Signage: Always a Good Sign (Recon Thursday/Physical Evidence)

Hello there, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  Today is Recon Thursday

We’re going to take a look at signage as physical evidence, part of the 7Ps.

One might argue that there are too many signs, however, we are a visual society and signs are important to us.  They provide general information, help us find our way or, are a call to action such as Don’t Walk.  Signs are an integral part of our society

Signage can be a large part of physical evidence, one of the 7Ps of Marketing.  It creates a visual presence for a company with a physical location and will drive traffic.

First and foremost, signs must be readable.  There is a new coffee shop in a local strip development and I cannot read the sign from the parking lot.  It is the only sign in the strip mall that is so inadequate.

Another element is design.  Stores frequently do not put enough thought into what their sign physically looks like.  It should be appealing to draw in potential customers.

Signs of poor design and/or quality are a reflection on your business just as much as if you didn’t say hello to customers when they walked in the door.  Items such as missing street numbers are part of signage and detract from a business’s appearance.

Next time you are out and about, take a look at the signage around you.  Note the characteristics of the signs that you like and don’t like.  One that particularly irks me is when a business hangs up a flimsy, Xeroxed paper sign that gets bent and faded.  That doesn’t tell a very good story about the company displaying it.  It says they don’t care about making an effort to provide customers with a pleasing visual presentation of their information.

In the future when you are designing signage, take your observations into consideration and create a sign that will really drive interest and traffic to your business.

That concludes Recon Thursday.  Be sure to stop by tomorrow for Digital Friday.  To discuss an online or face-to-face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.