Michigan State University Extension
Tourism Educational Materials - 33719792
06/06/02
Signs That Sell
University of Wisconsin
Rice, Frederick H.
33.71
INTRODUCTION
Signs are an important and frequently critical marketing
tool that can be used by the small business owner. All
too often the business person thinks about signs after
all the money has been obligated to fixtures, furnishing
and inventory. And in many communities legislative
restraints or codes are written and enforced by persons
who are uninformed or misinformed regarding the essential
role of proper signs to the success of business.
Signs can serve many functions to aid society. In the
largest sense signs are a form of communication providing
for an economical transfer of information for a variety
of reasons. In this book we will examine the role and use
of signs by small business establishments for:
- IDENTIFICATION
telling the world what a particular business is and does.
- ADVERTISING
attracting people to the business who are interested in
obtaining more information or making a purchase, and
- IMAGE BUILDING
enhancing the credibility of a business through a visual
statement.
A business needs to communicate with potential customers
not only your name but also information such as the types
of products sold, the prices, and your business hours.
Signs provide the vital information needed by consumers.
Even if you use some other form of advertising - such as
radio and newspapers - you must still depend extensively
on signs to reach your market.
The manner is which your business presents itself to the
public and identifies your location and products can be
crucial to your success. It has been said that no one
gets a second chance to make a first impression. Because
of this, business signs especially, communicate far more
than the words upon them. What signs really communicate
and what they really provide for both their users and
their viewers, is a perception of the businesses they
identify. In other words, for good or bad, but certainly
indelibly, signs communicate an IMAGE! Before anyone
enters an establishment, the first thing he knows about
it is the manner in which the sign invites him inside. If
the sign lacks adequate information, or if it is shoddy
or ill maintained, it is reasonable to assume that a
negative image will be projected to all who view it.
Conversely, attractive, legible, quality signage
literally says "Come in and do business - we're ready to
serve you." The cost of good signs must be regarded as a
business investment. Good signs may not guarantee you
success, but poor signs or a lack of signs will certainly
spell disaster.
CHAPTER I IDENTIFICATION
In our schools of journalism, would-be reporters are
taught that the best way to get and hold attention is to
have a provocative headline and then in the first
paragraph tell:
1. WHO did it
2. WHY they did it
3. WHAT happened
4. WHEN it happened
5. WHERE it took place
The signs on or about a place of business serve many of
the same functions as a headline and lead paragraph. They
provide information designed to:
1. GET ATTENTION - if the prospect does not see your
sign, does not understand it or is negatively affected by
it, nothing is going to happen and you will soon learn
that you have wasted money and maybe even offended a
prospect.
2. IDENTIFY THE BUSINESS - in a few words that must be
understood in a few seconds you can let the prospect know
what your business is or does.
3. IMPACT ON THE PROSPECT - cause them to do something,
which may range from retaining the information for future
use or stopping immediately to buy something.
4. GIVE DIRECTIONS - additional information such as
street address, telephone numbers or office hours may be
helpful in encouraging a prospect to take action or make
it easy for them to find you.
HOW MUCH INFORMATION?
When determining how much information should be included
on a sign you must consider first the amount of time that
an individual will have to view the sign. While a
pedestrian might have time to study a complex sign (and
even stop to write down a phone number) most signs are
designed with motorists in mind. Prior to the 55 MPH
speed limit most research pointed out that the average
motorist could comprehend only 5 concepts on the average
sign. At lower speeds this might increase to 6 or 7 words
or thoughts depending on:
-repetition or familiarity with the message
-use of symbols or graphics
-length of words or difficulty of the concept.
-reinforcement by other advertising media
-graphics -- the style and size lettering
-location -- is it at eye level or do angles or
distances (highway setback) make it more difficult to
read?
The rules of sign making dictate that a sign identifying
a business and its location should be noticeable while
simple and uncomplicated.
TYPES OF SIGNS
Sign making is a creative process. Modern technology
gives the sign maker an infinite variety of materials,
colors, textures and shapes with which to create signs
that will be noticed and will stand up to the elements.
