Brands utilise different visual marketing strategies, setting them apart from their competition, and catching people’s attention. Exterior signage is one way for brands to identify themselves to customers – it serves as a company’s unique call-out, a way of introducing what your brand is all about. Whether it’s creating event signage, LED signage, digital display, or car wraps, your unique business’ signage needs to be effective at relaying your brand’s message.
One way to approach the sign creation process is by putting yourself in the shoes of the customers, and see through their perspective. After all, the customer is (almost) always right! So, without further ado, lets get into our list of factors to consider when creating exterior signage.
Having a clear purpose for your sign is one of the most important factors to consider, and should be the first thing you iron out. Knowing the exact purpose for your sign will make it much easier to identify the most suitable medium. Does your sign want to attract attention? An LED sign may be a more viable option. Do you need to disseminate important information? A smart sign could work for you! Whatever your sign’s purpose is, you should ensure that each goal is met and that it reaches your target audience.
Location is another key factor in creating an effective sign, so pick your sign’s location with great consideration. Do you need your sign to catch your audience eyes from miles away? If so, carefully consider its size to make it visible. Will it reach the people you need to influence? Increase your visibility by strategically placing them in target locations, where your identified audience is. Make sure your sign has the ideal position and location so that your customers won’t have to search for it.
Now that you’ve established your key message and location, it’s time for the fun part – creating an appropriate design that will best represent your brand identity. Here’s the catch: there is no one way to approach design – what matters is that you know your brand inside and out, and can make judgements based on that. While this opens you up to plenty of design possibilities and opportunities, it’s important to stick to basic design principles that promise the most impact in the shortest amount of time.
One way to do this is to complement the design with the message. This way, you can convey your message in the least amount of words as possible, so that the visual design aspect stands out and speaks for itself.
It’s a good idea to get expert design suggestions from a professional who can help you communicate your message in the quickest way possible and in the most engaging manner. If you have any burning ideas, bring a draft over that you can work off of – this makes it easier to bounce around ideas with your chosen expert.
On top of making your signs unique and visually stunning, you also want to make it eligible and readable. This goes without saying, but you’d be surprised how many business owners are willing to sacrifice readability for more extravagant designs.
Remember to put yourself in the shoes of a customer; you probably wouldn’t want to spend any more time and effort than needed just to read a sign, and your customers are the same.
Make sure that your goal to stand out doesn’t come in the way of your sign’s readability. The lettering should be large enough so that it can be read from a distance by choosing fonts that are clean, crisp, and easy to read.
The physical material of your sign is just as important as your content. When you produce a sign for your brand, you want to maximise its use. This means making sure it is made from high-quality materials produced to withstand weather conditions – especially in New Zealand. No matter what type of signage, it pays to invest in a certain level of durability and functionality in order to take full advantage of its purpose.
Remember, your signage conveys your brand’s message, and you want this message to be one of quality, not falling apart at the seams. Make sure to work with a signage provider who can fabricate tailored, long-lasting solutions for your business.
Effective Signage Solutions
At Sign Foundry, we don’t just understand your requirements, we also take the time to understand your business. This means we can give the best advice and provide the right solutions for how to properly convey your brand through signage. Whether it’s exterior building signage, LED signage, an interior fit-out or a digital display, we can provide you with end-to-end service, and cover everything in between. Contact us today to learn more!