Tag Archives: cheap signs

Beware The Temptation to Bow to the Squeaky Wheel

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Good versus Cluttered Signage

Good versus Cluttered Signage

The “squeaky wheel gets the grease” is a well-known adage that highlights how the most vocal or noticeable issues tend to receive the most attention. While this principle might apply effectively in some contexts, it becomes a challenge in business, especially when designing and implementing signage strategies.

The question is: should the squeaky wheel dictate your signage decisions? Let’s delve into this theory, its implications for signage, and why it is essential to balance focus and avoid being overly reactive to the loudest demands.

The Role of Signage in Business

Good signage serves as a silent yet impactful ambassador for your business. Good business signage attracts attention, conveys information, and reinforces your brand identity. Whether you’re running a small boutique or a multinational chain, well-designed signage can:

  • Enhance visibility and draw in potential customers.

  • Communicate essential details like promotions, directions, and operating hours.

  • Turn a warehouse feeling space into a warm inviting environment people want to shop in.

  • Reinforce brand trust and professionalism.

However, if the design, placement, or messaging of your signage is dictated by the squeaky wheel – a vocal customer or employee with immediate, short-term concerns – it can completely derail your long-term strategy.

Why Catering to the Squeaky Wheel Can Backfire

While it’s beneficial, if not essential, to listen to feedback, over-prioritizing the demands of the squeaky wheel can result in poor decision-making. Here are some key reasons:

  1. Short-Term Gratification vs. Long-Term Goals The squeaky wheel often focuses on immediate needs. For example, a vocal customer might demand large, overly bright signage for an ongoing sale. While this could temporarily boost foot traffic, it might clash with your brand’s aesthetic, alienate your regular clientele, or fail to align with your broader marketing objectives.

  2. Distracting from Data-Driven Decisions A single loud opinion should never outweigh comprehensive research. For instance, your business might have analytics proving that subtle, well-placed directional signs increase customer navigation and satisfaction. A squeaky wheel’s demand for overly flashy signage could disrupt this harmony.

  3. Alienating Other Stakeholders If you focus solely on addressing one vocal party’s preferences, you risk alienating your broader audience. Signage should cater to the majority – a collective representation of your target demographic – not a minority’s immediate gratification.

Real-Life Stories of Squeaky Wheels and Signage

Story 1: The Oversized Sale Banner
A boutique store owner had a loyal customer who insisted that an enormous neon-colored banner would drive sales during a holiday promotion. The owner, eager to please, replaced the store’s elegant signage with a garish banner. While the store saw a short-term spike in foot traffic, regular customers commented that the signage clashed with the brand’s upscale identity. The business later had to spend significant resources repairing the damage to its image.

Story 2: Employee-Led Signage Change
In another example, a restaurant manager listened to an employee’s suggestion to add multiple directional signs in the dining area to “help customers.” While well-intentioned, the signs cluttered the space and confused diners, leading to complaints about the overwhelming atmosphere. A professional signage consultation later revealed that one well-placed sign near the entrance was all that was required and worked better than all the other signs together.

Finding the Right Balance

To avoid being overly influenced by squeaky wheels, businesses must adopt a balanced approach to signage decisions:

  1. Data-Driven Insights
    Analyze customer behavior, traffic patterns, and sales data to make informed signage decisions. For example, heatmaps of store foot traffic can help determine optimal sign placement.

  2. Consistent Branding
    Your signage should consistently reflect your brand’s voice, colors, and values.     Even temporary deviations can confuse customers and dilute brand equity.

  3. Broad Feedback
    Gather input from multiple stakeholders rather than reacting to one opinion. Consider conducting surveys or focus groups to gain a broader perspective.

  4. Professional Expertise
    Consult with signage professionals to ensure your designs align with     current industry best practices and long-term goals.

The Bigger Picture

Regardless of your business’s size, allowing the squeaky wheel to dominate your signage strategy can hinder growth and alienate loyal customers. While it’s essential to listen and address concerns, the most effective signage solutions arise from thoughtful planning, alignment with brand values, and a focus on long-term objectives.

