Tag Archives: choosing a sign manufacturer

Can You Have Too Many Signs?

Posted on by
When signs are too much

When signs are too much

A Simple Look at Store Signage and Hiking Trail Signs

Signs are everywhere in our lives. They help us find things, stay safe, and make decisions. But is it possible to have too much signage? Can too many signs actually confuse people instead of helping them? Let’s take a closer look at two places where signs are super important: Physical Stores and Hiking Trails.

Store Signage: Finding the Balance

When you walk into a store, signs are there to guide you. They tell you where the bathrooms are, highlight special deals, and help you find the right aisle for your needs. Good store signage is clear, easy to read, not overwhelming and can convert a warehouse into an inviting, warm shopping environment. But when there are too many signs, it can feel like chaos while leaving one feeling like you are being bombarded by visual pollution.

Imagine walking into a store and seeing a sign every two feet. One says “Sale Today!” while another says “Check Out Our New Items!” and another says “Exit This Way.” Instead of helping you, these signs make it hard to focus. You might miss the important directional signs because your brain is trying to process too much information.

The key is balance! Store owners need to think about what their customers really need to know. Too much signage can clutter the space and make shopping stressful. Clear, well-placed signs are always better than a dozen flashy ones. A great rule of thumb is the Rule Of Two. Giving a person ONLY TWO options will make them more likely to make a choice of ONE and leads to less confusion. Too much choice can sometimes be a negative thing.

Hiking Trails: Safety First, But Sill – Don’t Overdo It

On a hiking trail, clear, visible and accurate signage saves lives. The value of directional signs pointing you in the right direction, and warning signs warning you about dangers like steep cliffs or slippery paths can never be overstated.

This writer remembers a time when some people who thought they were funny turned crucial signs around on a national hiking trail that was on a cliff edge. It was very fortunate that the hikers that followed the incorrect signs only lost time and no-one was injured but the state did not see the humor of the fools that turned the signs around and as such they were each fined and were rewarded with a criminal record for their efforts.

That said, even for hiking trails, too many signs can be a problem.

Picture this: you’re hiking on a beautiful trail, but every few steps, there’s a sign. One says “Watch Out for Falling Rocks.” Another says “Trail Ahead.” Another says “Slippery When Wet.” While safety is important, too many signs can take away from the natural beauty of the trail. Worse, they can make hikers stop paying attention. If every tree has a sign, people might start ignoring all of them. There is also the risk that too many signs make hikers complacent because they feel they don’t need to think or pay too much attention because they are being ‘led’, until a few signs are missed and they land up on an incorrect path.

Good trail signage gives clear and essential information without overwhelming hikers. Directional signs should be placed where trails split, and safety signs should only appear where there’s real danger. This way, hikers stay informed but also enjoy their journey.

So What’s the Right Amount of Signage?

Whether it’s a store or a hiking trail, the right amount of signage depends on the situation. Here are a few tips for getting it right:

  1. Keep It Simple: Too many signs can confuse people. Focus on the most important messages.

  2. Be Strategic: Place directional signs where they’re needed most, like at isle ends, intersections or confusing areas.

  3. Think About the User: Put yourself in the shoes of a shopper or a hiker. What information would you need if this was the first time youj were walking in that area?

  4. Avoid Clutter: In both stores and nature, too many signs can be distracting or overwhelming.

Signs are tools to help people, but they work best when they’re simple, clear, and placed thoughtfully. Whether you’re designing store signage or marking hiking trails, remember: less is often more.

Final Thoughts

Signs and directional signs play a huge role in our daily lives. They guide us, keep us safe, and help us enjoy our experiences. But like so many thing is life, too much of a good thing can be a problem. By using signage wisely, we can make sure that people find their way without feeling lost in a sea of signs.

So next time you’re setting up signs, ask yourself or your sign professional: is this helping, or is it just adding noise? The answer will guide you in the right direction.

When you are looking for a sign professional contact SignForce 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

Posted on by
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

Posted on by
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

Posted on by
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

Posted on by

 

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.

https://g.page/r/CS8MaRV3_hIgEBM/review

OR

Search for signforce.co.za on Google, find the business profile, click “Write a review”, choose your star rating, share your experience and click  POST.

Your honest opinion is much appreciated so many thanks in advance.

