If you’re looking for a sign, you won’t have to go far. They are everywhere—leading people to stores, helping them find their way around, and communicating safety, sales, and other information. Large signs grab attention and keep your company top of mind. They’re a smart way to accomplish a number of your marketing goals, moving your customers both physically and emotionally. According to a survey conducted by the University of Cincinnati and another by FedEx Office, about 67 percent of the consumers surveyed said they had purchased a product or service because a sign caught their eye! That’s a great sign.
And speaking of catching their eye, here are some of the unique signs you can use to really stand out.
Introduced in the 1950s, large format signage (also called wide format or grand format printing), is a typically 24” wide or larger sign that conveys a message to a target audience. As one of the least expensive and most effective tools in an advertiser’s toolkit, this type of signage works well for everyone from retailers, to restaurants, to car dealerships, to healthcare facilities, to many more.
Signs are usually your prospect’s first live impression of your business, so getting them right is crucial. The Sign Research Foundation TM tells us that signs directly influence buying behavior. This organization found that more than 60 percent of businesses record a 10 percent sales bump when adding or updating their signs. To be effective, however, the signs must be designed well. 54 percent of American consumers could not locate a business because its signage was unclear or too small. That’s why clear communication is critical—and going big with large format makes a difference.
Related: Breaking Down Large Format Material for Your Next Project
Companies generally use large format signs for three important reasons:
Yes, signs are multi-talented.
Large format in particular is a powerful vehicle. Signs with this stature have several important benefits, including:
Affordable Pricing: When compared to other marketing vehicles, large format signs are a relatively inexpensive way to garner big attention.
Easy Integration: As part of a larger marketing campaign, large format signs can also lead prospects to other media, with QR codes, urls, and interactive features.
Relationship Building Capabilities: Large format signs get noticed, so they’re effective ways to communicate with your customers both outside and inside the store. They help direct customers to what they’re seeking and build trust in the process.
Related: Amp Up Your Signage Design with 7 Cool Large Format Ideas.
There are five popular categories of large format signage. We’ll delve into each briefly, and show you how you can use them in innovative ways:
1) Digital Signage: The newest type of signage to hit the scene, digital signage features LCD screens, large LED billboards, and electronic paper displays. This technology showcases video and multimedia content, which is emotionally powerful. Digital signage also makes it easy and cost-effective to switch out messaging in an instant. However, its biggest superpower is its interactivity. Through touch screens, people can engage directly with the messaging, whether they’re exploring product information, wayfinding, or engaging with social media.
Digital signage works: 80 percent of shoppers report that they have entered a store because a digital sign caught their interest. It also increases the purchase amount by a whopping 30 percent and bumps up return customers by 33 percent. Finally, 80 percent of companies increased sales substantially (up to 33 percent) with digital signage. It’s innovative and persuasive.
2) Outdoor Signage: This second signage category is also a head-turner. There is nothing quite as persuasive as a sign that’s outside your storefront, pointing customers inside. Since the earliest days of advertising, large format outdoor signage has been an important messaging vehicle. Not only can these signs point the way, but they can also entice people to come inside.Want to make yours stand out even more? Have fun with the messaging and include unique artwork. Consider tying balloons to your sign or placing planters with flowers next to it. You can even draw arrows on the sidewalk that lead to the sign.
To make yours unique, follow these best practices for vinyl signs [link to June blog “The Magic of Perforated Window Vinyls.”] and have fun with your directional language: “Next Stop: Refreshing Tea,” or “Get out of traffic and come to Jamaica House!”. Your signage can make sitting on the interstate a bit more interesting.
3) Informational Signage: Speaking of interesting, you can use informational signage to build your brand in unique ways. These signs are usually posted in windows, on tabletops, at eye level, or attached to ceilings. Designed to help people find their way both inside and outside the store, they include bathroom signage, directional signage, safety signage, and more. They’re also a great way to interject some personality and make the shopping experience fun. Signs like “Walk this way to check on out,” or “Head left for more deals” make your brand memorable and inviting.
4) ADA-compliant Signage: Good signage should be welcoming to all. Signage that adheres to the Americans with Disabilities Act (ADA) is a must to ensure that all people have access and receive clear communication. Signs with braille and other tactile characters must follow the ADA guidelines. Post them outside exits, elevators, restrooms, and other important areas.
5) Persuasive Signage: This category refers to signs that advertise and promote products or services. They can be a variety of sign types, all designed to showcase brand and offers.
You can pull people in with striking window graphics and continue the story inside on the walls and floor since window graphics are a great way to attract foot traffic, walls build interest, and floors literally lead the traffic. The options are limitless here. Use big images to draw people in with your window and wall graphics. Find fresh shapes and locations for floor graphics to draw the eye downward.
Related: Large Format Printing: How to Get Your Outdoor Signage Set Up.
As you can see, large format signs are innovative in their own right. When you add your messaging and graphics, they really pop. Use them as a jumping off point for your unique marketing plans. And if you want inspiration, let us know. We’ve created eye popping signs for over 60 years and we’ve seen some stand outs. We’re happy to help you customize a sign that does the same for you. Attract customers, help them navigate your space, and seal the deal. That’s the power of unique large format signs.