Psychology of Good Signage and How to Make It Work For Your Business

Advertising is of the most challenging aspects involved in running a business. A business could spend a lot of money on marketing only for consumers to ignore their efforts. Signage can be seen as the alternative solution for the conundrum. In fact, every business has to include signage in the marketing expenditure. Click Here if You’re Looking for Sign Companies in NJ It has been predicted that the digital signage market will grow by 22% from 2015 to 2020. We’re already seeing a lot of benefits that a business could derive from incorporating a sign on the property.

Why Are Signs So Effective?

According to a report by InfoTrends, digital signage has the potential of increasing brand visibility by 47.7% and also increase sales by up to 30%. It has also been shown to improve the customer experience which promotes loyalty to the brand.

Relevance: Relevance is seen as one of the main benefits of business signage. It gives the opportunity to the business to advertise the brand message, to the right customer, and at the right time. This particularly applies to digital signage. Platforms like offer great tools and options when it comes to digital signage.

Flexibility: Digital signage allows for more flexibility and personalization compared to traditional forms of advertising. An example is you could post a different message to people outside your business on the offers that are available. In that sense, you’re able to reach to the consumer’s needs.

The Benefit of Unfamiliarity: The reason why the human brain has become selective in the perception of information is that we’re overloaded. It will be impossible to absorb everything around us and that is why filtering is necessary. The average consumer is bombarded with advertising messages on a daily basis. One of the reasons why signage could have an edge is because it is relatively unfamiliar. It will be hard to get bored of seeing it. Even if you see it on a daily basis, it always feels like a new experience.

Interactive Capability: The consumer has no control over the messages they see when it comes to traditional advertising. Digital signage has more controlled output on the side of the consumer.  The messaging isn’t disruptive compared to other forms of traditional advertising.

Customer Experience: According to the report by The Nielsen Study, 72 % of the respondents agreed that digital signage was a cool way to advertise. There is always a desire to improve the customer experience and digital signage can be very effective for this particular purpose. The signage makes the business interesting at the right time when interacting with the potential customer. It can inform, educate, and entertain. In doing so, it will also be persuading the customer to visit your business.

Defining Your Objective and Knowing Your Audience

Before you can decide to develop your signage, you first need to know your audience and what it is that you intend to achieve with the messaging. You can only develop the brand messaging after identifying what it is you’re trying to achieve with the digital signage. The objectives should be tied to reasonable metrics so that they can at least be measured.

For the signage to be effective, you want to ensure that is being seen by as many people as possible. This increases the chances of potential customers taking action.

Message: The message needs to be simple as you’re targeting people who are divided when it comes to the attention span. The human attention span is put at only eight seconds. That means that you only have eight seconds to capture the attention of your potential customer. You risk agitating the consumers if you don’t get the balance right.

Timing: The message has to go hand in hand with the timing. Static signage could be more appropriate where there isn’t a lot of traffic. Digital and dynamic signage could be recommended for places that get high traffic. You’re able to change the messaging depending on the time and audience at that particular time.

Put the Customer First

Advertising is no longer effective because it is more about selling without analyzing the buyer’s persona. An advert can only work when the consumer is at the front seat and that applies to signage as well. One of the advantages of signage is it gives the consumer a better experience compared to other forms of advertising. Make sure that you’re not forgetting the primary principles when coming up with the brand messaging for the signage.

Adam Hansen

Adam is a part time journalist, entrepreneur, investor and father.