The Importance of Strategic Planning for Business Signage

Posted on by
Free Standing Business Sign

Free Standing Business Sign

For business owners, your business signage is more than just a marker; your business signage is a cornerstone of brand identity, customer engagement, and visibility. Because of it’s importance, especially for a brick-and-mortar business, a lack of planning in creating and implementing signage can have far-reaching consequences for production quality and functionality of your business sign, and ultimately, the success of your business.

This article delves into how insufficient planning for signage impacts many aspects and the long-term effects on your enterprise.

Production Challenges

When businesses fail to plan adequately, the production phase of signage often suffers. Rushed timelines and unclear specifications often lead to errors, unplanned delays and possible reduced quality. For instance, without precise measurements, materials might be improperly sourced or cut, resulting in additional costs and wasted resources. Vendors may also struggle to meet tight deadlines, potentially compromising the quality of workmanship.

Additionally, neglecting to consider environmental factors, such as weather resistance or durability, during the planning stage can lead to premature wear and tear. This lack of foresight often necessitates costly repairs or replacements, unnecessarily further straining budgets.

Quality Compromises

The quality of signage directly reflects the professionalism of a business. Poor planning frequently results poor quality signs with subpar designs, illegible fonts, or inappropriate color schemes. A lack of alignment with brand identity can confuse potential customers or leave a weak impression. For example, a luxury brand with signage that looks cheap or outdated may struggle to attract its target, astute, demographic.

Moreover, failing to engage professional designers or consult signage experts can result in technical flaws. These might include uneven lighting in illuminated signs, peeling paint, or colors which fade or run prematurely – all of which undermine the effectiveness of the signage.

Functionality Issues

Signage must serve a functional purpose, such as guiding customers, providing essential information, or enhancing visibility. Insufficient planning can result in signage that is difficult to read, improperly placed, or non-compliant with corporate identity or local regulations. A sign positioned too high, for example, might go unnoticed, while one installed in a poorly lit area could be ineffective at night.

Neglecting to account for accessibility can also alienate potential customers. Businesses that fail to include braille or ensure regulatory compliance may face legal repercussions together with a tarnished reputation.

Business Impact

The ramifications of poorly planned signage extend beyond production and design of the sign. Low-quality, un-maintained or dysfunctional signage can deter potential customers, reduce foot traffic, and harm brand perception. In competitive markets, businesses cannot afford to lose customers simply because their signage failed to communicate effectively.

Long-term consequences of poor quality signage can include diminished customer trust and loyalty. A business with deteriorating or outdated signage signals neglect, raising doubts about the quality of its products or services. Furthermore, repeated costs for repairs or replacements due to poor planning can drain financial resources that could be better invested elsewhere.

The Solution: Thoughtful Planning

To avoid the pitfalls mentioned above, business owners and marketing teams are well advised to prioritize strategic planning for their signage. Begin by consulting professionals, setting clear objectives, and establishing realistic budgets and timelines. Consider factors such as target audience, environmental conditions, and compliance with local codes. By investing time and effort upfront, businesses can ensure their signage is visually appealing, functional, and durable.

It is essential to remember that effective signage is a critical asset for any business. Neglecting to plan can lead to production hiccups, quality issues, and long-term damage to brand reputation. By approaching signage with the same strategic mindset applied to other aspects of your business, you can create and expect impactful, high-quality signage that drives success to your business for years to come.

For signs and advice on signage 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

Why is signage so often overlooked by (small) business when developing a marketing and branding plan

Posted on by
Large internally illuminated 3D sign

Large internally illuminated 3D sign

Why is signage so often overlooked by businesses when developing a marketing and branding plan – this applies equally to small and large businesses.

Signage is frequently overlooked as a marketing and branding tool for a number of reasons, despite its critical role in business success. Below is a limited explanation of some of the key reasons behind this oversight and ways to change the mindset:

Why Signage Is Overlooked

  1. Focus on Digital Marketing:
    The rise of digital platforms like social media, email marketing, and online ads has drawn attention away from traditional marketing tools like signage. Businesses often allocate significant budgets to digital campaigns, perceiving them as more modern and scalable,     ignoring the fact that signage is one of the few marketing tools that requires relatively low payment for relatively long term viability and return.

  2. Misconception About Obsolescence:
    Many businesses mistakenly believe that physical signage is outdated in a digital age. They underestimate     signage’s ability to provide tangible, immediate visibility that complements online strategies, with a single payment and long term accumulative benefits.

