People are 6.5 times more likely to grasp and remember visual information than textual or auditory information. The human brain can store 90% of visual information. Retail signage is critical but usually overlooked bridge between what consumers need to know and what retail stores want them to know! 

Therefore, making that bridge as fast and as wide as possible is crucial. How do you use your retail signage to drive customers, build brand loyalty, increase sales, and improve customer experience? Today's article will give you some practical tips and tricks to achieve your goals. Read on! 

Focus on Your Brand's Voice and Insights

Signage is an excellent opportunity to create an immersive and pleasant customer experience. It can transform your store from a mediocre point-of-sale to a premium-quality center with positive customer experiences. 

Whether your style guide and brand voice are cheeky, friendly, fun, or sassy, your store's signage must express that voice. The purpose is to remind consumers that purchasing from your retail store is different from shopping with your competitors. 

• Use the exact colors you use in your brand's promotion, marketing, and sales materials to maintain consistency 

• Aligning the signage with your retail store's strategic goals by:

o Drawing attention to upselling opportunities and promotional products

• Selling a lifestyle, meaning your brand must stand for something consumers want, so connect with that via:

o Persuasive language and colors 

• Thinking outside the boxy signage by trying different 

o Shapes 

o Materials 

o Designs 

When you try different materials, shapes, designs, and colors, you can draw your customers' attention, improve your store's reputation, increase sales, and maintain a competitive edge in the market. 

Use Large, Bold, and Easier to Read Fonts

Serif fonts are large, bold, and easier to read, allowing consumers to know more about your brand and products. These fonts with little "heads" and "feet" attached to them, like Times New Roman, allow consumers to read at a distance compared to sans-serif fonts. 

Therefore, we suggest sticking to serif fonts to convey your store's information to consumers efficiently and quickly. Effective retail signage also requires owners to consider font color with other creative elements. 

Ensure enough contrast to prevent decreasing the legibility of your signage. For instance, black-on-white is better than pink-on-red. The bolder and larger the font, the higher the likelihood of your customers reading the signage. 

Include Calls to Action

Creating a connection between your retail signage and conversion goals via CTAs is an excellent way to drive more customers and increase sales. Whether your goal is to improve loyal program sign-ups, gain more subscribers to your newsletter, or increase sales of a specific product, including a CTA is necessary. 

Creating retail signage aimed at these call-to-actions is an effective way to drive more customers to your store. So, forget creating CTAs for your retail signage; instead, develop signages for your CTAs. 

Use Directional Signage

Directional signage, also known as wayfinding or informational signage, can encourage your customers to find things and get to locations where they need to go faster. A directional signage's primary value to your brand is improving the overall customer experience. 

Clean directional signage with bold, large serif fonts and highly visible colors establishes a positive association with your retail store's brand and helps consumers a pleasant shopping experience. 

Draw Customers in with Outdoor Signage

Consumers have a million products competing to grab their attention as they walk down the shopping district/mall or street and explore the products/services. If you want to persuade people to enter your retail store, you must focus on maximizing visibility. 

Think of burger-shaped signage in front of a fast-food restaurant. When creating outdoor signage for your retail store, bold colors, large fonts, savvy placements, or unique shapes are elements to consider. 

Similarly, outdoor signages are the first piece of retail signs people will interact with, so investing in quality materials, premium designs, and eye-catching shapes is the best way to watch your foot traffic soar. Keep the following elements/factors in mind to achieve your goals. 

Glare

Do people easily read your retail signage in the morning and the afternoon? For instance, if you are on a sunny street, opt for a low-reflective coating for your outdoor signage. In that case, you should avoid high gloss. 

Obstructions

Food vendors, delivery trucks, and parked cars can block your retail signage. These can render your retail signage worthless. Examine the area around your storefront and note obstructions that may hinder passersby from viewing the signage. 

Foot and Vehicle Traffic 

Signage designed for foot traffic has a different construction than the one created for attracting drivers' attention. For example, signages with simpler, shorter text and larger fonts angled at the storefront on the street are perfect for vehicle traffic. 

On the other hand, artwork designs with bright colors are an excellent way to win the eyes of distracted passersby and pedestrians. When you focus on these elements, you can create attractive signages and drive more traffic to your store. 

Final Words

Effective retail signage makes shopping experiences more enjoyable for your customers, encouraging them to return for more. Thus, they increase sales and keep revenue flowing smoothly through efficient checkout. Follow the tips above to get the job done adequately, achieve your goals, and improve your retail business bottom line!