When considering a sign the business owner has the
following types to choose from:
Free-Standing Signs
A free-standing sign (also called a pole sign or a ground
sign) is one which is located on the premises of the
business it advertises, but is not actually attached to
the building itself. It is supported by one or more
columns, uprights, or legs and might be set in a stone or
brick foundation or planter box.
High-Rise Signs
Free-standing signs can be supported by tall poles which
enable the sign to be seen from a distance. These tall
signs are known as "high-rise" signs. Tall free-standing
signs offer greater visibility than most other types of
signs and are frequently used by businesses such as
motels and gasoline service stations. These businesses
are automobile-oriented and tend to serve a fairly large
number of travelers who may be unfamiliar with the area.
Monument Signs
Some free-standing signs are built rather close to the
ground; these are also called low profile signs. Some
people feel that such signs create a more subdued
impression than traditional advertising graphics. In
addition, these signs often incorporate the support
structure into the overall design, creating a sign which
is graphically interesting. Some communities restrict the
height of signs especially in congested business areas.
Wall Signs
A wall sign is a sign which is affixed parallel to the
exterior wall of a building and usually projects less
than 12 inches from the building. Usually, it has only
one face so wall signs are frequently placed on two or
three sides of a building.
Wall signs have the disadvantage of being more difficult
to read from a passing motor vehicle than a sign which
faces traffic directly. Because of this, the lettering on
a wall sign has to be fairly large and the sign itself
cannot usually contain as much copy as a sign which
directly faces the street. The advantage of wall signs is
that they offer the possibility of being easily
integrated into the overall architecture of the building.
Wall signs may be severely regulated by local sign
ordinances.
Canopy Signs
A canopy sign is one which is mounted on and supported by
an architectural canopy. If it hangs beneath a canopy, it
is called an under-canopy sign and is usually mounted
perpendicular to the building. Generally, under-canopy
signs must be fairly small in order to comply with height
limitations in the building or sign code. Canopy signs
are often used in shopping centers or mall areas where
one major building structure contains many small shops.
Sometimes canopy signs carry out a design theme in a
large complex of shops and individual stores must conform
to a standard design set by the landlord or an
association of business owners.
Roof Signs
A roof sign is erected on or above the roof line of a
building and is wholly or partially supported by the
building. Like a free-standing sign, it is aimed
primarily at the distant or motoring public. Studies of
the motel industry have shown that, because of the
increased visibility which roof signs can offer,,they are
particularly effective in guiding those unfamiliar with
the area to a location. The cost of roof signs such as
tall, free-standing signs is increased because of the
rigid structure required to support the sign in the face
of high wind loads, yet they might be the most economical
type when the roof top is in an advantageous position in
relation to the traffic flow. This is particularly true
in freeway situations where you get only one chance to a
attract the attention of the driver and direct them to
the exit to reach you.
Projecting Signs
A projecting sign is one which is attached to and
projects from a structure or building face. It is often
at a right angle to the building itself and is almost
always double-faced. Because of these factors, it can be
read by traffic headed in either direction on a street.
Most local sign ordinances limit the size of projecting
signs rather strictly, so projecting signs tend to be
smaller than other types of signs. Projecting signs have
long been used in European and older American cities.
Their use on a street tends to give an area a
cosmopolitan flavor although too many in a confined area
can lead to a cluttered affect if each business tries to
outdo the neighboring signs.
Marquees
Marquee signs are signs which form a part of a marquee or
canopy. Most commonly used by movie theaters, their large
copy area provides room for fairly extensive information.
Marquee signs are also used to create an image and often
employ spectacular electrical and electronic displays and
frequently have changeable reader boards.
Readerboards
A readerboard is a sign on which copy can be changed
manually. It usually consists of a panel on which
individual letters or pictorials are mounted. Like a
window sign, it can advertise special prices or items; in
addition it can be placed so that it can be easily seen
from a passing motor vehicle.
Awning Signs
An awning sign is a non-illuminated sign which is usually
painted or silk-screened onto the surface of an awning
made of flexible material and which does not extend
vertically or horizontally beyond the limits of the
awning. Awning signs offer the possibility of using three
faces for copy. Because they are not illuminated, their
effectiveness is curtailed at night; in addition, their
limited size means that they cannot always reach
potential customers passing by in motor vehicles. Awning
signs have become popular in some areas but you should be
aware that canvas awning signs require considerable
maintenance because the canvas fades from sunlight and is
easily damaged by ice and wind.
