Nowadays it's really easy to overlook the value of good signage, or even dismiss it. And that would be a mistake because, in truth, there's a lot going on behind the scenes. Your signage is your business' first impression, and that will directly affect the psychology of your consumers. In the first part of this series, we'll be going over fonts, and how different styles of font can create different impressions on people.
Fonts, as you may know, come in many shapes and sizes. There is such a massive collection of them that picking a style can be very challenging. And though it may seem menial, it is actually one of the most important aspects in controlling a consumer's initial impression of your business. This is because font choice, if done well, is used to compliment your other design choices --which reinforces your brand as a whole. And likewise, poor font choice can actually deter people's intended perception of your business.
When selecting a font, you'll find that there is a multitude of styles to choose from. And all that choice can be overwhelming. Before you decide, ask yourself what exactly you want to convey. What do you want people's impression of your business to be? Different styles of font convey different ideas, and those ideas are what drives your brand.
If you want your business to be perceived as competent, authoritative, or formal, a font in a serif style would suit your needs. Such a font also makes a business seem more safe and trustworthy. Furthermore, sans serif font styles are the modernized alternative to regular serif. It's minimalistic and oftentimes used by tech-centric companies. Script fonts, which mimic cursive, are perceived as more elegant, sophisticated, and personal than other styles. And if you want to make your business seem more jovial and inviting, bubbly or rounded font styles will suit your needs.
And as a rule, thin-lined fonts are used to convey beauty whereas obscure typefaces convey uniqueness, and slanted letters convey speed.
But in the grand scheme of things, all of these examples are just the tip of the iceberg. There's still plenty of excellent resources on the internet and we encourage you to further explore the ever-evolving world of typography.
"The price/quality relationship comprises consumers' perceptions of value. High prices are often taken as a sign of quality, especially when the product or service lacks search qualities that can be inspected prior to purchase.“ Wikipedia
With that statement, it should be noted that not all custom signs are built the same, and not all are built to last. Many sign companies will quietly skimp on materials to save money on their end, resulting in signage that warps in extreme temperatures or fades after repeated direct sunlight exposure. This isn’t even the lowest some “manufacturers” will stoop to; some are merely shell fronts and only deal in imported, shoddily made parts and even completely built signage from overseas that don’t meet CSA standards. But they won’t tell you this, using deceptive language like “Designed in Canada” to deflect the truth of their actions. If you’re paying Canadian prices, you should ensure you’re receiving wholly Canadian made signage.
When dealing with quotes from multiple sign companies, ask their representatives to detail what materials will be used, where from, and what measures will be taken to remedy these issues if applicable. But also ask your fellow business owners (if possible) what sign companies have given them the best results most recently. If you're still unsure, Google Reviews can often be a helpful source of info as to which sign companies are most reputable, and whose signs will stand the test of time.
It is important if you are investing in new custom signs for your new business to do your research, so you are getting the best value for your money and time.
Electra Sign is a full service custom sign company located in Winnipeg Manitoba. We offer professional sign design, skillful manufacturing, experienced installation, and quality sign service.
Website: http://electrasign.com/
Facebook: https://www.facebook.com/Electra-Sign
Twitter: https://twitter.com/electrasign
Pinterest: https://www.pinterest.com/electrasign
LinkedIn: https://www.linkedin.com/company/electra-sign-ltd-
Instagram: https://www.instagram.com/electra.sign
When discussing a potential custom sign with your salesperson, it's important to have some sort of a budgetary number in mind from the beginning. Even the most "ballpark" of numbers will prove more valuable than no answer at all and help you to avoid the pitfall of assuming you have the funds available no matter the outcome. Your salesperson should know the basic ins-and-outs of signage pricing (although the final amount will typically be calculated by an internal signage estimator) and they can give you a rough idea of the best way to leverage your funds for maximum signage potential up-front. Many people vastly underestimate the sticker cost of custom high-quality, lasting signage, and end up disappointed or frustrated when their first estimate returns.
An effective sign should be considered as an advertising investment, not an afterthought. A high percentage of your business will come from people that live in the vicinity and who drive past your business signage daily. A smart business owner will understand and budget for an effective engaging sign that gets noticed. Sure, big companies like McDonald's spend millions on advertising on TV and online but try to imagine if they did not have effective signs. McDonald's did an experimental study where they raised and lowered the visibility of their signage. They found that when the signs were raised higher and made more visible, sales were higher and vice versa when the signs were lowered. From that study, McDonald's learned the value of investing in effective business signage and budgets accordingly.
However, don't take this to mean that all custom signage is unnecessarily expensive! Not all signage needs are equal, and a limited budget doesn't mean your storefront sign's impact must be diminished. Your salesperson from the sign company you are dealing with should be equipped to provide you with the insight you need, matching your business signage needs with the right product to satisfy them.
Electra Sign is a full service custom sign company located in Winnipeg Manitoba. We offer professional sign design, skillful manufacturing, experienced installation, and quality sign service.
Website: http://electrasign.com/
Facebook: https://www.facebook.com/Electra-Sign
Twitter: https://twitter.com/electrasign
Pinterest: https://www.pinterest.com/electrasign
LinkedIn: https://www.linkedin.com/company/electra-sign-ltd-
Instagram: https://www.instagram.com/electra.sign
To directly speak with a representative, call:
Winnipeg204.452.6168
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