FASTSIGNS(R) News: The Power of Signs – Breaking Through the Clutter
December 17, 2007 // Franchising.com // CARROLLTON, TX - Is there such a thing as too much attention? Not for a business trying to raise their visibility with the public. Companies from major corporations to small "mom and pop" businesses are trying to create attention for their products and services by using every media available—television ads, billboards, vehicle graphics, printed neighborhood fliers and internet search—just to name a few. With all the competition for peoples' attention, how does a company stand out?
"Signage is one of the best uses of a company's advertising dollars and allows for even the smallest business to gain attention," said Drue Townsend, senior vice president of marketing for FASTSIGNS International, Inc., a worldwide sign and graphics franchisor.
According to The Signage Sourcebook, a compilation of sign industry research from the U.S. Small Business Administration and the Signage Foundation for Communication Excellence, Inc., signs can help consumers remember the business's location, products and services; prompt purchases; change consumers' purchase decisions or habits and build brand equity. In addition, a well-designed sign that is easy to see and read greatly increases the chance a consumer will make an impulse stop at a business location.
Signs can say a lot about a business. While effective signs and graphics can portray a good image and encourage business, poorly designed signs are more likely to be overlooked or even turn prospective customers away.
How can you make your signs stand out from the competition? Keep in mind these four tips for effective design: visibility, readability, noticeability and legibility.
1.To achieve visibility, make sure that the sign's lettering is clearly distinguishable from its surroundings. Color choices and graphic elements can help the sign stand out from background clutter that might distract the viewer's attention.
2. Readability ensures that the viewer reads the sign correctly and accurately comprehends the message. Color choices and combinations can increase readability, especially at a distance.
3. Noticeability, which refers to a characteristic of a sign that draws the reader's attention, is achieved by changing its colors, message, size or shape frequently.
4. Keep legibility in mind by making sure the design of the sign enhances the distinction of individual letters. Utilize the right typestyles and spacing, which helps viewers read a sign easily and quickly.
Regardless of the size of a business, there are a wide variety of signage options available to communicate your message:
* Custom banners
* Exhibits and displays
* Site and architectural signs
* Labels and decals
* Vehicle graphics
* Point-of-purchase signs and posters
* Window, floor and ceiling graphics
* Backlit displays
* Fine art and photography prints
FASTSIGNS® sign and graphics centers use innovation and technology to make the sign buying process simple by offering consulting, design, production, file transfer, delivery, installation for a full range of custom sign and graphic products, including high resolution exhibit and display graphics, wide format banners and POP, site signs, window and vehicle graphics, decals and labels, safety and identification signage and floor graphics for interior and exterior use. For more information, visit www.fastsigns.com.
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