July 24, 2019
Signage has a very specific purpose so it's important that your signage is effective and does what you need it to.
There are some obvious and not so obvious mistakes that you can make which will determine just how effective your signage is.
Check out our top ten recommendations to make sure that you don't make these mistakes with your signs.
1. Replace tired, old and worn out signs.
Faded, dull, outdated signage tells your customers that you just don’t care about your business, and that you don’t care about them.
Every few months, take a step back and look at your business through the eyes of a new customer. Try to see what sort of impression it makes and remember to do this at different times throughout the day and night (even when the business is closed) so you can see the effect of the different light on your business.
2. Don't install new signage over old signage!
Always ask for signage to be installed to a brand new substrate, or ensure any reused substrates are properly prepared. This may be a short term budget saver, but ultimately the old signage may become visible from underneath and do you really want to advertise the previous tenant and risk your business looking cheap?
3. Incorrect use of materials and methods.
Using the wrong materials for a signage job can be a disaster. Don't make the mistake of dictating how a signage job should be done unless you have more training and experience than the person who is going to do the job.
Taking shortcuts with materials and construction methods will cost more in the long run than doing the job right in the first instance. If you value your own company's image and reputation make sure the design and quality of your sign reflects your brand correctly.
Cheaper signs will have shortcuts on materials or quality which is not a warranty issue when it gives a much shorter life, so don’t be misled. Make sure your signage company is knowledgeable, experienced and is willing to guarantee the work.
4. Replace unsafe old signage.
It might look like an innocent piece of plastic or metal just dangling there on your fascia or pylon… but to an experienced sign installer, old signs with failing fixings, or warped panels are a huge hazard.
Signs that are falling apart, or badly constructed present a huge risk to your company's reputation and the public.
Don’t forget, signs always look smaller installed than they do close up at ground level, so don’t underestimate the damage the sign panel could potentially do if it was to fall. Make sure you call the experts to help remove and repair or replace it.
5. Please, please, please don't squash logos or font’s.
This one is our pet hate!
If your designer has squashed your logo or font to ‘make it fit’ or ‘to make it larger’ and 'easier to read' don’t be fooled… you are actually decreasing legibility as well as making your company look cheap and nasty.
There is nothing nicer than giving plenty of space around your logo to let it 'breathe'. Signs that are crowded and busy are always harder to read and in most cases it is far more important to ensure your signs can be read easily from a distance, and your logo's don’t look distorted.
6. The wind- hole myth....
Wind holes in banners don’t offer any benefit at all and in fact can interfere with the design and readability, and actually cause damage by flapping and ripping when exposed to high winds.
If you need a large banner than is exposed to high winds ensure you are getting a heavy duty banner material at 660 gsm to ensure maximum strength.
We can put wind-holes in banners if you insist, but we don't recommend it.
7. Point-Of-Sale or Perish!
A lack of point-of-sale displays and signage could mean that you miss out on sales, or the opportunity to ‘add on.’
There is no more important time to market your business, than when a customer has taken the time to find you, and come to you with the intention of purchasing.
Simple posters and signs will clearly promote your products, services or brands, and give you the opportunity to group packages or specials.
8. Not displaying your business' information.
From a reasonable distance customers should be able to tell if the business is currently open and find out the operating hours.
If they can’t find this information, they will end up frustrated, and may not come back.
Consider a simple OPEN/CLOSED door sign, and clearly readable trading hours decals custom made to suit your business frontage.
9. Investing in illumination.
Even if your business isn’t open at night, your business signage should be well illuminated as an advertising tool to all passing traffic. Illuminated signage can add another dimension to your business' image as well as making it easier to see among other competing signage.
Shopping Centers now make illumination mandatory as they know the positive perception of quality and respectability it creates in their customers minds.
Don’t miss out on an opportunity to promote your business, even when you are closed. Make sure you always ask what illuminated signage options are available for your business.
10. Are you really a signage designer?
Sometimes even large fascias or billboards will go unnoticed and unread, and the reason is simple… poor design.
Even experienced graphic designers and architects consult with sign design specialists before committing to an expensive signage project.
Understanding the rules of colour use, contrast, location, lighting and the position (and possibly traveling speed) of your audience takes some skill and experience.
The wrong combination of design and materials can lead to a disappointing result. Avoid this by using an experienced sign company who can show you a large portfolio of previous work, and has qualifications and recognition as a superior sign design company.