The most powerful words are often the ones that we don’t say, and marketing experts have got this down to a fine art. When it comes to promoting a business, there are lots of ways to use psychology to communicate things in a subtle and careful way, and this is never truer than in the case of the signage that you use for your business.
One simple sign above a door can tell a potential customer a lot about you and what you offer, even though it may only contain a few words. It can help them to decide whether they are going to step inside your shop or restaurant without them ever even realising that this is the case. So, how do you use psychology to create the perfect shop signage?
What do you want to say?
When you design a sign for your business, it is important to think about what you want it to say, and we don’t just mean the text. You should think about how it reflects your business.
Does it give a hint about what type of business you are and what can be found inside?
Will it appeal to the right kind of market? This can all be achieved by choosing the right fonts, colours, and materials, so start the process by setting yourself some goals when it comes to the purpose of your sign.
What are the needs of your customers?
As you design your sign, you should think about the needs of your customers and how you can meet them.
When you think about what your customers need, you can start to put together a sign that drives them towards the solution, which should be you.
Be consistent
You should always make sure that your signage is consistent throughout your business. If your signage starts to be confused, then your customers will be too. You also need to be consistent in what you are trying to portray.
It may seem clever to be witty with your sign, but if it doesn’t accurately reflect your business at first glance, your customers may not get the joke. As soon as there is any confusion about what you do, you could lose a customer, or simply attract those who are not really interested in your wares.
Imagery
They say that a picture speaks a thousand words, and this can be true of your business signage too. Your business name may not instantly scream restaurant or café, but a picture of a plate of food or a cup of coffee will tell your customers everything that they need to know in an instant. As our brains are able to process visual information much faster than any other, your sign can appeal even to the passenger of a speeding car who may not have time to read all of the wording on your sign.
One well-designed image that is in keeping with your branding and market can do far more for your signage than anything else.
The way our brains absorb and interpret information can be very complex, so employing a little psychology in the design of your signage can be very important. It is about much more than just the obvious, and by tapping into the subconscious of your audience, you can help to draw more people towards your business, influence their buying decisions and help to make it a big success.
Malcolm Judson is the Managing Director at Judsons Signs, specialists in sign making for vehicles, schools and commercial and retail spaces. Judsons Signs manage the entire sign making process, from…
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