Developing Effective Signage

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Developing Effective Signage

Special offer signs in TescoUnderstanding your customer and their needs is the first step to developing effective signage for your business. The sign’s most important function is to convey information that speaks to the needs of your customers. Experts say, however, that a lot of retailers who are inexperienced tend to struggle with what information they should include in their signage.

“One of two things tends to happen,” says George Whalin, president of Retail Management Consultants, a retail consultancy in San Marcos, CA. “Either there’s too little information or too much. It can be difficult to find a middle ground.”

Obviously, price is important, but it may not be the most important. The goal is to help sell your products or services to the customer, so the sign should feature what you do or sell.

“You need a certain amount of signage at the point of sale because it does draw the unintended purchase. Consumers go through the facility for something that they came to buy, but it’s the signage that usually makes them buy something else, too. That’s one of the beauties of good signage. It can also close a sale,” says Don Longo, associate publisher and editor-in-chief of Retail Merchandiser magazine. “But you can have too much signage and produce clutter in the store. Then all signs compete with one another and no one message is dominate. That can get confusing.”


Call the sign experts at Odegard Sign & Lighting today and let us help you design a sign that is perfect for your business.



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