyl can help you to meet that client’s color preference. Check our vinyl color chart for details. Also, check the acrylic/vinyl configurations below.

REVEAL AND BORDER CHANNEL LETTER CONFIGURATIONS

Vinyl does not necessarily need to cover the entire letter face. You can further customize your client’s letter set appearance by using a Reveal configuration – that looks like this:

Reveal Channel Letter Configuration

Another possibility is a Border configuration, where the vinyl is applied only to the letter face edge:

Border Channel Letter Configuration

So remember your channel letter face colors are not restricted to the standard acrylics palette. A substantial list of vinyl colors are available to change the letter set appearance both during the day and at night. That flexibility can help you please a picky client and make the sign sale.

 

 

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Because Your Sign Proposal Needs to Be the Best

Your client just showed you the location of her new channel letter sign. It is perpendicular to the roadway, which is good, but it is on a busy street in a commercial district. How do you determine how large the sign’s letters should be for optimum effectiveness? And how can you use that calculation to make your sign proposal stand out from the others?

You may already know the old rule of thumb for calculating sign letter size: 1” of letter height for every 50’ of reading distance. But that equation assumes a controlled reading environment, like an Optician’s office. Signs are not typically situated in such a stable location. It is usually a busier and more chaotic environment, and often the sign will be read from a moving vehicle.

For determining optimum sign letter size, another factor to keep in mind is the aging of the population. Some people’s vision conditions become more acute with age. That decreased level of vision makes it all the more difficult for them to read a sign. Also, the signage environment has never been more competitive and complex than it is today. That means letters that are too small can kill your customer’s sign effectiveness. This applies to all letter types – not just channel letters.

So a better guideline is 1” of letter height for every 25’ of sign reading distance for maximum impact.* Maximum impact means not only easy readership in a busy signage environment – it also means a person who has read the sign has time to react to it and safely pull their vehicle over and drive into your client’s business location. So how do you figure out the “maximum impact” channel letter size when the sign will be typically be read from a moving vehicle?

Here is the professional way. First, get the following data:

* V = Average vehicle speed on the street where the sign will be located (use the speed limit, and change that speed to feet per second using the web site listed below)
* N = Number of words/symbols on your client’s sign
* DT = Decision time (use 4.2 seconds – see below)
* MT = Maneuver time (use 4.0 seconds)

Highway literature typically reports that once a sign has been read, drivers need between 4.2 and 7.0 seconds to make a decision to react to a sign, and an additional 4.0 to 4.5 seconds to safely maneuver their vehicle through traffic and stop (as a rule of thumb, use the lower end of both of these estimates.)

This web site has a free MPH to FPS calculation:
http://www.calculatorpro.com/miles-per-hour-to-feet-per-second-calculator

Here is your formula for the number of seconds necessary to read the sign, react to it and then pull the vehicle over: (N * .33) + DT + MT

For example, a 3 word sign would take a total of 9.19 seconds for an average driver to read the sign, make the decision to react to it and then maneuver their vehicle to stop (.99 + 4.0 + 4.2).

Here is your optimum reading distance formula: FPS * ((N * .33) + DT + MT) = optimum reading distance for maximum sign impact

And here is an example sign scenario:

* 25 MPH speed limit
* 3 sign words (3 words * .33 per word = .99 seconds for average reader to read the sign)

25 MPH speed = 36.67 feet per second (FPS)

Here is the calculation to find the optimum sign channel letters size:

36.67 * ((3 * .33) + 4.2 + 4.0)) = 336.99 feet optimum reading distance

336.99 feet/25 feet per inch of letter height = 13.48 inches letter size

So in this scenario, your client’s sign channel letters need to be about 13.5 inches tall for maximum impact.

Make this calculation a part of your sign sales proposal – you’ll probably be the only one who does. And use it to persuade your client that this is indeed the correct letter size to give his sign maximum impact. He will thank you for that later – and buy more signs from you in the future.

*Charles R. Taylor, Thomas A. Claus and Susan L. Claus, “On-Premise Signs as Storefront Marketing Devices and Systems”, 2005. Pg. 8.2.

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The Fast Way to a Sign Permit

Your client is ready to pull the trigger on your proposed sign. It is all good except…you need to check with the city regarding sign code requirements in your client’s area. What is the best way to get a sign permit quickly?

The answer is to cover your bases in advance. This post outlines some smart steps to help speed your permit application approval.