  3. Perceived High Costs:
    Signage can be seen as a one-time expense with uncertain ROI. This perception leads businesses to prioritize other marketing channels that promise quicker results, overlooking the long-term benefits of a well-designed sign.     While it may be true that signs are relatively more costly than free or limited paid advertising on social media platforms such as Google, FaceBook, LinkedIn and Instagram, many marketers tend to forget that the social media costs are monthly and ever increasing, especially when key words are popular, while the one off payment for what is considered ‘traditional’ signage has cumulative views that once the sign is paid for, are for free.

  4. Lack of Expertise:
    Small businesses, in particular, may lack the knowledge or resources to design and implement effective signage. This can result in poor-quality signs that fail to deliver results, further reinforcing the idea that signage isn’t worth the investment.     This is why SignForce offer our clients advice on signs. With almost three decades of signage experience (excluding our years as marketing advisors), SignForce is well placed to offer small, medium and start up businesses various options that can fir their budget while offering great return on their investment in signage.

  5. Underestimation of First Impressions:
    Many business owners fail to recognize how crucial first impressions are to attracting customers. They may focus on operations or product development, neglecting the impact of a professional and inviting storefront or location.     This lack of understanding of marketing and it’s impact on customers and prospective customers could be one of the contributing factors why so many new businesses fail in their first 60 months. SignForce has been around the block a few times and we are happy to advise and assist new, small and any size business to develop signs that will work for them, and do so while still offering quality and value on a limited budget.

How This ‘Signs are Unimportant’ Mindset Can Be Changed

  1. Educate on the ROI of Signage:
    Highlighting studies, like the one from the University of Cincinnati    * showing a 10% average sales increase after signage upgrades, can help businesses see signage as an investment rather than an expense. Demonstrating the lasting impact of visibility on brand awareness is key.

  2. Promote Signage as a Complement to Digital:
    Position signage as an integral part of an omnichannel strategy.     Well positioned signage can reinforce digital campaigns by driving offline traffic, creating a cohesive customer experience from online to in-person interactions.

  3. Leverage Success Stories:
    Sharing examples of businesses that have significantly improved their visibility and sales through effective signage can inspire others. Case studies and testimonials can help illustrate the tangible benefits.

    One such, unintentional case study by SignForce was when we were approached by STAX stores in the west rand to cheaply refurbish the existing signage as the store was relocating and wanted to have a closing down sale before it closed it’s doors for 18 months while the new store was being built. The store was running at a loss and there was no benefit to keeping it open until the new location was available. Mere weeks after the refurbished signs were installed the store became profitable – the only change being the refurbished signs as the closing down sale was not yet advertised. Because the store went back into the black the staff kept their jobs as the store stayed open until it moved when the new premises were ready.

  4. Provide Access to Experts:
    Encourage businesses to work with     experienced, professional designers and signage companies such as SignForce. These experts can ensure signage aligns with brand identity and achieves maximum impact, making the process less daunting for business owners. SignForce are proud to offer our clients a one stop shop with the intention of project managing your business’s signs, making your life easier as you are only required to approve and pay while your signs happen FOR you.

  5. Reframe as a Marketing Essential:
    Shift the narrative around signage to position it as a core marketing asset. Businesses should see     signs as their “silent salesperson” that works 24/7 to attract customers and communicate their brand.

By addressing these misconceptions and demonstrating the strategic importance of signage, businesses can better appreciate signage’s role in marketing and branding. A mindset shift, coupled with actionable steps, can help ensure signage gets the attention and investment it deserves.

At SignForce we in the simplicity of a sign that stands out in contrast to it’s surroundings with the ‘message’ of the sign conveying to potential customers everything about your business is a successful or great sign.

At SignForce we have over a quarter of a century experience in signs and how they relate to marketing. We share this experience to give our client’s signs that are cost effective, and work with the intention of any spend on signs being an investment that offers return (ROI).

SignForce follow the KISS principle and operate on the basis that , the simpler the sign and the greater the contrast, and in some cases the more a sign makes the viewer comfortable- or uncomfortable – the more likely the sign is to be noticed, be remembered 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

* https://www.uc.edu/news/articles/legacy/enews/2011/10/uc-research-examines-the-economic-value-of-on-premise-signs.html

The survey found that businesses primarily invested in signs to help make their businesses stand out and to help potential customers find their locations. As a result, we found that businesses that pay attention to their signage and invest in the design and placement of signs get better results from their investment.

