Monthly Archives: July 2013

Are all signs the same because they look the same?

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Are all signs the same because they look the same?

The short answer is NO. Because they look the same doesn’t mean that any two signs are the same.

The reason I can say that with conviction is two fold.

  1. The large majority of signs are still made by hand, and since the signs are hand made, there is ALWAYS going to be some variance in the process and hence in the finished product.

Historically all signs were hand made by artists and artisans, many of them highly skilled. Today technology has had a huge influence on how signs are made, with wonderful machines that can make multiple, identical copies of the same sign, something that is almost impossible to do when the signs are hand made.

Because these machines are expensive, and there are a limited number of businesses that require a large number of signs that are identical, it is still true that most signs are still hand made, hence it is almost certain that no two signs will be totally identical. Also, for example, very few shop front’s are the same size, so unless a sign is small for one shop front, it will not fit into another store front which is smaller. This is one of the reasons we at SignForce refer to ourselves as makers of CUSTOM signs.

This is worth remembering when a sign buyer wants multiple copies of the sign. Even the smallest change in a sign – from a 1cm difference in letter height, to the sign being 10 cm shorter, will result in the sign being different. It should look exactly the same – that is all proportions should remain the same, but a small change in one element could, for example, result in a sign being too large for the available space, or a different method of construction being required to manufacture the sign.

2. Signs are generally purchased form a ‘picture’ and while everyone may use the same picture – it is very easy to cut and paste a picture – the manufacturing process, the materials and the expertise of the sign maker will all influence the manufacturing process, and hence the final look, longevity and feel of the end product.

Many client’s do not have all the facts of the signage they are to get explained to them, so when they receive two or three quotes from two or three different sign manufacturers, they get a VERY LARGE variance in costing, and because they don’t understand the differences, it is understandable for them to think and believe that they are getting the same sign at different prices – similar to walking into three different stores ang getting three different prices on the same make and model of a kettle.

Generally the client will believe that they have given all three sign businesses the same brief, so they expect the signs to be the same. Unfortunately, this is not necessarily how it works in practice.

For example, lets assume you are looking for a reception sign, and you tell this to the various sign suppliers, also giving them the size of the sign you desire and the design that is to be used to decorate the sign.

Supplier A may quote you for a non-illuminated, 3D, fabricated sign that will make your business look AWESOME, and costs what you may believe to be enough to purchase a small desert island.

Supplier B may quote you for a sign that ‘looks’ identical – especially on paper, but, instead of being a fabricated 3D sign, is a printed 3D sign attached to a clear backing board. The look is exceptionally similar, however the cost is vastly different.

Supplier C may quote on a sign consisting of a digital print applied to a metal backing.

As can be seen from the above, all three sign manufacturers are quoting on a reception sign, so they are all fulfilling the brief. However, the difference in the way the sign will ultimately look and feel, cannot necessarily be seen, especially on a piece of paper – or a computer screen. It is for this reason that reputable sign suppliers tend to specify materials they will be using and give detailed descriptions of the signs they are quoting on, hoping to both ‘educate and inform’ their clients, and at the same time hoping that the client will be comparing signs on a ‘apple’ for ‘apple’ basis.

Differences even exist in simple signs. For example, a client may request a metal sign decorated with a digital print, and that is what they may be quoted on, but not all digital printers are made equal, especially when the print is to be exposed to sunlight, because a print from one brand of printer may fade faster and less evenly than another, similar print, printed on another brand of printer.

Another point to consider is illumination. When client’s request illuminated signs there are three main methods of illuminating the sign, with the sign size and client’s budget ultimately determining what is to be used. These days signs can be internally illuminated using florescent tubes, neon tubes, or LED’s. The choice would generally depend on the client.

For example, while the running costs of LED lighting are lower over the life of the sign (especially if maintenance costs are factored into the cost), the initial outlay for LED’s may be more. Also, there are a variety of florescent tubes that can be used. Wherever possible SignForce use florescent tubes that run off electronic ballasts because the tubes and the ballasts have a longer life expectancy, the running costs are lower, they give off better light and they give off less heat.  That said, one can still save money on the initial outlay by purchasing florescent tubes that run off magnetic ballasts, need starters (that tend to stop working long before any other components) and use more energy. The old style florescent tubes will cost less initially, but will generally be a lot more expensive over the life of the sign.

Unfortunately, you as the buyer, will very seldom know what has gone into your sign unless you visit the factory, and are explained what is going into your sign, during the production process.

Hence it can be seen that not all signs are necessarily created equal. This is at least one reason why sign buyers are encouraged to improve their understanding about the signs they require, and also to stick with sign companies that have a reputation, or at least one with references that can be checked.

If you are in the market for professional looking signs, or simply require advice on what signs may best market your business,  email arnold@signforce.co.za or david@signforce.co.za using the subject line: ADVICE PLEASE

http:www.signforce.co.za

How will the SUN affect the life of my sign?

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Digital print; large signs, pylons, billboards

How drastic is the effect of the African sun on a digital print

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Does the SUN truly affect the life of a sign?

The short answer is YES.

The two attached photo’s are of a sign in Johannesburg. This is not one of SignForce’s customers, but it is a brilliant sign to demonstrate the drastic effect the sun can have on a sign.

Some background.  The sign was installed about two years ago, and is a full colour digital print. I do not know what printer was used, although for this article that is not relevant, as although different printers may have different life expectancy’s, it can be assumed that both prints were printed on the same machine, so they should have the same life expectancy.

The ‘white’ face is north facing, and the ‘yellow’ face is west facing. The big difference is that the north facing sign gets full sun the whole day and the west facing sign, while it gets the strong ‘western’ sun, only gets sun exposure for about four hours a day.