Electronic Message Centers
An electronic message center is a sign on which different
copy is shown on the same lamp bank, such as an
electronic or electrically controlled device which
displays the time and temperature or other messages. They
are like a readerboard or a window sign, except that copy
can be changed quickly and efficiently. In addition, an
electronic message center offers the capability of
displaying several messages in sequence. Many businesses
use these signs to display public service messages in
addition to product advertising as a means of enhancing
their public image.
Window Signs
Window signs are usually made of paper and is displayed
from the window of a shop or other retail outlet.
Supermarkets frequently use window signs to advertise
specials, although other businesses also make use of
them. A window sign has the advantage of being
inexpensive-, and can be made and put up quickly to
advertise a special product or price. It is most useful
in selling a particular product rather than attracting
customers to the store itself and the success depends on
the number and size of windows in your buildings. Because
they are inexpensive, they can and should be changed
frequently. There has been an increase lately in
permanent window lettering which often adds an "old
world" flavor. It is particularly effective for walk-in
traffic because it can be placed at eye level.
Banner Signs
This type of sign is made of lightweight material such as
cloth, paper, or flexible plastic and is not enclosed in
a rigid frame. Banner signs are often used as temporary
signs to announce grand openings, open houses, or to make
some other special announcement. They are usually hung
from a horizontal pole, tied between two vertical poles
or draped on the outside of a building. Occasionally,
they are the sole sign for a business. Banner signs are
usually used to give the impression of something new or
exciting happening and can be effective for promotional
events.
Information Plaques
Information plaques may be used to indicate hours and
service information as well as safety information,
instructions and traffic or parking directions.
Wall Graphics
Exposed side walls of buildings can often be used for
creative and attractive paintings. A music store in
Minneapolis painted a wall white and put several lines of
music on it with black paint. A well done graphic could
be seen for miles, depending on your location, and could
turn your building into a landmark. You should check your
design out with city officials to assure that your
creation is not seen by others as an eyesore. A picture
can be worth a thousand words - but be sure that they are
positive words.
Point-Of-Purchase Signs
Usually used inside your business to provide specific
information, point-of-purchase signs frequently show
special prices and deals such as "unadvertised specials."
You can achieve attractive looking signs at low cost by
having sign blanks pre-printed on cardboard in one color
and then use bold colored felt-tip pens to print the
specific information. If you don't make them too neat
they will convey the message of immediacy and make your
customers feel that they are getting something exclusive.
Individual Letters
An important trend is the use of individual cut out
letters of aluminum brass or plastic which are attached
directly to a brick, stucco or concrete building. To be
effective it is important that the letters are large
enough and have sufficient contrast with the background
to be easily read. Also these signs do not lend
themselves to illumination and must be lighted by
spotlights if you want people to be able to find you at
night. Another caution - place the letters out of the
easy reach of vandals as it may be difficult to replace
individual letters that have been pried loose.
SIZE OF SIGNS
One rule of sign design is that bigger is not always
better. When designing your sign the most important
consideration is that it be large enough to be seen yet
not too large so as to overpower its surroundings. There
are several factors to be considered:
Local Restrictions
Be sure to check with your City or County Building
Inspector for size and setback regulations, and any
restrictions such as not allowing illuminated flashing or
moving signs.
Cost
Bigger means more expensive - not only for the sign but
for the structure to hold it up against high winds.
Aesthetics
Does the architecture of your building or neighboring
structures dictate practical limit on size? Do not let
the architecture overwhelm the message. The most
important factor is positive visual impact.
Number
Are several small signs at the right locations more
effective than one large sign? Local ordinances may limit
the number and size of off-premises signs.
ILLUMINATION
When designing your sign you must consider whether
internal or external lighting is required. While
illumination adds to the initial cost and operating
expense the trade-off is that your sign will have more
visual impact on dark or cloudy days and can convey your
message up to 24 hours per day if that is important to
your business.
Your sign contractor can provide help in designing power
efficient signs by such techniques as using white rather
than colored plastic for letters, and lighting just the
letters rather than the entire sign. The Neon sign is an
old technique that lends itself to unique designs. When
considering lights you have several options. Efficiency
of lighting is measured in lumens per of lighting is
measured in lumens per watt of electricity consumed and
varies between the different lighting options.
