If you have a brick and mortar store, you need the buying public to be enticed inside to see what you have to offer. This will take multiple advertising strategies including a compelling website, promotional mailers, local media marketing, and community outreach. In addition, you'll have to create effective retail storefront signage. There are some smart strategies professional designers use that have proven to be very successful.
Make sure customers can see the signs. Before you put anything in the window or in front of the business, you have to determine how visible the sign needs to be to maximize its effectiveness. What you decide will determine how big the sign is, the way it's designed, and how much copy you put on it. Visibility and legibility are critical.
Don't clutter the sign with copy and graphics. It's tempting for some inexperienced owners to try and fill all the available space on their sign with clever graphics and written information. When they do this, the reader's eye doesn't know where to go. The result for a potential customer, just glancing at the sign through a window, is confusion. It certainly won't stop them and convince them to enter the store.
Along the same lines, don't be afraid of white space. It's already been established that too much stuff on a sign makes it hard to read. White space helps the customer's eye move through your copy. You need to leave about forty percent of your sign blank. That might be hard to do at first, but if you follow this rule your sign will be easy to read, concise, and clear.
Choose the fonts, typefaces, carefully. Some people make the mistake of using all capital letters in their signs believing that it makes the letters larger and easier to read. Once again you have to consider the reader's eye. When all the letters are the same height, the eye doesn't know how to navigate them quickly. When the copy is in upper and lower case, it leads the reader's eye through the copy.
Borders can be very effective. This is especially true when you're trying to get the attention of street traffic. Borders tend to focus the reader's eye on the body of the sign. The careful use of graphics is a good way to make people notice a sign. Graphics printed in full color have more effect than those printed in black and white.
Color contrast is extremely important if you want people to be able to read your signs easily and quickly. A dark background needs light colored copy and vice versa. You should use light color on a black background sparingly because it's hard to read unless you are only using a few words, like in a starburst. In this case it can be very effective.
Advertising is expensive. You want yours to be as visually effective, and cost effective. As possible. Following these proven techniques will make that happen.
Make sure customers can see the signs. Before you put anything in the window or in front of the business, you have to determine how visible the sign needs to be to maximize its effectiveness. What you decide will determine how big the sign is, the way it's designed, and how much copy you put on it. Visibility and legibility are critical.
Don't clutter the sign with copy and graphics. It's tempting for some inexperienced owners to try and fill all the available space on their sign with clever graphics and written information. When they do this, the reader's eye doesn't know where to go. The result for a potential customer, just glancing at the sign through a window, is confusion. It certainly won't stop them and convince them to enter the store.
Along the same lines, don't be afraid of white space. It's already been established that too much stuff on a sign makes it hard to read. White space helps the customer's eye move through your copy. You need to leave about forty percent of your sign blank. That might be hard to do at first, but if you follow this rule your sign will be easy to read, concise, and clear.
Choose the fonts, typefaces, carefully. Some people make the mistake of using all capital letters in their signs believing that it makes the letters larger and easier to read. Once again you have to consider the reader's eye. When all the letters are the same height, the eye doesn't know how to navigate them quickly. When the copy is in upper and lower case, it leads the reader's eye through the copy.
Borders can be very effective. This is especially true when you're trying to get the attention of street traffic. Borders tend to focus the reader's eye on the body of the sign. The careful use of graphics is a good way to make people notice a sign. Graphics printed in full color have more effect than those printed in black and white.
Color contrast is extremely important if you want people to be able to read your signs easily and quickly. A dark background needs light colored copy and vice versa. You should use light color on a black background sparingly because it's hard to read unless you are only using a few words, like in a starburst. In this case it can be very effective.
Advertising is expensive. You want yours to be as visually effective, and cost effective. As possible. Following these proven techniques will make that happen.
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