Business Signs Makes First impression On Your Visitors
“A business without signage is a sign of no business.”
When we meet someone, the first thing we look at another person is commonly their face. All the human emotions reside in person’s face and can give us a hint about a person’s personality. If your business is a human body then signage acts as a face of your business. It helps the visitors to gain their first impression and decide whether they want to buy your goods and services or not.
As per the survey of FedEx Office, 76% of consumers enter a store they have never visited before based on its signs, and nearly 68% have actually purchased a product or service because a sign caught their eye.
In this highly competitive world where Darwin’s theory fits perfectly well: “Survival of the fittest”, Signage acts as the cheapest and yet the most effective employee of your business who is ready to work for you 24 hours a day, 7 days a week.
The article discusses various benefits of signage in growing your business and taking it to the next level.
- The first good impression can do wonders
There are many people who’ve never been to the door of your business. The sign on your business premises is your handshake with the public, and that handshake helps in building the first impression on potential customers.
Moreover, with decreasing attention span of a human being, signage is the perfect medium to attract and hold the attention of a person.
A research was held by Princeton University psychologist who made people look at a microsecond of video of a political candidate. Surprisingly, research subjects could predict with 70-percent accuracy who would win the election just from that microsecond of tape. Such research tells us that people jump to judgments in no time.
The graphic presentation of your business sign help in many of the following ways:
- Creates first good impression by effectively communicating the style, professionalism and overall presence of your business.
- On getting impressed, a visitor turns into a customer, thereby contributing to increasing your revenue.
- A happy customer becomes your marketer as business signs brands a consistent image in minds of repeat customers.
The consumer remembers the impression if the initial “signage impression” is bad. The Bad impressions are quicker to generate and more resistant to disconfirmation than good ones.
- Boost up the sales
A properly made and well-maintained signage can definitely reduce the need for other forms of advertising. In addition to the role of communicating the message of business effectively, business signage acts as a perfect marketing device. Signage should never be an afterthought and companies that understand the true value of good signage considers it as an investment that will, later on, pay for itself many times over.
Instead of employing a salesperson, invest some money on signage and it will speak effectively and loudly to a passerby, informing them of your product or service.
Considering all the forms of advertising, a business sign is proved to have the best return on investment. A study says for each additional sign installed at a site, annual sales dollars are expected to increase by 4.75 percent. For a typical store with annual sales revenues of $500,000, this translates to a $23,750.
An Example of McDonald’s proving the advantage of signage in modern era…
A fast food giant McDonald’s have taken the advantage of digital signage to increase their sales and without any surprise digital signage did exactly what they wanted.
Across the UK, McDonald’s used digital display systems, both to advertise food and offer interactivity with consumers. The positive impact can be seen from the fact that stores saw a marked increase in sales of up to 11% for some products.
- Increases brand awareness
Effectively designed signage with properly placed business logo can help in reinforcing its brand. Therefore, signage not only helps to increase the company’s revenue, but it is a tool that is equally effective for overall marketing strategy. Signs are used to draw attention to promotions, thereby conveying information about the business in no time.
What is the most important element that every business seeks? It is recognition which is a most important aspect that every business tries to achieve and it becomes possible only if a business signage is so extraordinary that it stands out from the crowd, eventually increasing the brand exposure and chances of visitors to turn into repeat customers.
The survey of 100,000 North American shoppers also found that nearly 86% of shoppers agreed that signage can convey the personality and branding of a business.
There are many types of signage that you can choose from as per the requirement of your business.
Apart from above-mentioned benefits of business signage, they are also proved to be highly effective in an employee area too. A recent study from office-design expert, Haworth, suggests that expressive design elements in your space can increase employee productivity by 22%. They can be used as a tool for motivating sales staff. Screens can play a role of leader boards which can be an inspiration for staff to increase their sales numbers by competing internally with other teams.
In the end, the signage should play 3 roles very effectively: ABC
- A- Attract new customers
- B- Brand your site in mind of consumers
- C- Create “impulse” sales