Signage as a Strategic Asset

Think of your signage as an investment. It should:

  • Represent your brand accurately.

  • Engage a broad audience.

  • Adapt to changing needs without compromising consistency.

By resisting the urge to overcorrect for the squeaky wheel, you’ll ensure that your signage serves as a cohesive and powerful extension of your business.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

The Science Behind Sign Visibility: Why Letter Height Matters

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Visual depiction of visibility of signs from a distance

Visual depiction of visibility of signs from a distance

The Science Behind Sign Visibility: Why Letter Height Matters

When designing signage, especially for outdoor or high-visibility applications, a critical yet too often overlooked factor is the height of the letters. The graphic above demonstrates the relationship between letter height, viewing distance, and optimal visibility. The graphic provides clear guide lines on how large text should be to ensure readability and maximum impact.

Let’s delve into the key insights this graphic offers and understand why letter height plays such a vital role in effective sign design.

Understanding the Graphic: Letter Height and Visibility

The graphic compares the recommended letter (or cap) height, measured in millimeters, with the distances (in meters) at which the text is both visible and clearly legible. Here are the key points to note:

  1. Letter Height in Millimeters: The bottom axis of the diagram lists cap heights, starting from as small as 75 mm (7.5 cm) and going up to 1,500 mm (1.5 meters). These measurements represent the height of the tallest letters on the sign.

  2. Viewing Distance in Meters: The accompanying lines show two sets of data:

    • Distance for Best Impact: This represents the optimal distance for a viewer to easily read and comprehend the sign.

    • Maximum Readable Distance: Beyond this point, the text may still be decipherable, but it won’t be as effective or impactful.

  3. Key Observations:

    • A 75 mm letter height is best suited for distances up to 9 meters but can be readable up to 35 meters.

    • A 450 mm letter height works well for distances of around 55 meters and is legible up to 250 meters.

    • For signage meant to be seen from 1 kilometer away, letters need to be at least 1,500 mm high.

    • The largest size shown (1,500 mm) ensures visibility for up to 180 meters at its best impact and 830 meters at maximum distance for possible readability.

Why Letter Height Is Crucial

1. Enhancing Readability

The primary goal of any sign is communication. If the text on your sign is too small, it fails to convey its message effectively. As can be seen on the graphic the smaller letters can work for close-range applications but become illegible as the distance increases. For instance, a roadside sign meant for motorists traveling at high speeds requires much larger text than a storefront sign for pedestrians. Looking at the 75 mm cap height on the graphic and comparing it to the other cap heights also gives a great visual comparison showing how cap height impacts visibility.

2. Accommodating Installation Height

The graphic assumes all the sample signs are installed at a height of approximately 3 meters. However, as signs are mounted higher, the angle at which viewers observe them increases. This affects readability, as the perceived size of the letters diminishes. To counteract this, larger text sizes are necessary for elevated installations.

3. Accounting for Viewer Variability

The distances indicated are averages and may vary based on factors such as lighting, the viewer’s eyesight, and environmental conditions. Designing for the “best impact” distance ensures the sign is effective for the majority of viewers.

4. Supporting Brand Recognition

Beyond readability, larger and well-proportioned letters enhance visual impact. Larger and well-proportioned letters on your sign make your brand stand out, especially in crowded or busy environments. A sign with appropriately sized letters commands attention and conveys professionalism.

Design Considerations for High-Impact Signs

To make the most of this information, consider these tips during the design process of your sign:

1. Context Matters

Assess the environment in which the sign will be installed. Is it for a highway, a retail space, or a billboard? Each application requires different letter heights based on average viewing distances and potential exposure times – the larger the viewing distance and the lower the exposure time, the larger the sign needs to be.

2. Lighting and Contrast

High contrast between the text and background, combined with proper lighting, improves legibility even at the outer limits of visibility. Poor illumination will decrease the readability of the sign, especially from further away.