1. Incandescent lamps have the best color resolution but
are expensive to operate.
2. Fluorescent is more efficient than incandescent and
can be used internally to illuminate a lighted sign or
externally in "luminaries" for frontal lighting.
3. Mercury vapor is more efficient than incandescent but
has a limited spectrum that distorts colors.
4. Metal halide is the most efficient light source with
good color rendition but it is impractical for internally
lighted signs. It is excellent for exterior lighting of
wall signs and billboards
5. High pressure sodium is the most efficient type of
lighting but it has a yellowish cast that is acceptable
for security and street lighting but not good for signs.
GRAPHIC DESIGN
The effectiveness of a sign in identifying your business
will be determined by the factors of visual impact,
readability and legibility. The proper use of color and
selection of materials and textures can enhance these
three necessary attributes. Lettering style, including
the letter's slope, slant, thickness, height, shape and
spacing will convey certain psychological and emotional
associations which affect the image that you are trying
to convey. Color selection is extremely important both in
terms of visual impact and the psychological connotations
of the various colors.
Bold contrast between colors is the key to being noticed
in a world that abounds in colorful images ranging from
the bland to the garish which compete for the consumers
attention and dollars.
The Color Research Institute has done considerable
testing of the meanings of different colors and how they
affect our thinking. By experimenting with artificial
coloring of food they learned that eating steaks dyed
green can make people physically ill and that people have
strong feelings about colors. The following listing is a
ranking of the comparative legibility of various color
combinations when viewed from a distance:
1. BLACK on YELLOW
2. BLACK on WHITE
3. YELLOW on BLACK
4. WHITE on BLUE
5. YELLOW on BLUE
6. GREEN on WHITE
7. BLUE on YELLOW
8. WHITE on GREEN
9. WHITE on BROWN
10.BROWN on YELLOW
11. BROWN on WHITE
12. YELLOW on BROWN
13. RED on WHITE
14. YELLOW on RED
15. RED on YELLOW
16. WHITE on RED
While everyone has a favorite color, research shows that
certain psychological connotations are common to most
colors. The listing below gives the attributes which have
generally been associated with the different colors
although these may vary with different nationalities or
traditions:
Red.
Red is an exciting, active color. It is used to suggest
heat, strength, boldness, quickness, and efficiency. Its
warmth is appetite inspiring. Because of its association
with blood and berries, red is often used in restaurant
color schemes. Fast-food chains used red to connote
warmth, fresh food (meat) and action.
Orange.
A color of warmth, action and power.
Yellow.
Another color which is frequently used by fast-food
restaurants which want to create a welcoming atmosphere
is yellow. As a warm color, yellow is inviting. Yellow
suggests light and activity, especially in redder shades
and tints. When used on a white background, yellow gets
lost unless you outline the letters in black or some
other dark color.
Green.
Living things, and therefore, freshness, youth, and
purity are often associated with green. It is the
predominate color of nature (and therefore should be used
judiciously in a rural setting, so that it does not fade
into the surroundings). It is powerful in suggesting
naturalness and vitality and yet it connotes
peacefulness.
Blue.
Its coolness tends to connote dignity, serenity,
formality, wisdom, and quiet. While its use might not be
appropriate for a business which wishes to emphasize its
speed and efficiency, it might be used by a business
which wants to suggest that it has a leisurely pace and a
general atmosphere of cultivation and calm. It also tends
to suggest stability and is a color used often by banks
and large corporations in its darker shades. Lighter
tones suggest daintiness and youthfulness.
Purple.
This color has come to be associated with royalty, pomp,
and luxuriousness. Its visibility factor is low making it
unsuitable for freeway signs but it is often used for
personal service businesses such as beauty salons.
Pink.
Regarded as feminine and connotes softness, smoothness
and luxury. Frequently associated with cosmetics and
health care products.
Maroon.
Luxury, solid character and quietness.
Brown.
