In retail, time matters. You only have a few seconds to grab a shopper’s attention. Good signage does just that. It helps shoppers navigate the store, find products and understand what the store wants the consumer to focus on.
Here are four things to consider when creating signage that stands out.
1. The Right Sign for the Right Location
Start with the purpose and placement of the sign.
- In-aisle promotions
- Point-of-sale signage
- Wayfinding and directories
- Department signage
- Branding
Each piece of signage has a different purpose. The message, design and placement should make sense for where the shopper is experiencing it.
2. Material Matters
The environment should help determine the material.
A storefront window, floor graphic, deli case and outdoor entrance all have different needs.
Paper, synthetics, vinyl, corrugated and other materials can all have a place depending on the application.
The right material helps the signage perform as well as it looks, and maintain that look for the life of the promotion.
3. Think Beyond the Design
A design can look great on screen and still get lost once it’s in the store.
Things like:
- Lighting
- Viewing distance
- Window tint
- Glass thickness
- Shopper traffic
All of these situations can all affect how a graphic is perceived.
It’s not just about what’s on the sign. It’s about everything around it.
4. Look Beyond Eye Level
Shoppers don’t just look straight ahead.
Floor graphics can also become another part of the path to purchase, helping:
- Highlight a promotion
- Draw attention to a product
- Guide shoppers through the store
Make Every Sign Count
The most effective retail signage doesn’t just grab attention. It helps create a better shopping experience.
When the message, placement, material and execution all work together, signage becomes more than something shoppers see.
It becomes part of the experience.