3. Font Choice

Simple, sans-serif fonts are easier to read from a distance than ornate or cursive styles. Pairing the right font with an optimal letter height maximizes clarity.

4. Test Before Finalizing

Before final production installation, simulate the viewing conditions. Stand at the intended viewing distance and ensure the text is easily legible. While this exercise does cost it can save you a fortune, especially if it is found that the intended sign is not visible at the desired distance.

Real-World Implications

For businesses, the implications of letter height extend beyond aesthetics. A poorly designed sign can result in missed opportunities, as potential customers may not notice or comprehend your message. On the other hand, a well-designed sign with appropriate letter heights:

  • Captures attention,

  • Communicates your message effectively,

  • Drives engagement, and

  • Enhances brand recognition.

Whether you’re designing a directional sign for an event, a highway billboard, or a storefront display, this graphic serves as a valuable reference. By aligning letter height with viewing distance, you ensure your sign achieves its purpose – delivering clear, impactful communication.

Letter height of your sign isn’t just a technical detail; it’s the backbone of effective signage design. With data-backed insights like those in the graphic, designers and businesses can create signs that not only look good but also serve their intended purpose. Remember, a sign that isn’t seen or understood is a missed opportunity and a potentially poor investment.

When planning your next sign, keep this principle in mind: bigger isn’t always better, but it’s often necessary. Ensure your message reaches your audience, no matter where they are, by choosing the right letter height for the job.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

If you would like a PDF of the above graphic please email arnold@signforce.co.za

Psychological Cost Inflation Specifically with regards to Signage

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Inflation and how it impacts Signage

Inflation and how it impacts Signage

The Psychological Cost of Inflation: A Deep Dive into the Psychological Cost of Inflation focusing on Signage and Marketing

Inflation is more than just an economic term; inflation is a phenomenon that quietly influences every aspect of our daily lives, including how we perceive and make purchasing decisions. For businesses, inflation has significant implications, especially when it comes to large ticket purchases such as marketing and signage.

Our intention in this article is to explore the psychological cost of inflation and its impact on large-ticket items like business signage.

The Rising Costs of Signage

Inflation affects material costs, labor, and shipping – all of which contribute to the price of even the most simple business signage.

High-quality signs, which were already substantial investments, now require even more significant financial commitment. As prices rise, businesses are often forced to face longer decision-making times, tighter budgets, and a more cautious approach to expenditures – even though signage should not be considered as an expense but rather as an investment, the tightness of the budget will still impact the approach to budget allocation.

However, the psychological toll of rising input costs is just as, if not more, impactful as the financial burden. This begins with what’s often called “sticker shock”: when a buyer’s expectations of cost clash or are at odds with with the reality of higher prices.

Sticker shock can delay purchasing decisions, reduce trust in vendors, and even cause buyers to second-guess the necessity of their investment.

Inflation’s Psychological Impact on Decision-Making

  1. Loss Aversion: People tend to fear losses more than they value gains. When inflation increases the cost of signage, customers may perceive the higher price as a loss compared to what they could have paid in the past, even when the investment remains a sound business decision. This perception may lead to delayed decisions and possible even higher prices in a perpetual spiral.

  2. Decision Fatigue: Inflation increases the complexity of purchasing decisions. Buyers are now forced to get a better understanding of materials and all other input costs if they are to accurately compare more options, scrutinize quality, and negotiate harder – leading to decision fatigue. This mental exhaustion can either result in delayed purchases or impulsive decisions that don’t align with long-term business goals.

  3. Paralysis by Analysis – Also known as historical price comparison. The rising cost of large-ticket items like signage exacerbates this phenomenon. Buyers often feel overwhelmed by the need to justify higher expenses, leading to procrastination or complete avoidance of the decision altogether. This can be exacerbated when say a person has purchased the same or similar signage in the past 12 – 24 months and the new price is 20 – 200% (or more) higher than the previous, base line, price that was paid and created expectations of future costs.

