How does your retail signage stand out from the plethora of similar trades in the vicinity that are competing for the same group of customers?
3D signs give the impression of quality, up-market and exclusivity. Many companies, businesses and organisations in Singapore choose 3D letterings as their main identification, and the use of 3D letterings extends into the office interior such as reception area, stairwell, lift landings, and other communal areas.
Although it costs more, but between individual 3D letterings / logo and a simple flat signage, the difference in creating an impact and communicating quality of the former is truly unmatched.
This type of letterings is one of the most produced in the world. In this part of Asia, perhaps the most prominent and iconic can be found in Brisbane, Australia. The word “BRISBANE” has been created around 3000mm high and 1000mm thick at Southbank. Due to its striking impact created, this set of 3D letterings has seen countless streams of tourists and residents alike taking numerous photos and selfies using it as a scenic backdrop.
THE SCIENCE BEHIND RETAIL SIGNAGE
We have all been exposed to huge amounts of retail signage. Every time we go to our local shopping centre or mall, we are bombarded with messages wanting us, as the consumer, to buy a particular product or service. For some bigger companies with greater resources, this involves market researchers, brand managers and product managers who, through market research, focus groups and observations, create retail signage that are more likely to entice us as consumers.
These marketing professionals look at sign placement, type of sign, colours, wording and quantities that would make us jump to attention and take notice. This type of research is only conducted by the larger multi-site retail outlets, leaving the smaller retailers to make their own way in the war to gain customers. If you do not have such resources, you still can gain an edge. Here’re some basic pointers:
- Stick to the point: You really only have a few seconds to attract the customer. Having too many words and people will not read it. If the text is not clear enough, then it will be ignored.
- Make sure it is readable: This is extremely important, as it is pointless putting sometime up that cannot be read within reasonable viewing distance. Size of font selection, poor choice of font, or conflicting / too many colours are common problems. Put yourself in the position of your customers – can you, as a consumer, view the sign?
- Less is more: Ever seen a signage that looks “busy”? We certainly have.
- Retail signage contains many options that can be used to attract customers while maintaining the business brand. Exterior identification signs such as building signage, billboards, lightboxes and footpath signs show very quickly what the store is, what they offer, and their concept. Inside the store, there can be lifestyle images, branding, point of sale and marketing signs. All of the signs have a purpose, whether they are for branding purposes, strategically located for tactical promotions, or as simple as directing people to the items they’re looking for.If you need help with retail signs, let us help create the retail signage project that works for you. Contact us today, or check out our portfolio!