Whether you’re putting a sign on your storefront, you’re posting banners in your windows, or you’re making signs for the purposes of advertising around town or attracting patrons to your booth at a trade show, there’s actually a lot more that goes into sign creation than you might expect. Promoting your business requires you to have a clear mission and brand image, not to mention recognizable visual elements like your company name and logo, or even a specific color or color scheme associated with your brand (think T-Mobile Pink). And you have to think about what, exactly, you’re promoting. Is it just your business, or are you making signs for a product launch, a new service, or an event? If you want to spend your promotional dollars wisely, there are a few things to consider before you create new signage.
- Intended usage. How you plan to use your sign could have a definite impact on the scope of work to be completed. If, for example, you want promotional signage for your store windows, it’s probably going to be very different than what you might create for a trade show, just for example. The dimensions, the content, and the amount of money you’re willing to spend could depend largely on the type of use you’ll get from a sign, as well as how much use you can get out of it.
- Color and font. You obviously want your promotional sign to be attention-grabbing, but you also need to make sure it is in keeping with your brand identity. This may mean using your approved brand colors, or it could just mean avoiding anything that wouldn’t jive with the image you’re trying to project or that might offend your target demographic. And of course, you don’t want to select colors that clash or a background that competes with the foreground, making your message difficult to see.
- Graphics. A picture is worth a thousand words, so using graphics on your signage is bound to convey your message more succinctly than a wordy diatribe. And you might want to think about including a QR code that can take people directly to your website or other online locations when they snap a pic with their smartphone cameras.
- Visibility. The size of your sign is important when it comes to visibility, as is the size of any lettering you want to be legible from a specific distance. Do you want the signs in your storefront to be visible to cars passing by or only to foot traffic? Are you placing your promotional sign on the side of a downtown building offering advertising space so that people on the freeway can see it? And what level of detail will still be seen from different distances? These are all important questions to answer since visibility is the whole point of creating signs.
- Message. If you’re looking to promote your business, the professionals at a reputable and reliable establishment like Kachina Sign Center can do a lot to help you when it comes to selecting the size, materials, and layout for your sign. But they can’t necessarily come up with the content for you. As the business owner, you need to know what you hope to accomplish by posting signage in your store, at trade shows, and so on. From there an advertising firm may be able to help you finesse your message, but if you don’t have an idea of what you want viewers to take away, your sign isn’t likely to help you accomplish your goals.