The Marketing Psychology of Inflation

For businesses selling signage, understanding the psychological effects of inflation can help tailor marketing strategies to address customer concerns:

  1. Transparency in Pricing: Clearly breaking down the reasons behind price increases – like higher material costs or improved quality – can build trust and mitigate sticker shock. Transparency reassures customers that they are making an informed decision.

  2. Emphasizing Value Over Cost: Highlight the long-term benefits of high-quality signage. For instance, a durable, visually impactful sign can provide years of brand visibility and customer engagement. Positioning signage as an investment rather than an expense shifts focus from the upfront cost to long-term returns.

  3. Flexible Payment Options: Inflation makes large purchases daunting, but offering installment plans or financing options can make them more accessible. Flexible payment terms reduce the immediate financial burden and help customers feel more confident in their decision.

  4. FOMO Marketing: Inflation creates a sense of urgency. Use this to your advantage by emphasizing how further inflation could make current prices the best deal. Messages like “Lock in today’s prices before they rise again” can drive quicker decision-making.

Inflation’s Effect on Business Perceptions of Signage

Inflation also alters how businesses perceive the role of signage in their marketing strategy. A sign isn’t just a physical marker; your sign is an essential tool for visibility, branding, and customer acquisition. As costs rise, businesses are more likely to scrutinize the purchases (signs) ROI.

However, avoiding this investment can be detrimental or fatal. A poorly designed or outdated sign can damage a brand’s reputation and lead to lost opportunities and business losses, making the psychological cost of delaying signage upgrades even greater.

Mitigating the Psychological Costs of Inflation

To reduce the psychological burden on customers:

  • Education: Provide resources or case studies showing how signage investments drive measurable business growth, even during inflationary periods.

  • Customization: Offer tailored solutions that align with each customer’s unique budget and business goals.

  • Empathy: Acknowledge the challenges of inflation and position your business as a supportive partner in helping customers navigate these challenges.

Conclusion

Inflation’s impact goes beyond higher prices; it influences how businesses perceive, value, and invest in critical business tools like signage. By understanding the psychological costs of inflation, both buyers and sellers can make more informed and confident decisions. For businesses providing signage, this means not only addressing price concerns but also communicating the lasting value of their products in a way that resonates with customer emotions and financial realities.

In the face of rising costs, the key to success is empathy, education, and a focus on long-term benefits. By aligning marketing strategies with these principles, businesses can ensure that their customers feel supported, even in challenging economic times.

For signs that work and reflect your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Sign Success Objectives

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What makes your sign successful

What makes your sign successful

Sign Success Objectives

Seven Objectives of a Successful Sign

SignForce believes that a successful sign should fulfill the following seven objectives:

  1. A successful sign should Attract Attention A sign’s primary purpose is to grab the attention of passersby. Whether it’s through bold colors, creative designs, strategic placement or a combination of all of these, a sign must stand out in its environment if it is to be effective. It is for this reason certain signs should have light versus dark backgrounds as dark backgrounds often tend to naturally be overlooked.

  2. A successful sign should Direct Traffic to Your Business A successful sign must act as a silent salesperson, guiding potential customers to your business and encouraging them to step inside.

  3. A successful sign should Convey Your Brand Image Your sign should reflect the essence of your business. From font choice to colors, every element should align with your brand’s identity, projecting professionalism and very importantly, trustworthiness.

  4. A successful sign should Provide Clear and Relevant Information A good sign communicates essential information quickly and effectively. This includes your business name, contact details, and key offerings, ensuring potential customers know exactly what you provide. The “exactly what you provide” may be more challenging to convey for a new business that people have not heard of, for example a new supermarket. An example of this in Joburg was when FRONTLINE opened to the public. This writers’s first impression was that there was a store to de-tick animals (the largest selling anti tick and flea product I was aware of is named FRONTLINE).

