Digital marketing is undoubtedly a promising and effective solution to promoting a business over the internet. However, this strategy should still be supported by traditional marketing techniques, particularly in physical retail stores.
One traditional marketing strategy that most physical stores use are window signs or stand-alone signages. These marketing materials are easy to install, low-maintenance, and can give a high return on investment if designed appropriately.
If you are planning to have signs produced for your physical retail store, here are some helpful tips on how you can make your sign as attention-grabbing as possible:
Tip #1: Play with contrast
More than the text, the overall appearance of your signage is the very first thing that the customers will notice when they happen to pass by your store. That is why you must pay attention to the layout and how you choose the elements to incorporate into your sign.
One way you can make your signages stand out is by playing with contrast, as this significantly helps highlight the important message in your signage. You can do this in various ways, such as mixing contrasting colours, shapes, and font styles, to ensure that the important elements stand out.
When designing an attention-grabbing sign, the first thing you need to plan is what colours will you use for the text and its background. To highlight your message, make sure to use a text colour that is entirely different from the background. Perhaps you can use black for the text on your “sale” signages and then a bright yellow for the background. This will surely attract attention even from a distance.
Layout designers believe that the best combinations of contrasting colours for retail signages are:
- Black on yellow or vice versa
- Black on white or vice versa
- Green or blue on white
Another thing that you can consider is the shapes on your sign. There are two types of shapes you can use: organic and geometric. In most cases, geometric shapes attract more attention compared to the other, but you should also consider its surrounding environment when creating a design.
What you can do is to contrast the shape of your signage on your store. For instance, if your store has too many edges, consider using round signages and vice versa.
On Font Styles
When choosing what font style to use on your signage, you need to consider its legibility and its ability to attract attention effectively. It is also crucial that you use a font style that reflects your brand and your branding.
There are several things that you should remember when creating signages, including:
- Use simple, clean, and bold fonts for best readability
- Use a maximum of two different fonts in one signage
- Use a consistent font style in your marketing materials
Tip #2: Create a hierarchy
The next thing you need to do to grab the attention of your customers is to create a visual hierarchy in your design. Doing this will help highlight the most important part of your message, perhaps the word “sale” or “discount.”
There are many ways you can create a hierarchy on your layout. One example is to focus on the text itself. With that said, here are some ways you can customise the text on your signs to create a hierarchy:
- Use larger font size for important words or phrases. The size of your text will determine the purpose of your sign as well as dictate to customers what they should do.
- Follow the standard of reading text which is from left to right and top to bottom. If you want to increase the font size of a particular word or phrase, make sure to place it at the top.
- Do not stuff unnecessary words in your signage. Keep it short and straightforward.
- Use heavy typefaces to add visual dominance.
Signages are great marketing material for physical stores to grab the attention of potential customers. To make your sign noticeable on a busy street, you should design it in a way that stands out from its surrounding environment. You can do this by playing with contrasts in your colour, shape, and font style choices. Also, don’t forget to create a sense of hierarchy by highlighting texts through larger font size, thicker typeface, and correct placement.