Rules for Effective Retail Signs
My Print Resource - Oct. 14, 2013 - Mark Vruno
With the 2013 holiday shopping season nearly upon us, MyPrintResource.com formulated these questions from a consumer perspective: What makes a good retail/point-of-purchase (POP) sign? What do people need to do to create an eye-stopping retail environment? We talked with two experts in the field about how they work with their clients to produce effective retail signage for end customers.
“Signs affect the customer experience,” explained Mary Sol Gonzalez, president of the Image360 franchise (formerly called Signs Now, part of Alliance Franchise Brands) in Boca Raton, FL. For shoppers looking for direction and information, the only thing more irritating than a sign that is difficult to find, Gonzalez said, is one that is difficult to read.
The impressive return on investment (ROI) figures for signs cannot be disputed. “Signage is one of the least expensive types of advertising,” said Gonzalez. “A single vehicle graphic can generate up to 16,000 views per day in South Florida.” In addition, she cited University of San Diego studies that show how sales increase up to 5 percent when retailers change an existing sign. On top of that, adding just one additional sign can boost sales another 5 percent.