FULL DISCLOSURE: This post does not necessarily cover all of the items needed to obtain a sign permit in your operating area. Different areas have different requirements, and either more or less information may be needed. Also, this post uses a wall mounted channel letter sign as an example – other sign types may have more or fewer permit requirements.

CHECK THE PROPERTY OWNER’S REQUIREMENTS

So, the city says your channel letter sign is fine as it is? Terrific. But what about the property owner? They may have a differing requirement. It is imperative to get any and all property owner sign requirements prior to approaching the city for a permit.

The smart strategy is to take your detailed diagram of what you have in mind and show it to the owner. Show them your details, colors, specifications, everything. If they approve of what you have in mind, then get a signed letter stating that they have reviewed your sign’s design and are OK with it. Some cities are now requiring a copy of this letter prior to reviewing a sign permit application.

Another item to find out from the property owner is how much space was originally allocated to your client’s sign. The final development plans will often have this information. Check that your initial design footprint does not exceed the space allocated to your client’s storefront.

GET A USE PERMIT

What else should you have in your bag of permit tricks? A use permit (also known as a “for use permit”.) This document states the city is aware of the business activity that will take place at your client’s location within that city zoning area, and is OK with it. This document is sometimes required to process a sign permit.

SETBACK

Another item you may need is the setback of your proposed sign site. A setback is the distance from the property line to the front of the building. This information can usually be supplied by the building owner or their authorized representative. The city may also have this information. The final development plan (or the FDP) is a public record document that will have this information.

LINEAR FRONTAGE

This is the straight horizontal width of the storefront. If your client intends to occupy more than one storefront (adjacent spaces), then you need to measure the distance of all the spaces your client will occupy.

SIGN ARTWORK AND DIAGRAMS

Take a copy of your detailed sign artwork, including all colors and dimensions. It may also be helpful to take a photo simulation of your proposed sign (If you have a JPEG image of the building, you can use our channel letter Sign Builder to produce a photo.)

Another helpful information item is an exploded sign diagram. Our channel letter cut sheet diagrams may be helpful.

SQUARE FOOTAGE CALCULATION

The next item you will need to calculate is the wall footprint of your channel letter sign. By a “wall footprint”, I mean the sign’s square footage on the wall. And here is the kicker – you must check with the city on how they measure sign square footage.

Some cities will measure sign square footage like this – a simple rectangle is outlined around the channel letter sign:

Channel Letter Square Footage Calculation

Channel Letter Square Footage Calculation

 

Total square footage = 120.02/12 (10ft.) * 28.75/12 (2.4 ft.) = 24 square feet

Other cities measure it like this, eliminating the “white space”:

Alternate Channel Letter Sign Square Footage Calculation

Alternate Channel Letter Sign Square Footage Calculation

When that is the city’s method, separate the individual areas of the sign into boxes as the above example shows. That gives you this:

Final Channel Letter Square Foot Calculation

Final Channel Letter Square Foot Calculation

Then your square foot calculation is simple. It comes to:

2.4 + 2.7 + 1.9 + .4 + .6 + 3.9 + 6.2 = 18.1 square feet.

Other cities may have different methods of square foot measurement – these are just 2 examples. Always check on how your city calculates this number.

You may also want to use an outside sign permitting company. If you don’t have time to find out the details of how a given city does their permitting, these companies will assemble all of the details necessary for you to obtain a sign permit. Here is one vendor:

http://www.signcodeinc.com

APPROVAL FROM ADDITIONAL AUTHORITIES

Here is another item to check on. Does a sign permit at this location require approval from more than one entity? There are locations that require approval from more than just the city.

For example, in some cities you must have approval from both the local “Architectural Planning Committee” and the city itself to receive a sign permit. And you must get the Architectural Planning Committee’s approval first – only after you have that approval in hand can you approach the city.

NIT CALCULATION

Last, find out if your city requires a NIT calculation (NIT is a measurement of the sign’s illuminance level, or light intensity.) Once again, your area may or may not require that – check to be sure. If needed, the NIT figure can be supplied by the sign’s manufacturer. If you made the sign yourself, check with the illumination manufacturer.

