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The ABCs of Effective Signage - PowerPoint PPT Presentation

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The ABCs of Effective Signage. Attracting New Customers A certain number of your customers will inevitably move out of the area, change their buying habits, or switch to competitors, so your business must constantly restock its customers! Branding Your Business

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The abcs of effective signage

The ABCs ofEffective Signage

Attracting New Customers

A certain number of your customers will inevitably move out of the area, change their buying habits, or switch to competitors, so your business must constantly restock its customers!

Branding Your Business

Signs can trigger emotional responses. They create expectations in terms of ambiance and quality. They either beckon or repel customers.

Creating Impulse Sales

Impulse sales comprise 68% of total sales. Signage must attract impulse buyers and turn them into repeat customers.

The four standards of effectiveness

The Four Standards ofEffectiveness


How many people see the campaign?


Who responds best to the sign? To maximize your reach, you need to tailor your visuals to the taste and age groupings of your most likely customers.


How many times does your target population sees your message?

Cost Per 1,000 Exposures

How much does it to cost to expose 1,000 viewers to your message?

Understanding sign codes

UnderstandingSign Codes

Traffic Safety Codes

Studies have shown that signage does not cause accidents by distracting drivers.

Some restrictions on signage actually make streets more dangerous, by limiting the visibility and informational content of signs.

Hidden, defective, or unreadable signs do pose a traffic hazard, and are also failures as promotional Devices

Zoning Codes

Zoning regulations define parcels of land in terms of the activities permitted on them.

Signs can be controlled as to size, illumination, height, and so forth.

Codes that ban certain types of signs selectively are increasingly viewed with skepticism by the courts.

Aesthetic Codes

Often valid if based on community standards, but must be fairly applied

The public generally approves of useful, attractive, informative signage

Consider brand image and goodwill issues before attempting to overturn aesthetic codes

Signage and the constitution

Signageand the Constitution

Design standards for effective signage

Design Standards forEffective Signage


Your sign must be in a place where your target customers can see it


Your sign must jump out and grab the customer's attention


Your sign must be effortlessly readable, and give consumers plenty of time to see, read, and react


Your sign's design and content must be compelling to the target customers you identified in your market research

Elements of design

Elements of Design


Size is a basic factor in visibility. The size of a sign frequently determines how long it takes for a driver to see it and decide to turn.


A flat sign against the wall will be almost invisible to motorists. A two-sided V-shaped sign at a 30 degree angle leads to good visibility in both directions.

Cone of Vision

If your sign isn't easily visible inside a twenty degree arc from the center of the road, you're not getting the job done. Also, signage outside the cone of vision can create traffic hazards.


Simple, clean fonts make for the most effective signs.


Contrast is what makes the letters or images on a sign jump out at the viewer.

Elements of design1

Elements of Design

Amount of Text

Text should comprise three to five words in order to make it readable in a single glance. To avoid visual clutter, thirty to forty percent of your sign should consist of blank space.

Height of Letters

More height means a better reaction time for drivers. It's better to err in favor of greater visibility than to risk having your message lost.


How bright your sign will be depends on many factors community standards and sign codes, type of neighborhood, cost of lighting fixtures electricity, and your operating hours.


Your logo and text determine the type of kind of shape you'll choose. Also, consider custom shapes that reflect your product or service.

Things you should know before approaching a signage provider

Things you should knowbefore approaching a signage provider

What’s your budget for signage and sign maintenance?

What's the traffic flow for pedestrians and automobiles?

What's your cost per 1,000 exposures?

How will psychographic and demographic data affect your signage decisions?

What kind of signage fits your branding and positioning statements?

How will signage communicate your brand identity?

What sign codes and local standards apply?

What permits and licenses are required?

What weather and temperature extremes must your sign withstand?

What size, materials, and style do you want?

What colors work best in the context of your site?

What are competitors doing, and does it seem to be working?