** omnichannel

Omnichannel is a business strategy that aims to provide a consistent customer experience across all channels, including in-store, online, and mobile. It’s a customer-centric approach that integrates all channels to create a unified brand experience.

Why Your Business Sign Could Be Your Greatest Investment – Part 4

Posted on by
Non-illuminated 3D sign

Non-illuminated 3D Building Sign

Why Your Business Sign Could Be Your Greatest Investment: Insights from Steve Jobs’ Marketing Outlook

Steve Jobs, the visionary behind Apple, revolutionized not only the technology industry but also the way businesses think about branding and marketing. His unique approach to marketing, product design, and customer experience has inspired entrepreneurs and businesses worldwide to think outside the box. One of the key elements of Jobs’ strategy was his relentless focus on simplicity, clarity, and brand identity—principles that can be applied to almost every aspect of business, including something as seemingly simple as a well designed, technologically cutting edge business sign – the type of signs SignForce specialize in.

While Jobs was known for his groundbreaking innovations in product design and digital marketing, his overarching marketing philosophy holds valuable lessons for how even the most basic elements of your business, like a sign, can become a powerful tool for success.

Here’s how Jobs’ marketing outlook can help you see why investing in a great business sign might be the smartest move you make for your business.

1. Simplicity Sells

Steve Jobs was a master of simplicity, famously stating, “Simplicity is the ultimate sophistication.” His vision for Apple’s products was to make technology that was elegant and easy to use. This same principle applies to business signage, something SignForce strongly believe in..

In a world full of clutter and distractions, simplicity in design can set your business apart. A sign that is clean, direct, and visually appealing makes an instant impression.

It’s not about overwhelming potential customers with flashy designs or excessive information, but rather about capturing attention in an effortless way.

Your business sign should clearly communicate your business name, logo, and value proposition in a simple, easy-to-read format. Jobs understood that consumers don’t want to spend time deciphering complicated messages – customers want clarity and immediacy.

When applied to your business sign, this means you don’t need a sign with every detail of your business or a long list of services. Focus on making your sign easy to digest in a matter of seconds. A simple and clear message creates a lasting impression that potential customers will easily recall when they need your product or service.

2. Branding Is Everything

Steve Jobs was obsessed with branding. Apple’s iconic logo, sleek product designs, and minimalist approach are all part of a cohesive brand identity that transcends just the product itself. Jobs believed that every touchpoint with a customer was an opportunity to reinforce the brand and build a lasting connection. A business sign is no different – your business sign is a key part of your brand’s overall identity.

Your business sign should reflect the values, mission, and personality of your business. Just as Apple’s clean, modern aesthetic conveys a sense of innovation and sophistication, your sign should communicate what makes your business unique – sometimes referred to as your businesses USP – Unique Selling Proposition. A well-designed sign isn’t just a marker of your location; it’s a visual representation of who you are, what you stand for, and what customers can expect from your business.

When you think about your sign, consider it an opportunity to amplify your brand’s presence. Jobs’ genius lay in his ability to consistently communicate Apple’s identity across every touchpoint, from the product to the retail experience.

Your business sign, when aligned with your brand, becomes an extension of your businesses identity – an ongoing ambassador for your company in the real world.

3. Creating a Memorable Customer Experience

Steve Jobs was deeply focused on customer experience, believing that technology should delight and inspire. Apple’s retail stores are a prime example of how every detail, from the architecture to the product displays, is designed to create a memorable experience for the customer.

Your business sign, though simple in form, plays an important role in the customer experience.

A well-designed sign draws people in and piques their curiosity, setting the tone for their interaction with your business. Just as Apple’s signage is strategically designed to invite customers into their stores, your sign can be a welcoming gesture that makes a positive first impression.

The experience doesn’t end once the customer enters your store – it begins the moment they see your sign and carries through the customers interaction with staff until they have completed their time in the store and leave feeling amazing.

The visual appeal, placement, and messaging of your sign can invoke curiosity and interest, making people more likely to engage with your business. Jobs knew that creating an exceptional experience started long before the customer picked up an Apple product – it started with a well-thought-out introduction.

Your business sign can be that introduction, creating an early connection that leads to a more meaningful relationship.

4. Standing Out in a Crowded Market

Steve Jobs understood the importance of differentiation. Apple was not just selling products; it was selling an experience, a philosophy, and a way of life.

