Why is it important?
While the options for signs can seem endless — what material to consider; whether you should go digital; whether it can be repurposed in locations throughout the store — the look and feel of in-store signage is just as important as your website.
In-store signage can be just as valuable as your highest-performing sales associate. A study conducted by Brigham Young University found that signs paired with items saw 20% higher sales of the same items without signs.
How do I create effective signage?
Consider hiring a graphic designer
Ideally, you want one designer to partner with you as you grow your brand, versus hiring several designers for different projects.
Your designer should understand your brand and how to communicate it beyond your brand colors and fonts. As explained in this toolkit, many designers can be hired either on a freelance basis or through an agency at a variety of cost and service levels.
Does the copy work?
Often designers will recruit copywriters to develop copy that communicates a clear call-to-action for your customers, while keeping the same tone identified by your brand.
Shop around for not just a sign company, but for a partner.
You will want to collaborate with a reliable and experienced sign company that understands the retail industry and can consult with you during the entire design process.
Signage is not a one-time consideration. From seasonal campaigns to promoting new products, the design and production should be an ongoing budget line item.
Digital signage
Don’t forget to check out digital signage companies.
If a digital option is aligned with the look and feel of your brand and if it fits your budget, there are several types of installations and platforms for smaller merchants.
