3 Strategies For Maximizing The Impact Of Signs For Your Small Business

If your small business is considering investing in a new sign installation, you've got to do your homework before you buy. A great sign can generate tons of extra traffic into your business, but a poorly-designed or poorly-placed sign can cost a small fortune and accomplish virtually nothing. Fortunately, it's easy to improve your sign installation plan with a few quick tips.

Size Matters

In the sign game, as in so many other things, size matters--but bigger isn't always better. The ideal sign is big enough that a person passing by can see the whole message clearly for a minimum of three seconds, just enough time for the message to sink in. A sign that's too small won't be readable or noticeable, but a sign that's too big is actually tough to read, too, because it's difficult to keep the whole image in view. Imagine sitting two feet away from a big screen TV and you'll understand the problem.

Ideal sign size depends on target audience. Billboards on the highway have to be at least 20 feet on the diagonal to be readable for passing drivers at high speeds, but even tiny signs can attract pedestrians on a lazy downtown sidewalk. The general rule is this: the faster your audience is moving, the bigger your sign should be.

Keep It Simple

The goal of a sign is to build brand recognition for your business and encourage curiosity, not make the sale. If you're trying to pitch customers on value of your products with a billboard signage campaign, you're going to be disappointed with the results. At best, a sign can capture potential customers' attention for a split second. Use that precious time to hit them with a memorable slogan or a useful piece of information like where your store is located or when the big sale starts. If you can't say it in seven words or less, you probably shouldn't be putting it on a sign.

Visual Distinctiveness

Advertisers constantly bombard modern consumers with marketing messages. A typical commuter sees a dozen logos while he's making breakfast, hears fifteen radio ads on his way to work, and might drive past two dozen billboards. Regardless of location or size, there are a couple tricks you can use to make your signs visually distinctive: first, aim for an usual color scheme. If everybody else on the block uses red and blue, choose green or yellow. Second, an usual shape can attract attention. Eschew the standard rectangle for something more original. If you run a bakery, for example, you could make your sign in the shape of a chef's hat.

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