  5. A successful sign should Enhance Visibility and Accessibility Signs should be visible from a distance and legible under various conditions. Factors such as letter height, lighting, placement of lighting and placement of the sign all play crucial roles in ensuring your sign is effective, easily noticed and read.

  6. A successful sign should Create a Memorable Impression A well-designed sign leaves a lasting impression, making your business more memorable to both new and returning customers. This memorability can contribute to repeat visits and word-of-mouth referrals.

  7. A successful sign should Deliver a Strong Return on Investment (ROI) Your sign should be seen as an investment. The cost of your sign, including maintenance, must be justifiable by the additional revenue it generates for your business.

Measuring Success

The success of a sign is often measured indirectly, such as through increased foot traffic, higher sales, or improved brand recognition. While it may not always be possible to isolate a sign’s impact, aligning your signs design with these seven objectives will maximize its effectiveness and ensure it contributes to your business’s success.

Need Assistance with Signage?

If you’re considering investing in a new sign or need advice on optimizing your existing signage, SignForce is here to help. Contact us via email at arnold@signforce.co.za, call +27 (0)11 440 7525, or WhatsApp +27 (0)82 558 6413.

Let’s work together to create signs that drive results for your business.

Find out more about SignForce at http://www.signforce.co.za

How to post a GOOGLE REVIEW for SignForce.co.za

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SignForce do our best to market our signage business on the internet as much as possible.

One method we find is very helpful to SignForce is for clients to place GOOGLE BUSINESS REVIEWS for SignForce.

Your reviews are helpful in that they show prospective clients your experience with SignForce

Please follow this link and review SignForce. Your honest opinion is much appreciated so many thanks in advance.

Funny Signs: South Africa’s Subtle (and Not-So-Subtle) Sense of Humor

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Funny and Effective Signs

Funny and Effective Signs – This is not one of SignForce’s clients

Funny Signs: South Africa’s Subtle (and Not-So-Subtle) Sense of Humor

Business signage is meant to be serious – signage tells us where to go, what to do, and sometimes what not to do. But, in true South African style, even the most mundane instructions often come with a dose of unintentional humor or sharp wit. From the rugby field to the pothole-ridden streets, let’s explore some signs that show even serious business can have a laugh at itself.

Rugby Signs: Tackling Humor Head-On

South Africans love rugby – almost as much as we love a good laugh which seems to be evident in how South African’s handle difficult situations, often with DARK humor. Some rugby stadium signs have become legends themselves.

Take, for instance, a field-side sign that proudly proclaimed, “You tackle like your mother bakes rusks – soft and crumbly!” That’s the kind of motivational signage we can all get behind, whether you’re on the field or cheering from the stands.

Then there’s the classic pub sign seen near match days: “Happy hour during the second half – unless we’re losing!” Because even in rugby, humor is the best way to soothe a bruised ego.

Crime and Pun-ishment

South Africans are nothing if not resourceful, even when poking fun at crime. A car wash in Joburg put up a banner that read, “Your car is safe here. We’ve already stolen the radios!” It’s self-aware marketing at its finest – and effective, possibly not so surprisingly because as the saying goes, there is no such thing as bad publicity.

And who can forget those tongue-in-cheek neighborhood watch signs that state: “Trespassers will be shot. Survivors will be shot again, and if they are still alive, they will be prosecuted!” While the humor is dark, it’s undeniably South African in its blunt delivery.

Political Commentary in Neon and Paint

Politics and humor go hand-in-hand, especially in a country as lively as ours. A local takeaway in Cape Town famously posted a sign reading: “Our chicken is grilled, not flip-flopped!” Clearly a jab at the indecisiveness often associated with politicians and their tendency to change parties – and opinions – in order to fit their own personal agenda’s.

Another gem outside a rural shop: “More reliable than Eskom since 1994.” In a land of load-shedding schedules and backup generators, this kind of honesty not only sells but also resonates deeply and allows potential clients to see that the person behind the sign has a sense of humor while relating to the difficulties the prospect may be going through. These signs create camaraderie.