Brown is the color of the earth and tends to connote
naturalness and strength. Businesses which want to
indicate their strength and mainstream value system often
use brown and wood hues in their signs. Brown often
connotes ranching and farming interests. Some fast-food
franchises have used brown on their signs to suggest the
ranch association of their foods. Brown is basically
neutral due to its association with earth and wood. It is
not a color to catch your eye and suggest action but may
work well as a background or other colors.
White.
In Western society white has been the color of innocence.
On a sign, it can be used to suggest cleanliness and
purity.
Black.
Black can be used effectively in signage to create an
impression of low-keyed crispness and sedateness.
Sophistication also is suggested, if large areas are
used.
USE OF LOGOS
The logo (short for logotype) is the symbol or word by
which a business is identified. It is basically the
"signature" of the business and like the signature on
your checks it should always be used in the same way so
that people will learn to recognize it and respond to it
in a favorable manner.
The design of a logo can be critical to the success of
your business and therefore cannot be left to chance or
delegated to an amateur. Large corporations spend
considerable sums of money to obtain properly designed
logos and spend additional dollars to print manuals to
ensure that everyone involved in advertising, printing or
design knows how to apply the logo in specific
situations. Just as you wouldn't want anyone else signing
your checks, without some control, you should take a
personal interest in obtaining the best possible logo and
then be sure that it is always applied in the appropriate
manner on your letterhead, advertising, signs, tracks and
anywhere else that can help promote your business.
You can start with a few pencil sketches of what you want
to say or how you wish people to refer to your company..
Before you go too far be sure to check out your legal
entitlement to the name or symbol with the office of the
Secretary of State. Just because your initials are IBM it
doesn't give you the right to use them to identify your
firm especially if you are involved with computers in any
way.
For most small businesses you should think in terms of a
"reading mark." In other words, when people see your logo
they will naturally try to read and pronounce what it
says. Don't try to get too cute. If you confuse people or
irritate them it will hurt you more than help. Avoid puns
and use humor only if you are sure that everyone,
including foreigners, will get the joke.
Once you have decided what you want people to call your
business, take your pencil sketches to a commercial
artist who has had experience with logos or the art
department of a sign shop. Do not hire a High School art
teacher or some relative who once took an art course.
Free or low cost help at this point can cost you a lot of
money in the long run.
Specify a one color logo and have it drawn up in black on
white. Do not consider a two color logo. It may look nice
when the artist draws it up but it will cause no end of
headaches in terms of printing register, color matching
and many other problems, and everything you have printed
will cost you twice as much.
Be sure that your logo can be easily read whether greatly
reduced in size for a newspaper ad or enlarged for signs
or billboards.
Take the finished art work to a printer and have black
and white photo reductions (PMT's) made in three or four
different sizes. When you order any printing, advertising
or signs give the layout artist a PMT of your logo and
specific instructions on how you want it used. If you
want to use color be sure to supply paint chips or ink
samples to be sure that everyone can come up with a
reasonably close match that is easily recognizable. You
will probably have the best luck starting with your sign
colors and then having printing inks or paint mixed to
match the sign.
In designing and using your logo be sure that it is:
1. READABLE - Does it tell who you are and what you do?
Don't get caught in the ego trip of using a name only.
You will find that it takes considerable supplemental
advertising to establish the credibility of a name. If
your business depends on new customers it is essential
that they know immediately what you do.
2. NOTICEABLE - It must stand out in a crowd. It is
important that the graphics are clear and concise and
distinctive enough so that you will not be confused with
other businesses, especially your competition.
3. INVITING - Your logo and how you use it on signs,
trucks, ads, stationary, etc. should convey a sincere
interest in doing business to the extent that it will
draw customers to your business. More important, and
likewise more difficult, it should help your customers
pre-select themselves so that you reach the ones you wish
to and no one is surprised when they finally do walk into
your establishment.
4. REMEMBERABLE - Repetition is the key to successful
promotion and that is why it is essential that your signs
and all other advertising carry a common logo and theme.
Even so, the more efficient logo will do the same job at
a lower cost over the long run.
CHAPTER 2 - ADVERTISING
Signs are an important component in the advertising
program for most businesses and for some types of
business they are the only practical method of
advertising. When measuring the effectiveness of an
advertising program and comparing alternative media it is
most appropriate to analyze them in terms of reach,
frequency and the cost to reach the right people in the
proper frequency.
