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.

Use those principles to make your sign more effective.