Getting everything ‘just right’ in a commercial space can be challenging, especially when it comes to essential and non-essential signage. Balance is crucial, but where should architects be focusing their attention, and why? Read on for our timeless blueprint.
When it comes to brand identity, balance is beautiful. When everything in a space aligns in harmony, it speaks volumes about the confidence and stability of a brand. Among the positive messages that continuity sends are those of a brand that is considerate, conscientious, and which is willing to invest in itself. These attractive qualities can be easily conveyed by balancing the outdoor signage design with its natural environment, a move that demonstrates thoughtfulness, respect, and insight.
Signage needs to catch an audience’s attention, but not to the point that they are overwhelmed by it. Signage that is too big, or too bold, or too repetitive can border on aggressive, so the goal is to add a subtle, inviting, and comfortable narrative to your overall environment. Rather than interrupting your audience, exterior signage design should feel like a natural extension of the world around it. As such, don’t think of it as a sales-focused addition, but as an integral element of a holistic space. Get the balance right, and the sales will take care of themselves, with studies showing that they can increase by as much as 7.7%.
The psychology of colour is well studied, and is integral to design success. When it comes to your signage, the goal is to adopt a colour palette that contrasts harmoniously with the surrounding environment. The colours should be noticeable, but not clashing. Avoid the classic colour faux pas of purple and yellow, brown and orange, and black and navy. Instead, use a professional palette tool, or consult an expert, to find the correct blend for your outdoor signage design. The results might surprise you. For instance, if you’re aiming for a warm tone, while blue introduces a cool aesthetic. It’s all about your brand and your vision, so think carefully about your balance.
If your surroundings are challenging, strip everything back to the basics. Start with your colour palette, and make sure that it is in tune with your brand and environment. Next, look at the shapes. Are you creating a geometric headache by trying to mix too many circles, squares, and lines in your signage designs? If so, pick one theme and stick to it. Surroundings work best when they have continuity rather than a jumbled mix of messages. If you’re still struggling, take a peek at what the neighbours are doing. Have they noticed something about the space that you’ve missed?
Finding the perfect balance between sign design and surroundings can be a challenge, but it’s worth it in terms of producing an unshakable brand image with sales to match. To find out more, please contact us today.