Signs of Success^®

Signage plays a key role in helping a business attract customers and influence purchasing decisions once a person has arrived at a location. There are several ways to define advertising signage. Outdoor signs, such as billboards, monument signs, window signs, wallscapes, or even vehicle wraps, are generally used to spread brand awareness in local communities, intended to be seen by audiences that are passing by in cars or on foot, and favored for directing customers to locations by providing addresses, business hours, and concise benefits and value messaging.

Factors that contribute to the success of outdoor signage include size, visibility, location, lighting, and attractive and appealing use of colors, design, and text. Indoor signage focuses on closing the deal once a potential customer has followed outdoor signage to arrive at and walk into a business. It allows for more targeted messaging to promote existing and new products, advertise sales and special offers, and move people conveniently through a location and help them find what they’re looking for. Indoor signage can also spur impulse purchasing and cross-selling opportunities and increase transaction values as a result of strategic placement.

Signs are also be classified as either traditional print and static or digital signage. As the names imply, traditional signage is a cost-effective and low-maintenance solution to attract audiences with messaging that remains constant whereas digital signs are extremely versatile with messaging that can be easily changed and updated for relevancy and immediacy. Increasingly, more businesses rely on a mixture of the traditional and digital signage to reach larger audiences, and static and digital signs are used for both outdoor and indoor advertising. Regardless of business type, both traditional and digital signage offer unlimited opportunities for creative, memorable, and profitable engagements with customers.