Apple’s products stand out because they offer something different – something that speaks to a particular customer need, desire, or aspiration. In much the same way, your business sign can differentiate you from the competition.

Think about the thousands of businesses that exist in any given city. What makes your business unique? What sets you apart from others in your industry? Your business sign is an opportunity to communicate that uniqueness and catch the eye of potential customers who are overwhelmed by the noise around them.

A compelling, strong sign that stands out – whether through color, design, or clever messaging – can help draw attention away from competitors and bring it to your business. Just as Apple’s marketing campaigns emphasized its products’ distinctiveness, your sign should highlight what makes your business worth visiting. Whether it’s your superior customer service, innovative products, or unbeatable prices, your sign can effectively communicate why your business is the better choice.

5. Leverage Consistency Across Platforms

Jobs was a master of consistency in branding. Every touchpoint a customer had with Apple – from the website to the physical stores – was designed to be uniform and cohesive, reinforcing the brand at every turn. In marketing, consistency helps establish trust and credibility.

Your business sign is no different. Your business sign should align with the rest of your branding materials, whether it’s your website, business cards, or packaging. Consistency across platforms makes your business feel more trustworthy and cohesive, which encourages customers to engage more deeply with your brand. A well-branded sign will reinforce your digital presence and create a seamless connection between your online and offline marketing efforts.

Steve Jobs’ marketing outlook, which focused on simplicity, branding, customer experience, and differentiation, shows how your business sign can be much more than just a physical marker of your location.

Your business sign can be a powerful marketing tool that drives awareness, creates a memorable experience, and differentiates your business from competitors.

By investing in a well-designed sign that reflects your brand’s identity and mission, you can leverage the same principles that helped Apple achieve monumental success. A simple, clear, and strategically placed business sign can ultimately be your greatest marketing investment, helping your business stand out and win in the marketplace.

At SignForce we firmly believe that a GREAT SIGN is a simple sign that stands out in stark contrast to it’s surroundings with the ‘message’ of the sign conveying to potential customers everything about your business.

At SignForce we have over a quarter of a century experience in signs and how they relate to marketing. We use this knowledge to give our client’s signs that are cost effective, with a return on investment (ROI).

SignForce also follow the KISS principle. We operate on the basis that generally, the simpler the sign and the greater the contrast, the more a sign makes the viewer comfortable, 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

Posted on by
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

How important is communication in signage

Posted on by

The Importance of Communication in Signage

At first glance, it may seem contradictory to discuss communication in relation to signage since signs are inherently designed to communicate messages — albeit silently. However, the real value of communication often emerges during the process of developing signage that effectively conveys its intended message and achieves desired outcomes.

Key Events Highlighting the Need for Communication

Two recent experiences at SignForce underscore the critical role of communication in signage creation.

1. Color Accuracy Challenge
In one instance, SignForce mixed paint based on a client’s specified color. However, discrepancies arose when comparing the color on (1) the computer monitor, (2) the provided swatch, and (3) the actual paint. The monitor displayed what appeared to be black, while the swatch seemed a dark off-green, and the paint looked distinctly green.

Effective communication with our client — located outside South Africa — prevented a potential installation disaster. By communicating and clarifying these differences before proceeding, we avoided unnecessary costs and ensured the client was satisfied with a correctly colored sign installed on time.

2. Banner Design Enhancement
In another case, SignForce was tasked with printing a banner. Upon receiving the initial artwork, we felt it did not optimally serve the client’s goals. Through a series of discussions (communication) with the client, the design was refined, resulting in updated artwork that was more likely to capture attention and act as the intended, effective silent salesperson.

The Subtle Nature of Sign Communication

While signage communicates messages, it often does so subtly. For instance, a dirty or damaged sign can send a negative message that detracts from your brand’s image. The impact of these subtle cues can be profound, affecting customer perception and engagement.

Partner with SignForce for Effective Signage

If you’re seeking signage that truly works and delivers your desired outcomes, look no further than SignForce. We prioritize clear communication throughout the design and production process, ensuring your signs communicate effectively.

Contact Us:
Email: info@signforce.co.za
Phone: +27 (0)11 440 7525
WhatsApp: +27 (0)82 558 6413

Learn More:
Visit us at SignForce for all your signage needs. Let us help you create impactful signs that resonate with your audience!