So your punch list of critical sign permit approval items is:

  • Property owner sign requirements and original sign space allocation
  • Signed letter of approval from property owner
  • Use (or for use) permit (if necessary)
  • Building setback
  • Linear foot measurement of storefront
  • Sign artwork and diagrams
  • Sign square footage measurement (using calculation procedure supplied by city)
  • Approval from other city/county entities (if necessary)
  • NIT calculation (If necessary)

Completing this list gives you a good chance of fast permit approval. Half the battle is checking on which items are needed by the owner and city, and gathering those items as far in advance as possible.

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How To Reduce Signage Fatigue

We’ve talked about the ongoing value of signage in this blog before. We’ve also presented compelling evidence that signage provides an ongoing reminder of the existence of a business and the products and services sold.

But how do you combat “signage fatigue?” That is the tendency of a consumer to “tune out” a sign that they drive past each day. Once a consumer has seen and read a sign once, how do you persuade that consumer to look at the sign again? And again?

A clever design may help. But even an innovative design can experience signage fatigue when a consumer has been repeatedly exposed to it.

The answer lies in an advertising and copywriting principle. That principle is NEWS. People tend to read something new. Particularly if the new information has value to them.

So how can you incorporate news and new information into a sign? Make at least part of the sign changeable and updateable. Give part of the sign the capability to present useful new information presented in a user friendly and quickly accessible manner. That can help to generate repeated and ongoing sign exposures.

Here is a one approach that can help. Place a message center area on part of your client’s sign. A professional message center can definitely help with the signage fatigue issue.  A message center can have information as simple as the time of day, or have a much more elaborate set of information like news and headlines.

Another message center benefit is the capability to demonstrate a company’s community involvement. For example, if a local high school team has an important upcoming game, the message center can state the company’s support for the team.

The brightness of today’s LED technology can also make any sign stand out more than a sign without a message center.

Message centers can be integrated into many sign types. For example, this monument sign design includes a message center area with easily legible and useful information:

Hybrid signs (including  designs with channel letters) can also have message center elements. This monument sign has both channel letter signage and a small message area.

Monument Sign with Channel Letters and Message Center

Pole signs can also incorporate message center elements:

So consider making part of your client’s sign easily changeable, and integrate a message area into your client’s sign. It can make the difference between signage fatigue and repeat viewings.

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Why You Should Outsource in This Uncertain Economy

What will this economy bring tomorrow?

If you’ve asked yourself that question recently, you are not alone. You’ve probably come up with the same answer as everyone else: I don’t know. What I do know is that some big question marks are still out there. We are not out of the woods yet.

For example, first quarter 2011 US GDP growth was a meager 1.9%, compared to 3.1% for 4th quarter 2010. Opinions vary on what the second quarter will bring (that data is released on July 29), but the overall sentiment seems to be one of caution. The Wall Street Journal recently polled its readers about the “strengthening of the US economy in the second half of this year”. 73.7% of their readers did not feel the economy will strengthen in the second half.

Other factors include persistently high unemployment (another high report last week of 428,000 jobless claims), and fluctuating gas prices. Make no mistake – this continues to be a tough economic environment.

Given that situation, is this a favorable time to ramp up your production level and add new personnel? Or is it a time to outsource at least part of your production? A while back, our e-newsletter reviewed some of the direct and indirect costs associated with internal sign production. This seems like a good time to review those facts.

Internal production costs include:

Higher payroll – Increasing your production capacity can mean adding personnel to staff the production equipment. That can add a significant layer of additional costs.

Your Time – Your time is valuable. So is your employee’s. What is your cost for the time spent on purchasing raw materials? Purchasing means spending time on negotiations, making and receiving vendor phone calls, placing the actual orders, and sorting the delivered materials into inventory.

Inventory – Where are you going to keep all of your raw materials? And who does the accounting for how much you have of each necessary component, and is responsible for reminding you (or your ordering employee) when a component supply needs to be refilled? We’re talking both time and floor space here – a double cost.

Manufacturing Errors – This one is particularly costly. Suppose you are making a channel letter set, and your shop produces the wrong face sizes. By the time you realize the mistake, the faces are finished and the trim caps have already been applied.

You know the nightmare that kicks off at that time. You must use new acrylic sheets to make the correct size faces (hopefully those sheets are in your stock; otherwise you may pay an additional charge for an emergency delivery.) Then, all of the trim cap must be re-cut and re-applied. The bottom line? Goodbye profit.

This does not occur with a quality outsource partner. If they make a production mistake, that is their problem – not yours. Your product cost is FIXED.