1. REACH - This refers to the total number of different
people that are exposed to your sign. Obviously the
location of the sign is the most important factor. You
can contact the highway department for traffic counts on
various roads and intersections and study your community
for any large congregations of people such as sporting
events, fairs, parks and tourist attractions. Reach must
be further refined to determine how many "prospects" you
are exposed to rather than just total numbers. If you are
appealing to particular market segments as defined by
age, sex, occupation this could affect the location and
type of sign you would use. Your business might also have
a logical trade area depending on whether your product or
service is bought close to home or might be purchased and
consumed by anyone in their travels. There are certain
impulse items for example that can be sold very
effectively by signs where almost any other advertising
media would be inappropriate.
2. FREQUENCY - This refers to the number of times that
each person is exposed to your sign in a given time
period. We know that people retain things better if the
message is reinforced from time to time. The real
question for the business owner is how many times must a
prospect see your sign, both day and night to insure that
they will remember you when it comes time to make a
purchase of the items that you sell?
3. COST - This is usually expressed in the dollars or
cents that it takes to reach each 1000 people.
Unfortunately when most small business owners are
considering a sign, they look at the initial cost only
and do not stop to think that the number of exposures
over the life of the sign makes it one of their least
expensive forms of advertising. There might be some tax
advantages to buying a sign and expensing it in the first
year. Over the normal life expectancy of the sign it
still figures out to be your least expensive form of
effective advertising.
Cost-per-thousand is not the only way to look at the real
cost of an advertising program. If cost were the only
measure, the most logical advertising choice would be a
television ad during the Super Bowl game. The cost of
such an ad is reportedly $800,000.00, but when you divide
that by the number of listeners (about 115 million or the
largest number for any TV event) the per-thousand rate is
quite reasonable. Aside from the fact that you may not
have $800,000 to spend on advertising this year there are
a few other considerations to look at:
1. COMPETITION - What type of signs does your competition
have and what will it cost to match or exceed them?
2. MARKETING MIX - You can't afford to put all of your
advertising dollars in one basket. Those who do advertise
on the Super Bowl (mainly automobile and beer companies)
have already spent a considerable amount of money on
signs because they realize that no amount of TV
advertising will sell anything unless the consumer can
locate the local dealer.
3. TRADE AREA - How many of the people that you reach in
a given media live close enough or are willing to go out
of their way to find your place of business. Any time
that you are paying money to reach people who can't or
won't come to you, you are just wasting dollars. Signs
can pinpoint a market like no other media and you don't
have to pay to advertise to the entire city or county
just to reach the people who might happen to drive past
your place of business.
4. PROSPECTS - Gross numbers may be impressive but what
you really want to know to know is how many of the people
you reach are real prospects for your goods or services.
With radio you may be able to do a little selecting of
your audience but with newspapers and television you end
up paving for an entire city or metropolitan statistical
area even though only a small portion of it might be
considered as potential customers. In order to get
pinpoint accuracy of your target market you would have to
resort to direct mail advertising or ads in specialty
magazines that offer zip code breakdowns but here the
cost would jump considerably.
Because signs are so cost effective they are an essential
ingredient in the marketing mix of most businesses. A
professionally produced sign is a good investment because
the correct application of graphics, color, lighting and
location will produce a sign that will be noticed, read
and understood. It will actually invite people into your
business or cause them to remember you when they are
contemplating a purchase at some future date. A competent
sign company should be able to produce a sign that will
provide identification, advertising and a positive image
at an overall cost efficiency that would be difficult to
match through any other media.
WHAT IS ADVERTISING?
Advertising is the paid use of visual or audio media to
deliver a commercial message to a large number of
prospects or customers with the intent of persuading them
to take a specific action. The action is different for
different types of advertising and may be divided into
two categories:
1. DIRECTIONAL ADVERTISING - The intent here is to
solicit an immediate response. The ads or signs are
specific as to how and what the customer must do to
complete the purchase. Prices are often included and
street addresses, phone numbers, mailing addresses and
coupons are often spelled out in clear detail. The
obvious point of the ad is to make a person stop what
they are doing and visit a store, call and order or write
out a check and mail it. Signs can be used very
effectively for this purpose, for example a sign reading
"last gas before freeway" can strike fear into the heart
of anyone who has ever walked five miles to fetch a can
of gasoline. The simple word "SALE" in red letters on
white paper can drive timid souls into a wild, almost
ritualistic frenzy of pushing, shoving and digging
through stacks of markdown merchandise.