Business Blooper Signs: Accidental Marketing Masters

Sometimes, the funniest signs are the ones that weren’t meant to be funny.

Like a shop that boldly displayed: “We sell secondhand coffins – hardly used!” It might not have been their intention to raise eyebrows, but they certainly got attention.

Or the iconic petrol station sign that read: “We don’t sell petrol. We sell hope. And a Coke.” Whether you’re running on empty or just tired of life’s potholes, that’s the kind of humor that keeps you going.

The Universal Language of Potholes

Speaking of potholes, South Africans have a unique relationship with road hazards, and the signs prove it. A local municipality once posted a warning: “Caution: Potholes ahead. Adjust suspension, not your speed.”

And then there are the unofficial signs, often put up by frustrated residents: “This is not a pothole. It’s an Olympic swimming pool for frogs.” and my personal favorite “Our municipality is so considerate they helped us create safe pools along the road” (with the picture of a man sipping his drink while being submersed in his pothole). Sometimes a little sarcasm goes a long way when nothing else seems to work.

Serious Business, but Funny Too

Signs may serve an important purpose, but just as a business sign reflects the branding and nature of your business, so to can signs be a reflection of our national spirit. In South Africa, where rugby binds us, crime challenges us, and politics entertains us instead of serving us, even the most serious signage can make us laugh.

So next time you see a sign that makes you chuckle, don’t just read it – take a photo, share it, and remember: life’s too short not to see the humor in our everyday surroundings. As one braai-side sign famously declared: “Vegetarian options available: pork, beef, chicken. You’re welcome.”

For signs that work and reflect a little of you and your business contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Marketing – the race for 1st place

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First Place

First Place in the Marketing Race

 

How Signage as Part of Your Marketing Strategy Can Help Your Business Finish in First Place

In today’s competitive business landscape, every detail matters, from your products to your customer service and even the way you present your brand to the public, especially through your signage.

One of the most important – and sadly, too often overlooked – elements of your marketing strategy is your business signage. A well-designed, well built, strategically placed sign is more than just a directional tool; your business sign is an essential component that can drive foot traffic, improve brand visibility, and elevate your business to first place in the eyes of customers.

Here’s how signage can help propel your business ahead of the competition:

1. Capturing Attention and Making a First Impression

The first step to attracting customers is making sure they know you exist. Regardless of how excellent your product or service, if NO ONE knows you exist, they will never get the opportunity to try your product or service as you are bound to be out of business before you start.

When people pass by your business, your sign is the first opportunity you have to capture their attention. A well-designed sign, whether it’s a storefront sign, a banner, or a neon light, can stop potential customers in their tracks and draw them into your business.

In marketing, creating instant recognition is critical. Your sign acts as a silent salesperson, promoting your business day and night without requiring any additional effort from you.

According to studies, consumers are more likely to visit a business with visible and appealing signage, which can lead directly to increased sales. The longer your business is visible and memorable, the more likely you are to rise above competitors and secure a top spot in the market.

2. Brand Visibility and Recognition

As part of a broader marketing strategy, your signage contributes to brand visibility and recognition. A professional, clearly branded sign with your company’s logo, colors, and messaging reflects your commitment to quality and consistency. Over time, this repetition builds brand recognition, and consumers begin to identify your business more readily.

When customers consistently see your signage and branding – whether it’s a sign outside your store, on a vehicle or at events – they start to trust your business. This trust is crucial to driving customer loyalty and building a reputation. In fact, studies have shown that 75% of people will make a buying decision based on a brand’s visibility and trustworthiness.

A well-crafted sign solidifies your presence in the minds of potential customers, increasing the likelihood that they will choose your business over competitors.

3. Standing Out in a Crowded Market

In crowded retail environments or highly competitive industries, standing out is key. Signage is one of the simplest yet most powerful ways to differentiate your business from others. Whether you use unique design elements, bold fonts, varied fonts, combinations of 3D elements or creative colors, your sign becomes an opportunity to express your business’s personality and values.

