By Robert Sadoff
We live in an age of visual information – constantly bombarded with an astonishing amount of informative material designed to advise, entice and direct us.
Signage plays a very important role in this transfer of information, especially in the world of business.
A stroll along any city street or through any shopping mall reveals that virtually every place of business has a sign as an element of its exterior, a fact so obvious some would say it hardly bears mentioning. Yet even a casual survey of retail signage reveals that while all businesses have signs, many of these signs are unattractive and/or ineffective.
This is all the more surprising when one realizes that the sign is often the first physical element of the business seen by potential customers and as such, forms part of the very important first impression. It makes a statement about the business it represents and when put in proper perspective, is a vital element of the business it serves. It is an element which should not be treated as an afterthought but should be planned, designed and constructed very carefully.
Briefly stated, the purpose of signage is to influence people. Aside from being noticed and simply informing a potential client that “they have arrived at the place they were seeking”, a good sign should motivate people to come to the advertised premises and/or want to purchase the goods or services being offered. It is, in fact, a silent salesman, working 24 hours a day (without holidays, never late, never sick and never asking for a raise).
How then can you, obtain a sign which will maximize your investment in terms of aesthetic and advertising appeal? First, by choosing a sign company, which instills you with confidence and then by allowing that company the time, adequate resources and opportunity to do a good job. Your architect or designer can aid your selection by suggesting companies they’ve worked with. Or you may begin the selection process by examining existing signs that you admire, (most will have a discreet label noting the manufacturer).
Once you’ve made initial inquiries and selected a few potential sign companies, you may visit their plants. Are they organized, neat and clean? Do they have much work in process? Is the work done on the premises or is it sub-contracted out? Even a casual inspection will give you insight into their approach to business, their reliability and the quality of their products. Once you’ve selected a company you feel comfortable with, a good rule to follow is “hire good people and take their advice.”
For a fee, the company will provide design consultation and sketches. It’s important to note that unlike architects, doctors and lawyers, many sign companies do not charge for these services but – beware of the freebies. Somebody pays for the artists’ and designers’ time and that somebody, in the end, is always the client. Besides, if a company really and truly gives away ideas for nothing, how good could those ideas be? So, having established a design fee, now begins the process of determining the type of sign that best suits your needs of business. Factors that should be included in the discussions are:
Type of Business – is it an exclusive “carriage trade” business or a low-end bargain store? Modern or traditional in style of operations? Is it a business that caters to children, teens, or adults? Male or female? Is the business open during evening hours? All these factors will aid in the election of letter styles, and even type of signage to be used.
Landlord Criteria – often the landlord will have established signage criteria for tenants and these may, in some cases, severely restrict what type of signage may be used. Check first and avoid surprises.
Local Government Signage Regulations – most cities and town have bylaws which govern signage. Even a casual inquiry of the local authorities will reveal the style, number and size of the allowable signage. A reliable sign company will know the relevant codes.
Realistic Budgeting – you can’t buy BMW’s at Ford prices. Tell the sign company what you can afford up front. It’ll save everyone loads of time.
Based on these discussions, the sign company should then examine the plans or survey the site to assess the natural features which must be taken into account from both an aesthetic and structural point of view if the sign is not to look like an after-thought.
The results of these discussions and research should produce a proposal that will result in signage that compliments the premises, makes a statement about your business, and helps you win new customers and influence those you already have.