2.INSTITUTIONAL - Often viewed as a long term investment,
institutional advertising is aimed at making the customer
think good things about the advertiser so that if and
when they are in a position to make a purchase they will
think of the advertiser. The institution sign usually
stresses the name or logo and a selling slogan or catchy
phrase to aid recall. The following chapter will deal
with the image creation function of signs.
For most small businesses, the advertising expenditures
are almost entirely directional because limited promotion
dollars are expected to show a justifying return in the
short run. Such thinking can be potentially damaging to
the long run success of a business especially where signs
are concerned. The business owner should analyze the
advertising expenditures in terms of the goals that can
be expected.
WHAT CAN ADVERTISING DO?
There are a number of specific things that advertising
can do for a business. Signs are a vital component of the
marketing mix and play an essential role in conjunction
with other media.
1. ADVERTISING CAN ATTRACT NEW CUSTOMERS - About 19% of
the U.S. population moves each year. As these people take
up new residences they are forced to find new sources for
all the goods and services they consume. Signs help
consumers get acclimated to a new area by telling what
goods and services are available, store hours and other
essential information. No matter how long you have been
in business, it is always foolish to assume that everyone
knows who you are and what you do.
2. ADVERTISING CAN PROVIDE DIRECTIONS - For travelers on
vacations or business, signs are an invaluable source of
information as to where and when goods and services may
be purchased. Motels, restaurants, service stations and
many other travel oriented businesses depend almost
exclusively on signs to communicate with traveling
people. Off premises signs and billboards are often
essential for pre-selling your prospects and directing
them to your place of business.
3. ADVERTISING CAN STIMULATE ORDERS - Signs on local
businesses can take advantage of brand advertising by
their suppliers. The use of signs serve as a local
reminder of where customers can go to get the brands and
products they want. Just be sure that the signs convey
the proper character of your business. Free signs may
even detract from your business if they confuse or offend
customers.
4. ADVERTISING CAN ENCOURAGE REGULAR CUSTOMERS TO TRY NEW
ITEMS - Your sign program should be flexible enough to
help promote special events, sales, particular brands and
prices. Your signs like all of your advertising has to
sustain interest to keep your regular customers coming
back. Readerboards can be effective if the message is
changed frequently enough to sustain interest.
5. ADVERTISING CAN INCREASE SALES CONTACTS - generating
traffic is the name of the game for most small business
advertising. Signs are particularly suited for this as
they can provide information and actually invite people
to visit your shop out of curiosity or because of a
promise of satisfaction. A properly designed sign can
build traffic while a poor sign can hurt you either by
not being noticed or actually offending potential
customers.
6. ADVERTISING CAN RE-SELL YOUR ESTABLISHED CUSTOMERS -
the warm feeling of satisfaction from familiar faces and
long service can be enhanced through good graphics and
design. A statement of how long you have been in business
or how many customers you have served might be important
in maintaining the credibility of your business.
CHAPTER 3 - SIGNS AS IMAGE BUILDERS
As I said earlier, you only get one chance to make a
first impression. The first impression that each
potential customer has of a given small business will
determine whether the individual will:
1. Enter the business with the confidence that they can
anticipate full satisfaction,
2. Take a chance and see what happens,
3. Drive on in search of a "better looking" place to do
business.
The image that a business conveys is made up of numerous
individual components some obvious and some very subtle.
It is difficult to conceive all the factors that add or
detract from the image of a business in the minds of all
its customers and prospects. Much of it has to do with
feelings about the community, competitive businesses and
the history of service, advertising and many other
factors.
As you approach a business place there are many positive
and negative aspects that contribute to the image of that
business in your mind. Some of these might be:
1. Directional signs that get you off the main highway
and to the business.
2. On premises signs that identify the business, tell you
what they do and provide information such as store hours,
parking, etc.
3. The general appearance of the building sidewalk,
parking lot and landscaping. Is it clean neat and well
maintained?
4. Display windows - do they provide information about
the business, its products or services and the level of
quality that you might expect?