Worker’s Compensation – This cost obviously varies by state, but over time it can add up to a considerable piece of change. Particularly if you produce in a state with one of the higher worker’s comp rates.

Inventory Again – How much cash do you have tied up in unused raw material inventory? If you have some raw materials that are gathering dust, that cash would be better used elsewhere.

Your Time Again – How much more product could you sell when you get rid of the time spent on all of the above activity? Your sign business makes money when you and your employees are selling – not when you are spending time managing people, materials and machinery. Outsourcing your production opens up your selling time – which is something you need more of in this slow economy.

The bottom line: is this unpredictable economy the right time to be adding to your payroll and production capacity, or is it a better time to outsource at least part of your production? A quality outsource partner can be a great asset in this time of economic uncertainty.

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Which Sign Format is Best for Impulse Businesses?

Your prospect is building a new car wash, and she is asking you for the most effective sign design for a “business of this type.” What do you tell her?

You know one thing immediately. A car wash tends to be an impulse purchase. So what features should an “impulse purchase” business sign (channel letters or otherwise) have?

First, remember the definition of an impulse purchase. It is an unplanned (or spontaneous) consumer transaction. Impulse purchases tend to be made when a consumer has left their household for another reason, but then make an impulse purchase during the trip.

What are some impulse business types? Here are a few:

• Car wash
• Convenience store
• Bar
• Fast food restaurant
• Service/gas station
• Value hotel/motel

What do you tell your prospect? First and foremost, an “impulse business” sign needs to be quickly readable and understandable. The sign must telegraph the product or service offered without delay. A sign that is unclear for any reason is a huge negative for an impulse-oriented business.

So, an impulse business sign is not a time to get “artistic.” Your initial meeting is an excellent time to tell your client that their sign needs to be a simple and straightforward communication tool. If the business is dependent upon drive-up traffic (instead of foot traffic), then the design must also give the driver sufficient notice time to pull over and make the turn.

What other features can help an impulse purchase sign to be effective? A graphic or symbol that quickly identifies the item sold. For example, a fast food restaurant sign could include a hamburger or hot dog graphic. A car wash might have an image of a sparkling clean car.

One other feature that may help your client’s sign is a single short copy line stating the business name and product/service offered. Such as “Steve’s Grill – Denver’s Best Burgers.” AND THAT IS IT. No fancy scripted fonts, no tricky color combinations, no additional copy. More sign features and copy may be OK for another business type – never for an impulse purchase business.

Last, what other piece of content MUST be included on the sign? Your client’s logo. A logo is the “puzzle piece” that ties together your client’s entire marketing communications program including print, internet, business cards, letterhead, etc.

With these ideas in mind, which of these two signs do you think is more effective?

What is your fast design summary of an effective impulse business sign? It has:

• An easily readable font
• Primary word(s) state the product or service offered
• Clear and distinct letter to substrate contrast (channel letter signs are an excellent option)
• Minimal copy
• Company logo
• (For road signs) Font size large enough to provide sufficient driver notice time
• (Optional) Graphic indicating product or service offered

Using that list will give you a satisfied client who will come back in the future. Then you will further grow your sign business and get more referrals. Life is excellent.

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Which Sign Color Combinations are the Most Effective?

You already know that a sign must have acceptable contrast to be effective. But what are the best color combinations for both contrast and legibility?

Check the chart below for a fast reference* (click the chart for an enlarged version.) Using these sure-fire sign color combinations will keep your client coming back to you for other signs. These combinations are applicable to all signage types – not only channel letters.

Sign Color Combinations
(Click the image above to see a larger version)

Note one simple and consistent combination theme: contrast. Each letter set has a clear and distinct contrast from the background color.

Also, picturing the chart background color as the building façade color is helpful. Then it is easy to select the correct combination. That puts you right in the effectiveness “kill zone” – you know the colors you’ve chosen for your client’s sign will work.

Note also that many of these combinations involve the colors yellow and/or red. As we covered in last month’s e-newsletter, those are high wavelength colors which are also more legible to older adults (see last month’s post for color wavelength information.)

Use this chart to make your client’s sign more effective. That will ensure future business from that client, and also encourage referrals.

*Claus, K.E. and Claus, R.J. Visual Communications Through Signage. Volume 1. Perception of the Message. Signs of the Times Publishing Co. 1974.

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