When it comes to consumers, the reality is that they can be quite particular. You can have a great product, excellent customer service and even operate in a premium location. However, if the exterior of your business doesn't look appealing – you miss out on business. Remember that your signage also counts as part of your exterior image. If your signage is in need of repair or updating, and you've been putting it off, you might be sending the wrong message.
Particularly when it comes to new customers, a sign that is suffering from extreme wear doesn't send the type of message you would like. A sign in this condition, such as with significant fading or an electric sign that is only lit on one side, could translate into a lack of care.
Not only will they assume you have a lack of care for the actual sign, but that you also share this attitude when it comes to customer service and the quality of the products or goods you provide, causing them to stay away without even giving you a chance.
Too Much Information
Just as you can give someone too much information when sharing facts about your personal life, you can make this same mistake with your signage. Think of signage with the four W's (the who, what, where, and why) in mind. Your sign should say who you are, what you offer, where you're located and where you can be contacted, and why you're the best.
If you're adding more content than this, people probably won't have time to read the sign as they pass by, and they'll likely end up more confused than anything. Create a clear and concise sign that's easy to read.
Always understand that your signage should be an extension of your business, not separate. The branding, color, and overall feel of the sign should give potential customers an idea of the type of business you operate. For example, a family fun center wouldn't exactly be compatible with a plain black and white sign.
This type of business would fair better with signage that had bright colors and playful font. If your signage isn't casting your business in this light, you might want to make some changes.
Fortunately, these are all mistakes that are easy to avoid and correct. If there is an issue with your signage, reach out to a professional like SignArt of New Mexico, Inc. to ensure you're sending the right message.