We see every single day. There are various reasons to put up signage. They carry details and messages relevant to the masses. Drive down a street or go for a walk, you will encounter various signages. Signages are often a collection of signs. It is a form of one-way communication. From construction sites to business advertising, signages play multiple roles.
Signage or signs are a form of traditional mass communication. It is a form of offline mass communication which ensures one-way transactions of the information. There’s no specific definition for signage. However, any display graphic used to convey information for a large audience can be considered signage.
According to the changes in times, forms and functions of signages are changing. Today, businesses use signage with creativity. The market is competitive, and monopoly is no more. Thus, every customer, every lead generated counts. Companies are ready to go to lengths to gain attention from their audience. Creating a lasting impression in the minds of the consumers is essential.
What is the purpose of signage?
Typically signages are used to inform, promote, identify, raise awareness and give directions. Businesses add their creative addition to the signage and use them for their benefit.
Typically signages provide the following benefits to their customers,
1. Marketing and advertising
Signages are a type of display advertisement. Hoarding can also be considered signage. They communicate the brand’s information with the audiences. Outdoor signages and building wraps are successful ways to promote a business. This outdoor or out of home marketing benefits customers. Signage doesn’t over-expose the audience to the message. Also, even if the signages are repetitive, audiences can move away in a second, and it doesn’t exhaust them like other promotional methods.
2. Fascinate the customers
Signage is versatile. It can be used as a transit and even as an ambient advertisement. They can be placed at a bus stop in Sutherland as an ambient, and outside a bus or inside it as a transit ad, the business can communicate with the target audience. Often signage changes the look of the surrounding. Especially the face of public places changes drastically, this fascinates the target audience or masses, and they’re compelled to at least check the brand’s message out of curiosity.
Signage carries the name, logo and contact details of the business. It helps the audience to recognise the company. The Colour combination and design of the logo provides a distinct identity to the business. Masses start to recognise these combinations and associate them with the business. For example, Red and white are associated with Coca Cola, whereas, Red and Yellow are associated with Vegemite.
4. Directing customers to your business
McDonald’s had used signage as a way of guiding their customers towards their store. The arch of iconic M was used to guide drivers on the highway towards the nearest McDonald’s. Similarly, signages can be used to direct customers near your business. For example, if you run a bakery in Sutherland, and you put several directional signages from Sydney central to attract customers towards your bakery, it can increase footfall in your stores.
5. Basic guidelines
As discussed earlier, can convey important messages. This includes rules and regulations along with guidelines to be followed. A restaurant can put signage saying, “Please sanitise your hands before taking place”, or a shopping mall can have signage which states, “Please wear a mask and keep a safe distance”. Such signages can help in running the business smoothly.
Signages play a vital role in running a business. Their versatile nature can be used creatively to improve the reach of the business. New clients can be attracted to the business with the help of signages.