Effective signage can also tell your customers what makes you unique. A clever tagline, a special promotion, or even just the design aesthetic of your sign can communicate key aspects of your brand story. By offering something different, you make it easier for potential customers to spot you in the crowd, driving them to visit and engage with your business.

4. Directing Foot Traffic and Increasing Accessibility

Another benefit of well-placed signage is its ability to direct foot traffic and increase your business’s accessibility. Strategic signage ensures that potential customers know where to find you and understand what you offer. For example, directional signs can help people navigate to your location easily, while informative signs can guide customers through your store or highlight specific products or services.

This type of strategic placement of your signs can increase foot traffic by positioning your sign in high-visibility areas, such as busy street corners or high-traffic shopping districts. More foot traffic means more opportunities for conversion, which can propel you to the top of your market.

5. Cost-Effective Marketing

When compared to other marketing methods, signage is one of the most cost-effective ways to promote your business. While digital ads, TV commercials, and other traditional marketing channels require continuous investment, a well-designed sign is a one-time cost that provides continuous returns. As part of your overall marketing strategy, a sign acts as a long-term asset that can continue to attract customers without ongoing fees or maintenance. [In Southern Africa, depending on the make up of your sign, it may be necessary to update or replace the face – especially if digitally printed – every three years.]

This cost-effectiveness makes signage especially valuable for small businesses or startups that need to maximize their marketing budgets. By investing in professional, high-quality signage, you create a lasting impact that ensures your business stays visible and top-of-mind for customers.

While it is always tempting – especially when money is tight – to simply choose the cheapest sign supplier for your signage, it is worth remembering that cheap has more than one connotation. Sometimes it is worth investing more in order to maximize the impact and longevity of your sign, which may not always be case when using the cheapest supplier.

Incorporating signage into your overall marketing strategy can help your business reach the first place position in the competitive marketplace. By capturing attention, building brand recognition, and providing customers with clear directions to your business, signage serves as a powerful tool for driving foot traffic and fostering long-term success.

Whether it’s enhancing your visibility, differentiating you from competitors, or ensuring that customers know where to find you, signage plays a critical role in your marketing strategy. A strong sign doesn’t just mark your location – a strong sign it becomes an integral part of your brand identity and a 24/7 marketing asset that works around the clock to help your business finish in first place.

At SignForce we have many years experience in signs and how your signs can fit into your branding and marketing strategies, knowledge which we share in order to get our client’s effective signs that generate a return on investment (ROI) and STAND OUT to differentiate your business from your competitors.

SignForce believe in the KISS principle. We believe that the simpler the sign and the greater the contrast, the more memorable the sign and the more likely the sign is to be noticed, and thus the more likely the sign will have a positive ROI.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

For more about SignForce visit http://www.signforce.co.za

Quality versus Cost

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Signage that LASTS

Signs outliving their expected life by +100%

 

Quality vs cost

In finance there is a standard trade off between RISK and RETURN.

This trade off is a standard for almost every business, In signage, as with ,many businesses, the trade off is quality versus cost.

Generally speaking, the more one pays, the better the product, because better parts cost more, better labour costs more ad people who are looking for quality are prepared to pay more. There is a sad caveat in signage, as we have seen in the past that some of our clients have paid premium prices and still received inferior quality.

The photo’s above would be extremely embarrassing if they were of a new SIGN that SignForce had produced, especially as we are in the business of designing. manufacturing and installing signs. The pictures of the signs are one of SignForce’s experiments. They are of a south facing sign (at the entrance to our premises) that was printed on THREE year vinyl using original ROLAND inks.

What makes this sign interesting is that this sign is already over SEVEN years old. The cracking of the vinyl will generally appear after anywhere from 24 – 30 months, and after 36 months the print is generally no longer legible. The fact that this sign is south facing may be partially responsible for the slower fade and longer life of the vinyl, but we doo believe a greater factor in the continued legibility of the print is that fact that SignForce ONLY use ORIGINAL ROLAND INKS.