The results of colour fade are evident in the difference in colour of the two faces of the sign.

In Southern Africa a digital print is only expected to last a maximum of three years, with the life expectancy being dependent on:

  1. The colours that are used – reds and lighter colours will fade quicker,
  2. The printer being used – at SignForce we mostly use a Roland VP540 with original inks that are shown to last better than most in the harsh African sun, and
  3. The position of the sign, including daily length of time the sun will be exposed to the sun.

Although it may not always be a financially viable option, when a sign has no half-tones (that is no shadings) and if the design is uncomplicated, the life expectancy of the sign may sometimes be increased by using cut vinyl that has a life expectancy of between five and seven years. As mentioned, it may not always be financially viable as even with inflation linked increased printing costs, it may be more cost effective for the sign to be reprinted every 30 to 42 months, with a fresh face and possibly even a fresh design improving the signs return on investment.

For further information on the digital printing, or if you are in the market for professional looking signs at “FAIR VLAUE”, or if you would like advice on how best to project your business’s image while considering any funds you spend on marketing and signs as an investment, contact the writer now at arnold@signforce.co.za or david@signforce.co.za and use the subject line: ADVICE PLEASE.

What type of sign does my business need?

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What kind of sign does my business need?

One of the most important decisions that you can make about your business signs is ‘What  kind of sign’ is going to be best for your business taking into account:

(a) what the sign is intended to achieve,

(b) your businesses location and

(c) your budget.

While it may seem ‘obvious’ that as your sign supplier I want you to spend as much as possible on your sign, it is important for me to remember that it is not about me, but rather what is best for your business and from SignForce’s perspective, our future relationship as your business grows and prospers.

I find it is ALWAYS best to start with knowing and understanding what your sign needs to achieve.

If, for example, your sign is intended solely to make a statement that YOU as a business “HAVE ARRIVED”, then an excessively large sign may work and do well to get your desired message across. If, on the other hand you want people to see your sign as an invitation to visit and come into your premises, then the said large sign may result in you spending more than was necessary, and may be costing you business by dissuading potential customers from entering your premises because the sign is not the correct type of sign for your intended target market.

Generally signs will be used to invite, inform, direct and persuade potential readers.

An example of a sign that ‘invites‘ could be a store front sign that is intended to ‘invite’ the reader into your store. Because the sign is intended to invite the reader into your store, the sign needs to be able to stand out from the surrounding signs and environment. For example, if your store sells fast food in the fast food area of a shopping mall, and your competitors all have beautifully decorated illuminated signs, unless your sign is equally beautiful and illuminated, possibly with an additional dimension like flashing lights or a lifestyle picture showing someone enjoying one of your meals, the chances are that your potential clients will overlook your sign and your business, thus potentially costing you money. While ‘invitational’ signs can be decorated Chromadek (treated metal), this is often not allowed by shopping centers, and may not achieve your desired effect. Often fabricated,3D signs are used for invitational signs.

 An example of a sign intended to ‘inform‘ is a street sign or a warning sign. These signs are intended to ‘inform ‘ drivers of impending dangers or of changes in road conditions or of upcoming situations, such as a guarded intersection, an unguarded intersection, a traffic light or hidden access to the road. Information signs are usually large and generally made from the most cost effective material that will achieve the objective of getting the desired message across while at the same time having the desired life span, which depends a lot on the climatic conditions where the sign is to be installed.

 Signs that are intended to ‘direct‘ include motorway and highway signs – such as directing readers to keep in the right lane to go to Timbuktu and keep left to go to Cape Town. Directional signs, like directory signs, also assist readers to get to where they are looking to go. Like information signs, Directional signs are usually made from the most cost effective material that will achieve the objective of getting the desired message across while at the same time having the desired life span, which depends a lot on the climatic conditions where the sign is to be installed. Directional signs, especially those that are indoors, also offer the opportunity for designers to integrate the signs into the aesthetics of the building and office environment, so the range of possible materials is large and could include wood, plastics, metal or glass, or a combination of all of these.

Directional and directory signs can begin doing their intended work when entering a premises – with say a sign reading RECEPTION with an arrow directing people to the reception, followed by a directory board in the reception – with the directory board informing the reader which wing, floor and room the reader is intending to visit.

Lastly an example of a sign intended to ‘persuade‘ could be a in-store poster or a billboard sign showing a product, such as a sign showing how a specific brand of washing powder will wash whiter and brighter than a competing brand. The message is intended to persuade the reader to buy and try the advertised product.

All of the above must take into consideration your budget as well as what return is expected – measured in terms of any of the following: number of feet, increase sales, decreased complaints, decreased incidents and accidents, or a combination of all of these. The most common upmarket signs that are used to persuade tend to have a metal (aluminum) frame with the printed message printed onto a gloss paper or vinyl. The material used would depend on the look and feel of the store as well as the intended target market.

By now I am sure you understand that while there may be a standard, off the shelf solution to your question as to “what type of sign does my business need”, there are many variations, answers and opinions to the answer the question. For this reason, as well as all the reasons given above, or if you are unsure of what sign you are looking for, or which sign would best achieve your intended objective, calling a SignForce sign consultant to get an expert opinion can reduce your stress and help you make an informed decision.

If you are in the market for professional looking signs at “FAIR VALUE”, and would like advice on how best to project your business’s image while considering any funds you spend on marketing and signs as an investment, please contact the writer at arnold@signforce.co.za or david@signforce.co.za and use the subject line: ADVICE PLEASE and we will gladly assist and advise you.