Signage refers to any kind of visual display that relays information to people. They can be seen in the form of brand logos, wayfinders, advertisements, or more. Signage is often the first form of interaction a customer has with a brand, and it can help improve customer awareness, brand loyalty, and sales revenues. Businesses can also invest in various forms of media to make their signage stand out from the crowd.

Types of signage

Exterior/outdoor signage
This is the most important signage for a business, as it helps attract customers before they even walk into a store. An exterior sign can include things like the store’s name, window graphics, pylon signs, and deals and offers. It is best to keep these signs easily distinguishable, with a font size that is large enough to read from a distance. They can help improve brand recall value, and give customers an idea of what they will find at the store.

Promotional signage
Promotional signs make use of persuasive tones to draw customers’ attention. Generally, these signs include terms like “sale” or “discount,” to entice customers to make purchases. Promotional signs can be put up around the store to guide customers towards certain sales racks, in the form of category posters, clip strips, shelf-talkers, or labels. Businesses can also install pop-up signs outside the store to grab attention toward a sale.

Directional signage/wayfinders
Wayfinding signs are used to explain the store layout to the customers, and to help them find their way around the store. These can include category header cards and banners. In bigger stores and supermarkets, wayfinders also communicate what customers can find in certain aisles or floors, or indicate where the bathrooms, cashiers, and changing rooms are located.

Informational signage
This type of signage is used when more detailed information needs to be conveyed to the customers. It can include things like membership cards, happy hours, rewards systems, or mailing lists. They generally use an encouraging tone to motivate the customer to take the suggested action, instead of merely stating a point.

This may also include safety signs and decals such as general danger, electrical safety, biohazards, chemical hazards, high voltage, or fire escapes. Some of these may be mandated by policy or legal frameworks, so businesses must ensure they comply with the same.

Branded signage
Placing signage from other brands, especially well-renowned ones, can also help you increase foot traffic in your store. This practice is commonly known as brand recognition, and it helps establish trust to build strong customer relationships and improve sales.

Displays
Instead of relying only on racks or shelves to display merchandise, businesses can also consider investing in special displays such as gondola ends, dump bins, point-of-purchase displays, and display cases. These signage-based displays can go a long way in capturing customers’ interests. They can be placed inside the store, or in the store windows as external displays. External displays can be helpful in attracting passers-by, while internal displays are a form of promotional advertising that can help drive sales.

Yard signs
Those looking for easy, temporary solutions for signs can consider this option. Yard signs are made from corrugated plastic, and prints and graphics can be applied on them. They are lightweight and water-resistant as well and are particularly popular among real estate agents as a form of advertising.

When designing signs for businesses or companies, it is important to keep the following tips in mind:

Be specific
It’s best to be clear and concise when communicating details about products, promotions, and deals. This is also known as narrowcasting, where all the information is kept relevant to a specific or niche audience.

Keep it simple
The language needs to be simple, and it should communicate what the reader needs to know within five seconds or less. This message can be conveyed via text, signs, icons, or visual aids.

Use headline text
It is best to format the text, and use hierarchy. This helps readers grasp the message quicker.

Add a call to action
The customer needs to know what action to take once they have read the signage. This is conveyed by a compelling call to action.

Make the sign stand out
The signage design needs to stand out from the crowd. Businesses can ensure their sign boards attract attention by experimenting with fonts, colors, and templates, to make an impact on customers and potential customers alike.

Several companies and dealers work with signages in the country. A few renowned names in the business include Jonco Industries; Techprint, Inc; SmartSign; among others.