The Importance Of Placement In Sign Installation

As a primary advertising, marketing, and communication platform, the placement of signage can be crucial in optimising a space. Get it right, and the results can be an enhanced consumer experience and higher sales. Get it wrong, and the result can be PR mayhem. When considering placement in sign installation, there are a few key points to consider. Today, our signage installation experts explain what they are:

Strategic differentiation

There is no one-size-fits-all solution to signage. All successful retail, commercial, and public spaces have multiple zones with different purposes. As such, multiple different types of signage are required. At the same time, your sign installation must invite, lead, guide, direct, instruct, and convey the value and intentions of your brand. This demands a perfect blend of coherence, variety, and very careful placement, something that exterior retail signage experts can help with.

Ignite interest

Outside, your signage has the primary purpose of gaining attention. This might be to an audience that already trusts your brand and that is seeking a familiar wayfinding marker. It might be to attract new footfall on a crowded street, jostling for attention among a sea of colours and lights. Either way, it is crucial that your outdoor signage is positioned so that it is noticeable while remaining sympathetic to the environment. Too small, and it will be easily missed. Too large, and it will look odd. Aim for balance, both in size and tonality, and remember that simplicity is always the foundation of branding excellence in exterior retail signage.

Guide onwards

Once your outdoor signage has attracted your audience, the indoor signage has multiple crucial roles. Wayfinding signage will guide your customers through your retail experience, effectively guiding and supporting from the point of interest to the point of sale. Consider floor signage as well as wall signage, and remember to blend the colour scheme with your overall brand image for complete coherence. Equally, use interior signage to enhance the immersive experience of your space. Position signs so that they augment the message as a whole, creating an enveloping and comfortable environment that reinforces consumer loyalty and trust.

Work with your environment

All environments have unique demands in terms of their materials and visibility. Outdoor signage needs to be weatherproof, with location and purpose being a primary driver in the investment choice. Internal signage may encounter significant wear and tear, so be careful to factor this into your placement strategy. Long-term maintenance requirements can help to determine both the selection of signage materials and the placement of signs, with the perfect balance being minimal maintenance and high functionality. When signage operates in harmony with the environment, the results can be a highly efficient and effective communication and marketing avenue.

Find out more

Sign placement can make a significant difference to branding effectiveness. Often, it helps to work with an expert team to ensure that your investment performs. To speak to someone from Image today, please get in touch.