Infinity Signs Newsletter September 14th, 2015 – Marketing Materials and Effective Signs
Tips for Creating Effective Signs
Nothing is more instrumental to drawing in customers and communicating value of products and services than signage. A company’s signs serve many different essential marketing functions for the business. Ultimately, a professionally designed, aesthetically pleasing sign could make the difference between a successful business and one that is struggling to gain and keep customers.
The primary purposes of signs are to identify the business and provide information about it. A sign, first of all, pinpoints where the business is physically located so that customers know they are in the right place. Without a sign, individuals could walk or drive by the business without being aware of its presence. Signs also communicate what the business is all about. Relevant language and logos let customers know what products and services the business offers.
Signs also serve to build recognition and awareness among potential customers. Signs are a part of a company’s larger marketing efforts to create a unique brand and to distinguish itself from competitors. Your signage helps people recognize your company and then persuades them to take advantage of your products and services. Signs entice customers to make purchases.
Since signs are extremely vital to a company’s success, it makes sense to ensure that your signs are effective in creating a positive customer experience and increasing sales. After all, you only have three seconds or less to attract a customer’s attention. Once that attention is lost, it is difficult to regain it.
Before you begin to design your sign, here are some questions to ask yourself:
- What is the primary purpose of this sign? What will it be used for?
- Where will this sign be located? Is it primarily for indoor or outdoor use?
- How much time does the viewer have to read this sign?
- What are the local restrictions, if any, on the design or placement of the sign?
- What is my budget for the sign?
In addition, there are several principles to follow when considering the development of business signs. The first is simplicity. The message that the sign conveys must be simple and to the point. Consequently, a sign may only need your company’s name and logo to be effective for announcing the presence of your business. Keep the number of words to a minimum, if possible, and make each word count. Of course, the sign’s function will determine its message. A billboard might need to include a little more information like how to contact the business.
Whatever the function of the sign, it needs to be readable. The readability of the sign has to do with colors and font. The use of color must be carefully considered because too much color will make the sign appear too busy while not enough color will make the sign too bland. A cluttered design will cause the overall message to get lost. Passersby need to be able to differentiate the sign from the surrounding environment so the colors must contrast with each other and the sign’s background.
There should be enough contrast in the sign’s design so that it can be noticed. The design should make enough of a powerful statement that it grabs the customer’s eyes in a quick glance. Plus, too much information on the sign is a turn off. Too little information will not cover the gist of the business. The sign should be memorable so that others can easily recall the location and services of the business. Mixing things up periodically can also help keep your customer’s attention. Try changing the sign’s message, colors, size, or shape periodically.
Readability also has to do with making sure that the sign is placed in a conspicuous location. Outdoor signs need to be placed as close to the street as possible and be free from anything that might obstruct the view of passersby. People of all ages should be able to read the sign at all hours of the day and night. The sign should also be sized appropriately so that it can be viewed from a distance. The general rule of thumb is one inch of letter height for every 10 feet of viewing distance.
Overall, the design of the sign needs to be consistent with other items that promote your company’s branding. It is helpful if other business materials have the same design and colors as your signs. Many business owners even stick to the same color schemes for the inside of their stores. Consistent branding like this creates a more powerful message to your target audience and potential customers.
The professionals of Infinity Signs are knowledgeable and experienced in the creation of effective signs for businesses. Our graphic designers are able to produce pleasing signs that will help to capture the attention of potential customers so that your company can be successful.
5 Print Marketing Materials to Promote Business
Every business owner knows that he or she must regularly bring in more customers to be successful. Customers are what keep the business up and running. As a result, one of the most important activities that companies must engage in is marketing materials. Marketing materials can take many different forms, and print advertising is a key component of any marketing strategy.
The problem is there are many different choices when it comes to print advertising. Business owners can easily get confused by all of the options for print marketing materials. Plus, print advertising represents a significant investment in time and financial resources. It makes the most sense to invest in those forms of print materials that will produce maximum effectiveness.
Here are five kinds of print marketing materials that every business owner needs:
- Business Cards – Business cards serve as the foundation of business promotion. Cards are inexpensive to make and can be easily carried in a purse, wallet, or briefcase to be handed out when the need arises. Business cards are a simple way to communicate what the business is about and provide contact information.
- Brochures – While business cards are quick and to the point, brochures give a little more information about the business and what it offers. Brochures are tangible representations of the business that people can hold onto and refer back to when needed. They are also handy for displays and expo booths.
- Promotional Items – Promotional items that contain the business logo and contact information can have a large impact. These items are portable and have a tendency to travel as they are passed from one person to the next. The key is to choose items that are functional like pens, cell phone chargers, and mugs so that they actually get used.
- Posters and Banners – Posters and banners can be used for a variety of purposes. They can be hung outside of your business to announce its presence, used to decorate tradeshow displays, used in conjunction with directional signs to lead customers to the entrance, and much more. They can be placed pretty much anywhere.
- Letterhead and Envelopes – Even in this digital age, a professional letterhead and matching envelopes give a business legitimacy. High quality cardstock and envelopes make a good impression for sending out letters and invoices.
For help choosing the best print materials for your marketing efforts, contact the professionals at Infinity Signs. We work with businesses of all sizes to create promotional marketing materials from start to finish.
Making Signs Last Longer
Interior and exterior signs are valuable marketing tools for businesses. They are also big investments for business owners. Unfortunately, signs have a tendency to wear out or break down over time. Signs are often exposed to the weather and other elements. Some of the most common sign repairs are the result of storm damage and fading.
Proper sign maintenance will help a sign last for years to come. Of course, the amount of sign maintenance needed will depend on whether the sign is interior or exterior. In general, exterior signs need to be maintained more often because they accumulate more dirt, dust, and grime.
Cleaning is an essential component of sign maintenance. Signs need to be cleaned at least once a year if not more often. Cleaning involves the wiping of the sign’s surface with water and a nonabrasive cloth. What you use to clean your sign depends upon the sign’s construction material. For acrylic signs, it is important to never use cleaning agents that contain harsh chemicals or ammonia. Lukewarm water and clean, soft, nonabrasive cloths are best for acrylics.
Maintaining the cleanliness of a vinyl vehicle wrap is vital to extending its life. It is recommended to hand wash the wrap at least once a week using a gentle automotive detergent. Use an automotive sponge or clean, soft cloth to remove dirt and oil. After washing, rinse the wrap with clear water. It is also essential to remove bird droppings and other stains as soon as possible with rubbing alcohol or warm, soapy water.
Another component of sign maintenance is regular inspection. This is particularly critical for electronic signs. Any burnt wires, cables, and bulbs should be replaced immediately.
Infinity Signs offers sign maintenance and repairs for the signs we produce as well as others. Help extend the life of your sign by contacting us today.