Signage is one of the most important marketing tools that a business can use to promote their brand, increase visibility, and attract customers. However, despite its importance, many businesses make costly mistakes when it comes to signage. These mistakes can range from poor design and location to failure to comply with regulations. In this post, we will discuss the top 10 signage mistakes to avoid for your business to ensure that your signs are effective in promoting your brand.
Mistake #1:
Not Considering the Location of the Sign: The location of a sign is crucial to its visibility and effectiveness. A sign that is placed in an area with low foot traffic or poor visibility will not be seen by as many people as a sign that is placed in a highly visible location. When choosing a location for a sign, it is important to consider factors such as foot traffic, lighting, and weather. A well-lit, highly visible location with a lot of foot traffic is ideal for a sign.
Mistake #2:
Choosing the Wrong Type of Sign: There are many different types of signs available, such as illuminated signs, banner signs, and monument signs. Each type of sign serves a different purpose, and it is important to choose the right type of sign for your business. For example, if you want to promote a sale or event, a banner sign might be the best choice. However, if you want to establish a long-term presence in a location, a monument sign might be more appropriate. It is important to research the different types of signs available and choose the one that best fits your needs and goals.
Mistake #3:
Not Following Zoning and Permitting Regulations: All businesses are required to comply with zoning and permitting regulations when it comes to signage. Failure to follow these regulations can result in fines or even having to remove the sign. It is important to research the regulations in your area before installing a sign and to obtain any necessary permits. A professional sign company should be able to help you navigate the regulations and obtain any necessary permits.
Mistake #4:
Skimping on Design and Materials: A poorly designed or cheaply made sign can reflect negatively on a business. A sign that is poorly designed or made from cheap materials can appear unprofessional and may not be as effective as a sign that is professionally designed and made from high-quality materials. It is important to invest in a professional design and high-quality materials for your sign to ensure that it is effective in promoting your business.
Mistake #5:
Not Properly Maintaining the Sign: Neglecting to properly maintain a sign can lead to damage and reduced effectiveness. It is important to keep the sign clean and in good repair. Regular cleaning, repair, and maintenance are essential to ensuring that the sign remains effective over time.
Mistake #6:
Ignoring ADA Compliance: All businesses are required to comply with the Americans with Disabilities Act (ADA) when it comes to signage. Failure to comply with ADA regulations can result in fines and legal action. It is important to make sure that your signs are accessible to people with disabilities by using appropriate typeface and ensuring that the sign is located at an appropriate height.
Mistake #7:
Not Including a Call-to-Action on the Sign: A sign should not only inform but also motivate viewers to take action. A clear and compelling call-to-action on the sign can encourage viewers to visit your website, make a purchase, or take some other desired action. Without a call-to-action, the sign may inform viewers about your business, but it may not give them a clear next step. Including a call-to-action on your sign can increase its effectiveness in promoting your business.
Mistake #8:
Not Properly Testing the Sign Before Installation: Testing the sign before installation can ensure that it functions as intended and meets all regulations. Testing should include visibility, readability, and compliance with regulations. It is important to test the sign in the location where it will be installed and make any necessary adjustments before installing it permanently.
Mistake #9:
Not Measuring the ROI of the Sign: It is important to track the return on investment (ROI) for the sign. By measuring the impact of the sign on foot traffic, sales, and brand recognition, you can determine if the sign is an effective investment for your business. If the ROI is low, you may need to make changes to the sign or consider other marketing strategies.
Mistake #10:
Not Regularly Updating the Sign: Signage can lose its effectiveness over time, especially if it has been installed for a long period of time. It can become unnoticeable or even forgettable to your audience, making it less effective at promoting your business. It's important to periodically review and update your signs, such as by changing the message, design or even the location, it can make it more relevant and impactful.
In conclusion, signage is a vital marketing tool for businesses, but it is easy to make costly mistakes when it comes to signage. By avoiding the mistakes discussed in this post, businesses can ensure that their signs are effective in promoting their brand and attracting customers. Remember that it is important to research the regulations in your area, invest in a professional design and high-quality materials, and maintain and update the sign regularly. By taking a strategic and professional approach to your signage, you can achieve the best results and reap the benefits that come with it.