Targeting the Right Audience with Killer Signage

Back in the “old days,” people got into the sign business through apprenticeships where they learned the painstaking craft of designing and creating signage for businesses. That’s because signs had to be hand painted, and it often took several years to get it down just right. Fast forward to today and everyone’s an expert, due in large part to vinyl cutters and plotters designed for large-scale production that can make the task of creating signs easy-peasy. With these tools so readily available now-a-days, it seems everyone has become a sign designer. However, there’s much more to the process than you may think.

Learning the Layout

Despite the advances in signage, the basics of creating an effective sign that will grab the attention of your potential customers has remained largely the same. Finding the right words, combined with the perfect graphics, is still something that takes a keen eye, knowledge of the target audience and expertise. Copy — the meat of what you have to say — must be conveyed succinctly yet quickly so as to make the most of the space allotted. Signs aren’t cheap, so you have to know what you want to say in just a few words to pique the interest of anyone looking. This involves making sure the most important part is read first, followed by the secondary copy and so on.

Short and Sweet

Placing enough negative space around your words makes it easier to comprehend. This is especially important for signage along roadways, in traffic and on moving vehicles. You don’t have a whole heck of a lot of time to say something, so it better be good! When you cram too much info into a sign and someone is traveling at 35MPH, it takes too long for their brains to not only notice but read the message and you’ve lost your opportunity.

Strategic Use of Color

The colors you use in your sign are a big factor; if they don’t represent your brand, you lose brand presence. In addition, if the color of your sign is identical to all the other signs crowded around it, your effectiveness will be lost as it blends into the background. Make your sign stand out with just the right use of complementary colors. Think of your sign as a type of silent salesperson for your business, says the Houston Chronicle, helping to differentiate it from others on the street.

Spend More to Get More

You may feel that shelling out $300 to $1000 for a sign for your business is too much. Is it really though? You probably spend hundreds of dollars every year on newspaper ads that are gone once they appear. Making an investment in a sign that will last for years to come is a wise choice. As a result, signage is one of the most cost effective types of advertising you can implement and will last many more years than other forms of advertising. This is why it’s so important to hire a professional that has been practicing the craft for years, with in-depth knowledge of layout and design. Cutting corners to get one made on the cheap will show in the final design and longevity. Getting it done right the first time is to your advantage. Take the necessary steps to grow your business to its full potential by hiring a professional sign maker. Give us a call today at (256) 844-8629 to learn how!

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