How does signage enhance your Customer Experience?
Signage is a big one. It is so very frustrating to be looking for a business while driving down the road trying to pay attention to, and look out for, distracted drivers, one-way streets, texting pedestrians, and darting dogs off leash.
When signage isn’t properly placed perpendicular to the roadway or the sidewalk, finding your business becomes a struggle.
Business Signage Failure
Even in the days of GPS (and knowing how to use it properly) my husband and I had a heckuva time finding a restaurant in the city last fall. We had read the reviews and picked out a special place to go for my birthday. I was quite excited as we were having a few friends join us. We set the GPS and were off, anticipating a great evening despite the pouring rain.
Our GPS kept saying, “you have arrived”, “you have arrived“, then, “recalculating”. This became more than mildly annoying as we circled the block looking for the restaurant but not seeing any signs for our destination.
Finally, we just parked the car, slogged through the downpour, walked around the block, and found the place hidden off some corner patio entrance. Why was this place so hard to locate? First, the location was a bit obscure, second, there was nothing near the sidewalk that led us into the destination. It was like hunting for Easter Eggs, but not in a fun way.
When people are looking for your business, are they able to easily find you? Sure, GPS helps. But your signage can help make that search for your customer all the more fruitful.
Why Correct Signage Translates to Dollars for Your Business
In the book 25 Immutable Rules of Successful Tourism by Roger A. Brooks and Maury Forman, there’s a chapter dedicated just to signage. “20/20 Signage Equals $$$. The rule of perpendicular signs.”
Perpendicular signage is something your business can utilize that works for you 24/7, 365 days a year. It doesn’t call in sick, works in the rain or shine, and never needs a raise.
Eyes on the Road – Drivers Ed (or your dad)
For example, when your signage is placed perpendicular to your building, drivers and walkers alike can see your signage with their peripheral vision. Do you remember driver ed or your father teaching you to drive saying, “eyes on the road”, eyes on the road”.
Eyes in front, and on the road, means that drivers are relying on your signage being readable from a distance and also to be found using their peripheral vision.
If your signage is in your window flat against the building, then the driver has to turn their entire head to look at your building in order to find your sign. This leaves only peripheral vision to watch for hazards in front of them. This is not safe; it’s not safe at all! What you’re creating is a golden opportunity for the driver to crash into the car ahead that had to stop suddenly for the darting, off leash, dog.
Having your signage placed perpendicular to your building allowing drivers and pedestrians to find you is just good business.
Make Signage Work for You
To make your signage really work for you, check off these four items when designing:
Perpendicular: Place your signage perpendicular to the road. This means your sign is hanging from an awning or attached to the side of your building.
Font: Check out your font choice. What looks fabulous on your computer may not look super fabulous or even be easily readable from 100 feet away. I’ve seen some fancy logos and names that when blown up larger than life size on a billboard, accidentally created a new, unintended, picture. Big oops.
Communicate: Communicate what you’re selling. If your signage works for you 24/7 365 days a year, make sure it’s telling people what you offer. Don’t make the customer come back during business hours to find out. They won’t. Adding a simple a three-word tag line below your name gives customers a reason to come in!
Lettering Size Matters: The general rule is 1 inch for every 12 feet of distance you want to be seen. This improves readability. According to Brooks and Forman, for an area with visitors traveling between fifteen to thirty-five miles per hour, you want letters to be about eight inches tall. 8″ lettering = readability from 96′.
One Final Example for Perpendicular Signage
If you’re still not convinced about having perpendicular signage, Brooks and Forman give one last example. “Imagine what would happen if the highway department placed road signs parallel to the road, instead of perpendicular – or if they used only 1-inch tall lettering, or a script type style.”
When you put it this way, it makes perfect sense! It works on the highway; it will work for your business. Your customers, new and old, will appreciate it!
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As always, contact me anytime at: info@Kaizen.Zone