5. Is the entrance inviting and do you feel welcome when
you enter?
6. Is the business well laid out and are there sufficient
signs to help conduct your business?
7. Are the employees neat, courteous and well informed?
8. Is there a sufficient level of satisfaction to make
you want to continue to do business in that particular
establishment?
As you can see, careful attention to all the factors that
contribute to the image of a business is critical to the
success of a business. Signs alone will not make a
business successful but the proper signs can go a long
way toward customer satisfaction by:
1. Providing directions to your location.
2. Telling who you are and what you do.
3. Telling what brands, quality level and price level the
customer can expect.
4. Making the customer feel welcome or at least not feel
foolish.
5. Directing the flow of traffic and providing enough
helpful information to turn each shopping visit into a
pleasant experience.
Often the image of a business can be affected not only by
what the signs say but also how they say it. In addition
to the copy we must look at shape, design materials, use
of color, lighting and the size and style of the
lettering that contribute to successful signs. If we can
determine what works well on the signs of other
businesses, it is possible to incorporate some of those
principles into creating signs that will positively
influence the image of a business. Just as an interior
decorator studies the lifestyle and functional needs of a
client so too will a sign designer examine the marketing
goals of a business before suggesting a sign concept
which will enhance the image of a business:
1. SHAPE - the shape of the sign along with the size and
location must be considered so that it will blend well
with the architecture and surroundings so as to be
noticeable without being offensive.
2. DESIGN - this is the skill of arranging the words and
symbols in the best way to promote readability and
retention of the ideas.
3. MATERIALS - choosing the right construction materials
and techniques can have a marked affect on not only the
initial cost but the maintenance and energy requirements
of your sign. When you consider the potential or damage
from temperature variations, wind, sunlight and moisture
it is obvious that a few extra dollars to obtain the best
quality can make a great difference in the return on your
investment.
5. LIGHTING - while a lighting system may add 25 to 50%
to the initial cost of your sign this must be weighed
against a number of benefits:
-visual impact: the proper use of light will make your
sign easier to read and can turn it into a 24-hour
advertisement.
-safety: studies show that lighted signs have a positive
effect in preventing vandalism and deterring break-ins.
-special effects: with the use of stepping switches or
computer controls it is possible to create very
interesting lighting effects that are guaranteed to
attract and hold attention.
-public service: signs that flash the time and/or
temperature, community events, notices, etc., provide a
useful service that can pay off handsomely in goodwill
and a positive image of public concern.
-competitive advantage: there is a psychological
advantage to having a sign that is just a little bigger
or classier than your competition.
6. LETTERING - there are literally hundreds of type faces
that are available to the sign designer. Choosing the
correct type face can often say as much about the
business as the words on the sign. Most signs use roman,
modern block (sans serif) italic, script or a shadow
style to give a third-dimension effect. Other factors to
consider:
-slant: a slightly forward slant gives a positive and
forward look to the sign. A backward slant is perceived
as very negative.
-thickness: most printing type faces are too delicate for
signs and would convey an image of refinement or modesty.
A thicker letter will usually indicate strength and
dominance---men's fashions, used cars, etc.
-spacing: it is essential to have the correct spacing
between letters words and symbols on your sign.
Compressed letters on a sign make it hard to read and
indicates a closed or reserved attitude. A professional
designer will be able to lay out a sign that is easy to
read close up and recognizable from a distance. If in
doubt about the readability of a sign layout you can use
the "squint test." What you do is gradually close your
eyes to see how much you can squint and still read the
letters or recognize the symbols on your sign. You have
to realize that everyone doesn't have perfect vision.
Many people will be looking at your signs through wet or
icy windshields, incorrect prescription lenses or eyes
marred by cataracts, glaucoma or improper focus. If your
graphics don't take some of those problems into account
you will be wasting your money.
This information is for educational purposes only. References
to commercial products or trade names does not imply
endorsement by MSU Extension or bias against those not
mentioned. This information becomes public property upon
publication and may be printed verbatim with credit to MSU
Extension. Reprinting cannot be used to endorse or advertise
a commercial product or company.
This file was generated from data base TD on 09/30/03.
Data base TD was last revised on 06/06/02.
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