Graphics and signage communicate your store image. They can be used to educate customer’s store. Graphics and signage should present a uniform level of quality. The purpose of a marquee, or exterior sign, is to gain the customer’s awareness and announce the store’s identity. Well- designed marquees, however, can communicate far more than words it carries. These are designed to draw customers into the store through visual appeal and physical convenience. Signage sets the tone for the store. Despite a picture being “worth a thousand words,” some display persons and store designers-like men who wear belts and suspenders- want to be sure that the message is read as well as seen, so they add some words to the graphic display. The fewer words the better: the more simply stated, the more effective! Do not complicate matters or confuse the shopper. There is a negative side to signage and it can apply to graphics as well. It is a case of visual clutter: a window or a store swamped, smothered, and overcome with signage. It is a bombardment of messages and a paper blizzard that chills and then kills the senses. Instead of informing, this barrage has a negative effect and turns off the shopper. Shoppers equipped with their sales oriented antennae just need a few good and clear clues and they will figure out what is going on and where it is happening. The excessive signage may hinder rather than help the shopper in search of bargains.
Graphics combined with some signage can be an effective twosome in the window display. The colours used, the style of lettering, the artwork, and the materials all can further the store’s and the products’ image as well as complement the overall design of the store.
This signage can compel individuals who have never entered the store to visit for the first time and encourage past visitors to become repeat customers. The window offers a preview of the product, as well as an instant image of the store. Many stores uses large posters, photo enlargements or other large graphics in their windows with items placed nearby. This approach offers a clean dramatic look. Large graphics should be able to be seen from 20 feet away and be immediately recognisable to an individual walking by. These oversized graphics are currently a popular display prop because recent technological advancements have reduced the cost of producing them. Large graphics can reflect product style. For instance, if the store sells children’s products, like educational toys, a blow-up of a little red schoolhouse or a college campus as a backdrop for the merchandise. Large graphics can suggest a lifestyle or how your products are to be used once purchased. For example, a graphic of a family enjoying the outdoors can be placed behind picnic or beach items that you might have for sale. Repetition of large graphics in one window, various windows or throughout the store in various sizes serves as a reminder of a particular product creates a dramatic effect and draws customer from the windows to the store.
These can show brand identification of specific products, identify classifications of products within the store, and, depend on the size of the store, offer direction to various departments. Interior signage can be a medium for promoting the campaign, previewing a product “coming soon” or announcing an upcoming event like a book signing, demonstration, or a holiday promotion.
This signage can set the tone for a special campaign. They educate by announcing a sale, promotion or discount. If selling a brand- recognised product it may be beneficial to highlight that product with a small strategically placed sign of its logo near the product.
Types of Signage
Signs get human beings organised through direction and education. Without signs, we are lost. How many will new customers enter your store this year and be unable to find what they’re looking for? What signs are ideal for your retail establishment? How do we obtain effective signage? Before addressing how to create the “perfect” sign, we’ll focus on the importance of signage at four different levels: directional, departmental, marketing and information.