Watch The Signs

By no means am I an expert on signage.  However, a number of people have said they respect my opinions on marketing communications and advertising so I guess I can make a couple of comments on good signage.

A well-designed and well-placed sign can do wonders for a business.

If that last statement is true, then the opposite would likely be true as well.  If the sign isn’t well-designed or well-placed it won’t help the business, and could in fact hurt.

Who Are You?

Marketing communications is about communicating. Be sure you're communicating.What started me thinking about this is the construction of a new restaurant a few miles from our home.

This restaurant is being built at the corner of a very busy intersection with thousands of cars passing through each and every day.  The restaurant is located in what I would consider the premiere spot of a shopping center that includes Best Buy, Target, a grocery store, a bank, a couple of fast food restaurants, and some other businesses.

I say it’s in the premiere spot because it’s the most visible spot in the shopping center and right at the corner of this busy intersection.

What’s the restaurant?

I have no idea.

My wife and I have driven past countless times and throughout the construction, we kept waiting for a sign with the name of the restaurant. Finally, when the building was nearly complete, a banner was hung on the side.  It said, “Now hiring.” Still no clue as to which restaurant this might be.

Is it a chain?  Or a brand new entry in the dining world?  What kind of food do they serve?

No clue.

I Still Can’t See Your Sign

The other day, I finally spotted a sign on the front of the restaurant.  However, I still have no clue what it says, because it faces into the shopping center. The only people who will see this sign are people who are in the shopping center.

That means tens of thousands of people passing by each day will have no idea about this restaurant.  If they are curious enough, they’ll have to drive into the shopping center to check.  But, really, how many of those tens of thousands passing by will even bother?

I’m very curious about it, but not enough to drive in and see.

Check Your Sign

If yours is the kind of business that uses a sign or signs as a way to generate customer traffic, take a look at your signs.

  • Is your sign placed so that the most people will be able to see it?
  • How close does someone need to be to see the sign?
  • Is the sign easily readable?
  • Can it be seen at night?
  • Can it be seen when the sun is out?  How about on a cloudy, rainy day?
  • Does the sign let people know what you do or do they have to guess?

Remember, marketing communications is about communicating.  Don’t make people guess.  Make it easy for them to know who you are and what you do.


Author: Tim McLaughlin

I've been using my voice professionally for more than 40 years, first in radio and for more than 30 years as a professional voice-talent. I specialize in narrations for eLearning, explainer videos, corporate, industrial and medical narrations, real estate virtual home tours, commercials, and on-hold messages.