Experience has shown that the original ROLAND inks are longer lasting and seldom need laminating (although we do laminate for other reasons). The cost of the original inks is 100% – yes two times – the cost of the available generic inks, but the benefits to clients who require better quality are immense. There are also the benefits to SignForce of not needing special ventilation for the printer (which we did years back when we tested generic inks for 5 or 6 months).

If you are in the market for a sign and want to feel secure that the sign will last, talk to us at SignForce.

Contact SignForce now on +27 (0)11 440 78525 or WhatsApp +27 (0)82 558 6413 or email info@signforce.co.za

You can find out more about SignForce at http://www.signforce.co.za

What PROBLEM does your sign solve?

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What PROBLEM does your sign solve?

Trying to locate an existing physical business that has no signage can some-times prove extremely frustrating.

Can you relate to the experience of following your GPS to your desired location, and when your GPS politely advises you that you HAVE ARRIVED, you look around and have no clue where the store / factory / warehouse / house / business [fill in your own location] is, because there is no number or no signage to let you know that you are actually where you want to be, because we all know GPS’s are not always perfect and can certainly assist us to get to the incorrect location in the fastest way possible.

If you can relate to this scenario, then it should make it easy to understand that a relatively small investment on a sign would have made the above experience more memorable for the RIGHT reasons, possibly retaining customers or even making the prospective visitor more relaxed, calmer and more pleasant to deal with when they do eventually get to you.

At SignForce we make sigs that help get feet through your door

Contact SignForce NOW to get your obligation free quote by emailing info@signforce.co.za or calling +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za

PERSPECTIVE – or an alternate (South African) view on Competition

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Safe installation of signs

PERSPECTIVE – or an alternate view on Competition

This was a very interesting week at SignForce

On Monday we assisted a competitor to install a sign they had manufactured. It was the first time I am aware of that we needed to use our block and tackle. The sign went up safely and our competitor and his client were all happy with the outcome.

On Wednesday we quoted a prospect. Part of the quote was to remove a number of signs from the building. A few were close to the ground, however many were more than three stories above the ground, and one was old, and from the brief inspection while on site, looks to be rusted through in more than one place. (I guess an article on the importance of maintaining signs for safety would be a good idea).

When followed up the prospect advised this writer that I must have lost my f@king mind because the amount was insane. He went on to explain that he could do the job for about 8% (1/12th) of the quoted amount. He went on to explain that he could hire some unemployed ‘casual’ labor off the street and provide them with the tools they need to remove the sign. I volunteered to provide a 51 foot ladder.

The difference between Monday’s client and Wednesday’s prospect may boil down to PERSPECTIVE.

The client on Monday appreciated SignForce’s experience, skills and understanding, and is willing to pay for the skills and experience.

The prospect on Wednesday may not have the understanding of the value of SignForce’s experience, and is certainly not prepared to pay for that experience.

That does not mean the prospect is incorrect. He may be able to get the job done safely at a much lower cost, and he will be responsible and accountable for the risk and any potential fallout that occurs.

One lesson of experience is being able to see the rust on the one sign – something which may be superficial, however, if it is not superficial – which is equally likely – the entire sign may fall apart when it is moved, which can become deadly very quickly. This writer has said multiple times, signage is an extremely simple industry, UNTIL IT IS NOT!

When a business complies and follows certain best practice norms, that compliance comes at a cost, which client’s should be prepared to pay for, as this ensures (or as close as possible) safety and successful completion of the job.

When a prospect is prepared to do the job himself and to say to hell with all safety norm, it is generally better to walk away, because if or when something goes wrong, that prospect will ,most likely be the first to throw the business under the nearest – and furthest – bus.

If you are in the market for signage – whether it is to manufacture, install, maintain or remove – SignForce is available to assist.

Contact SignForce now on info@signforce.co.za or call +27 (0)11 440 7525 or WhatsApp +27 (0)82 558 6413

Find out more about SignForce at http://www.signforce.co.za