3 Tips For Creating Awesome In-Store Signage
So you’ve spents weeks pouring of copy and images to make your online ads stand out and drive conversions. You’ve queued up your Google AdWords and Facebook ads and set an aggressive budget. Now you’re sitting back, waiting for the customers and the sales to roll in. Take a minute to look around your retail space – have you put as much effort into your in-store signage as you have into your online ads? In this age of virtual marketing it’s easy to give short shrift to more traditional marketing assets as you strive for online dominance, but they’re equally (and in some cases more) important.
It seems like a no-brainer, but as more new retailers launch with online in mind they ignore the most crucial aspects of their brick and mortar presence. A recent customer was so focused on their online marketing that their physical store was almost devoid of signage.
In-store signage not only attracts customers, it also provides a way for them to navigate within the store itself – just like they do online.
Here are the three things to consider when creating in-store signage:
Put it where they can see it
Big or small, hand-painted or neon-lit, proper placement of signage gets eyes. Sandwich boards, window clings and POS materials are all in the customer’s direct line of sight. Be strategic about placement. Consider the angles that get the best view, and signage will look from up close and far away. Also think about what they’ll see when they step inside. Are all the sections clearly marked, and is the signage visible from every angle within the store?
It’s a Creative Canvas
Gone are the days of boring, flat designs. They can be works of art, elaborate, custom-made neon signs for your window or storefront, sandwich boards with chalk-drawings like the ones you see outside many coffee shops, or graphically rich window clings. The options and the medium are almost endless.
It’s Like a Map
Just like a map guides you in your trip, indicating points of interest, so should in-store signage. The different sections of the store should be clearly marked with hanging signs. Display tables benefit from having standing signs on or next to the table at eye level. Are the signs communicating more than just a sale? How about a “If you like these, you’ll like these over in that section,” sign.
Creatively and cleverly done, interior signage should be an expression and extension of your branding, and a map that helps guides your customers within your store.