One of the most important parts of setting up your retail space is determining where to put signage. When placed well, signs can entice your customers to spend time in your store and make purchases. But without good signage, your shop can become chaotic and disorganized.
Fortunately, there have been a lot of studies done on signage placement as it relates to advertising. In this article, we will go through different types of store signage and where to place it for maximum effect.
Digital Signage
With the advent of social media, some of your store’s “signage” is getting moved online. The success of your business partially depends on your fluency in digital marketing. If you can master the art of social media advertising, you can pull more and more customers into your shop.
Place your advertisements on multiple platforms to boost effectiveness. Instagram and Facebook are great places to start. Fortunately, these two platforms are linked, which allows you to post on both at the same time.
All signage has the goal of giving the customer a “call to action.” This means inspiring the customer to take the next step. That can be making a purchase or entering the store.
This is one thing that social media advertising does very well. With a click or two, they can enter your web store, sign up for a mailing list, or buy your product.
Outdoor Signage
Outdoor signage has one job and one job only: to get customers to enter the store. That means that this signage must be visible, understandable, and enticing.
The visibility of your signage depends on where you place it. Sandwich boards are great because they give you flexibility and the ability to move your sign. For example, putting your sign across the street with an arrow pointing at your storefront can drive traffic your way.
If you put your sign right outside your shop on the sidewalk, don’t block the pathway. Place the sign so that it’s readable before they pass the entry for your store. That way, by the time people comprehend your message, they are right in front of your entrance.
That being said, place your sandwich board sign in a place that is visible from both sides. Don’t place it next to a trash can or another sign. To maximize your visibility to potential customers, you want both sides to be attracting your clientele.
Some sandwich boards can be printed with your business information. But other shops like to adopt a chalkboard style sandwich board.
The advantage of this option is that you can change your message daily. You can entice customers with your creative designs or sense of humor.
People typically bring their sandwich boards inside at night. But your doormat can also act as a de facto sign in front of your store.
Make sure your business name is clearly printed on the doormat. This is signage you can leave in front of your store all night long.
Directional Store Signage
We have all walked into a shop and been confused about where we pay or order. Many business designers say that one of the most important things to consider when organizing your shop is “flow.” Flow means that from the minute the customer enters your shop, they know exactly where they are supposed to go.
This is one of the most important things to consider when designing your store’s layout. Customers are turned off by confusion, and they are easily frustrated. If a potential client enters your shop and isn’t sure where to go, it is likely that they will leave.
This is where directional signage comes in. Directional signage should use a big, easy to read font. And it should be placed at eye level.
Remember, eye level is a range, not an exact measurement. But it should be visible to people standing up or people in wheelchairs.
Place the signage directly in context so there is no confusion about what it means. “Pay Here” above a cash register is much more clear than “Pay Here” with an arrow pointing somewhere else.
These days, more and more shops are using floor decals to guide customers. These are especially helpful to establish customer flow through a business during Covid-19.
Place the decals six feet apart if they are to mark where customers should stand. If they are in place to show directional flow, use arrows and space them intermittently.
Signs for Deals and Savings
Also known as promotional signage, this is a call to action for purchasing. The idea behind this type of signage is to make buying your product enticing to your customers. These signs advertise sales, special deals, and featured offerings.
But where you place those signs impacts how effective they are. There are a couple of great places to put promotional signage.
First, you can put promotional signage in your window. These signs help bring the customer into the store. Once they are through the doors, it is much more likely they will inquire about the deal or make a purchase.
Second, you can put these signs on individual displays. Use countertop sign holders to create the impression that the customer has stumbled upon a hidden deal. They will thumb through clothing racks or table displays if you mark them with a special promotion.
Third, put promotional signage by the check-out counter. Last-minute deals will encourage people to buy things that they hadn’t planned to purchase.
Place Your Signage Carefully
Store signage is one of the most overlooked aspects of setting up a storefront. But the truth is, where you place your signs can help bring people into your store. More importantly, it can help you make sales.
If you learned something from these store signage ideas, check out our blog for answers to more of your merchandising questions.
