Did you know that the majority of in-store signage is barely read by shoppers? Research suggests only between 15-20% of signs are actually noticed. This is because shopper’s mindsets have been pre set on a task of buying. The more complex the signage the less likely it will be read. Word heavy messaging is best kept to the packaging. Your signage can do a multitude of things: it can help deliver and affirm you brand, it can create aspiration, help customers navigate, communicate offers and add to the stores overall ambience.
Here is a six point check list to help you get the most from your signage:
Six Point Check List
- Keep it Simple
Communicate the message concisely in as few words as possible. Simple signs create easy navigation and engagement.
- Keep your headlines short and don’t be scared of white space
Ideally 3 to 5 words maximum, using a clean, crisp, and easy-to-read typeface. As good rule, thirty to forty percent of a sign’s area should be left as white space for optimal readability.
- Use colour consistency
Consistently using one colour scheme will create visual impact, a more cohesive brand experience and standout.
- Get the scale/ratio of the sign right within its location
Think about the location of the sign, is it too big or too small within the area it is being displayed.
- Unique Shapes create visual interest
Our eyes naturally gravitate to unique shapes. Such signs are often more likely to be viewed by customers.
- Use Engaging imagery
Images should be the dominant element of a sign as they more easily appeal to the subconscious.
