Promotional Malpractice: 3 Lessons Learned From Business Signs Near Me
Today’s post highlights three ways to steer clear of promotional malpractice with your business sign design.
Read on to learn more how to optimize your #1 marketing asset, or call (248)-955-1095 to speak directly with a business sign specialist near you in Farmington Hills, MI.
Business Sign Mistake #1: Improperly Sized Signage
If your sign is too small, it won’t be noticed. And that happens to local businesses more often than you might think. In fact, in a national study by BrandSpark International, more than 600,000 survey respondents—over 60% of those polled—stated that they had driven by a business they intended to visit because the sign was too small to catch their eye on the road.
But bigger isn’t always better. If your business sign is too big, your audience will have trouble taking in your message at-a-glance. Oversized signage also typically increases project costs—and who wants to pay extra for ineffective advertising?
Furthermore, in extreme cases, oversized signage could result in sign code violations and fines. For example, in Farmington Hills, your secondary business signage may not exceed four square feet or 32” in height, according to section 5-21 of the Charter Code of Ordinances.
Proper business sign size will depend on your location, marketing goals, and target audience; if your business is located right off of a busy highway, and you intend to target passing drivers, your sign specifications will be very different than they’d be for an in-store point-of-sale promotion.
All in all, there’s a lot to consider when determining your sign size, but Premier Signs Plus is here to help. We’ve already helped hundreds of local businesses optimize their sign specifications, and we can do the same for you. Book a free business sign consultation or check out some of our premier sign results online.
Business Sign Mistake #2: Improperly Angled Signage
“People see things most clearly when they are directly in-front and facing them,” states the International Sign Association. “Every adjustment up, down, or to the side, and every angle of rotation, affects the visibility of that sign.”
Unfortunately, many business signs are installed at the wrong angle, and they’re costing companies valuable sales and impressions every day. In many cases, this happens because the business owner feels they must mount their sign directly onto their building—in other words, they feel limited by the angle of their storefront.
But that’s absolutely not the case. Alongside our wide range of hanging signs and blade signs, which project off your building to hang perpendicular to your storefront, we carry dozens of freestanding sign types, like pylon signs and monument signs, which allow our clients to create dynamic displays at optimal viewing angles. Call (248)-955-1095 or check out our online gallery to learn more.
Business Sign Mistake #3: Poor Use Of Color
The colors you choose for your business sign text and substrate not only affect contrast, which in turn dictates your sign’s legibility and visibility; they also greatly influence viewers’ first impressions of your business.
For example, in a fascinating study by the Journal of the Academy of Marketing Science, researchers found that red carries associations of “excitement,” making it ideal for big sales and indulgent items, whereas blue conveys “competence,” making it better suited for accountants and tech businesses.
To learn more about how to optimize your sign palette, get in touch with our business sign specialists for a free consultation.
International Sign Association. (2012). 5 factors of sign visibility. Sign Research Foundation.
Labrecque, L. I., & Milne, G. R. (2012). Exciting red and competent blue: the importance of color in marketing. Journal of the Academy of Marketing Science, 40(5), 711-727.