Retail signage is the secret to growing sales! Compelling signs don't just attract more customers to your store,but they encourage them to make purchases too. Effective point-of-sale signs are known to increase basket sizesand impulse buys. Some estimates even suggest up to a 29.5% increase in sales thanks to well-designed signage.
In this blog, we will explain the key considerations in designing effective retail signage.
Let's Recap the Types of Signage in Retail Stores
There are four types of signage in retail stores:
- Wayfinding signs: These help customers navigate your store, such as aisle signs and arrows.
- Promotional signs: These promote offers, limited-time events, and new products. These can include banners and graphics.
- Compliance signs: These ensure your store meets accessibility, fire, and safety bylaws. Common examples are ADA signs and exit signs.
- Digital signs: These modern signs allow you to show images and videos, such as video walls and interactive maps.
It is important to know why you are installing your sign. Once you are clear about its purpose, you can optimize its design. One word of advice: a sign that tries to do too much achieves nothing. Try and focus your sign to maximize its effectiveness. For example, highlight promotions and provide instructions that guide customers to the part of the store that houses the promoted products.
6 Tips for Designing Compelling Retail Signage
1. Size Does Matter
Consider where you will be installing your retail signage and size it accordingly. Signs in storefront windows, for instance, should be relatively large so people can read them as they walk by. In-store signage should be large enough to be readable but not so large that it overwhelms the space.
2. As Do the Colors
Colors have a big impact on mood and energy levels, which is why you need to pay attention to the colours you use. Blues and greens have a calming effect, making people linger. Others, such as red and yellow, energize people and create a sense of urgency.
3. Display a Lucrative Offer
A sign is only as effective as the offer it displays. For effective in-store signage, you must have compelling promotions, such as discounts and new product launches. Try to hit a clear pain point or desire that your customers feel and tailor the offer to them.
4. Have a Clear Call-to-Action
An impactful call-to-action (CTA) goes hand-in-glove with a lucrative offer. A CTA tells shoppers how to help themselves to the offer and why they should. Use simple, frictionless CTAs to maximize the chances of people following through with your offer.
5. Use Glanceable Fonts
People spend, at best, a few seconds looking at signs, which is why you need to make the message as legible as possible. Therefore, swoopy cursive fonts are out, and simple fonts are in.
6. Refresh Your Sign Regularly
Sales messages lose effectiveness over time as people become accustomed to seeing them day in, and day out. Refresh your sales tactics and signs routinely to keep things fresh for your customers. With retail digital signage, you only have to push a button to change your sign and offer.
Get Help from Orlando-based Signage Experts
Not sure about designing retail signage yourself? Work with talented designers who love to create attractive signs that help you grow your business. We design and build everything from banners to retail digital signage. Book a free consultation, and let's start designing stunning signs.
