Although our world is becoming more digital, it doesn’t mean your customers should discount the benefits of physical signage. According to a 2012 study conducted by FedEx, 76% of customers are likely to enter a store they’ve never visited before based on its sign alone. Of those customers, nearly 70% actually completed a purchase once inside. Without an eye-catching sign, your clients could be losing out on a huge chunk of profit.
Effective Signage Ideas
Think of some legendary brands like McDonalds, Apple, or Starbucks. If you’re like most people, it’s probably easier to picture these brands’ visual logos instead of their stylized scripts. And that’s no coincidence.
Your signage client wants to know the best color to include in their new restaurant sign. The restaurant is fast/casual dining. What recommendation would you make?
Red should be high on your list. Why is red such an appropriate color for this business type?
First, red is a primary color that increases enthusiasm and stimulates energy. This quality alone makes it particularly appropriate for fast food restaurants.
You’ve probably heard the old axiom that people buy things emotionally, but then justify them logically. That applies to signage as well, including channel letters.
Which emotion would often be associated with a signage purchase? Pride. The emotion that often results from owning a successful business. The emotion of pride is closely linked to what this Harvard Business Review article calls “identity value.”
Why Red Should Be on Your Night Visibility Color List
Your client just asked you for a color that has good night visibility. What do you tell them? A while back, we discussed white as a high visibility night color. Red is another contender. But why? Here is the answer. The cones of the human eye are clustered in the center of the pupil. The eye has three types of cones – red receptive, blue receptive and green receptive.
More Effective Signage in a Single Step
You know one of the standard problems with installing effective signage. It is “drown out”, or the tendency for a single sign to become inconspicuous in a competitive signage environment. How can you make your customer’s channel letter set stand out and be noticed?
Use this trick from the art world. Complementary colors. We’ve touched on this in a previous post and it is time to briefly revisit it. This idea works for daytime sign viewing – it will not help at night.
Your customer’s channel letter sign will be in a crowded and distracting sign environment.
What is an effective color combination to use to get your customer’s fair share of attention? Keep it simple. Red face with a black return and trim cap is hard to beat.
Why is that a good combination? First, the color red is powerful. It has a long wavelength on the color spectrum.
Red also tends to appear to be closer than it actually is, so it grabs our attention first (that is why red is used in traffic lights.)
What is a simple way to increase the probability that a channel letter sign will be effective?
Here is one easy way: make sure your client’s sign ranks high on the legibility scale. Not the readability scale, the legibility scale. They are two different things.
Here are two quick definitions: legibility is the ability for a person to read something without effort. The typeface does not require a mental “translation” – it is quickly comprehended.
A recent post of ours detailed the benefits of a good first signage impression. A consumer’s positive initial impression of a business location is partially obtained from high quality signage. But what is signage quality exactly? This excellent study from Dr. James Kellaris and BrandSpark mentions that in 2013 34.8% of consumers report they have been drawn into an unfamiliar store based on the quality of the store’s signage (that is your foot traffic source.)
What is a Backer Panel?
Backer Panel Definition
A backer panel is an optional channel letter sign feature that can help to optimize the appearance of your customer’s channel letter set. These structures are also known as backing boards, backer plates or simply backers. A backer panel is basically a flat structure mounted behind the sign letters - like a picture frame. Panels are typically painted a color that is selected to display the sign most favorably.