Beware The Temptation to Bow to the Squeaky Wheel

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


Why your Buisiness Sign could be one of your Business’s Greatest Investments – Part 6

Wall signs

3D wall sign

Zig Ziglar, one of the most influential motivational speakers and sales trainers of all time, emphasized the importance of clear, impactful communication in building successful businesses. While Ziglar’s philosophy spanned a wide range of marketing and sales strategies, his teachings can easily be applied to the often-overlooked but critical investment in business signage. Effective signage is more than just a way to display your business name; effective signage is a dynamic marketing tool that embodies Ziglar’s principles of visibility, consistency, emotional connection and honesty.

Visibility: Standing Out in the Crowd

Ziglar consistently emphasized the importance of making a strong first impression. In today’s competitive market, a well-designed sign serves as a business’s handshake to the public. Just as Ziglar encouraged individuals to present themselves professionally to attract opportunities, businesses must use signage to grab attention and make a lasting impact.

Outdoor signage, for example, functions as a 24/7 advertisement for your brand. High-quality, visually striking signs ensure that potential customers notice your business, even in a crowded marketplace.

Ziglar’s belief in being memorable aligns perfectly with this principle – a creative and strategically placed sign ensures your business becomes a landmark in its community.

According to the International Sign Association* (ISA), 76% of consumers said they had entered a store they had never visited before based on its sign alone. This statistic reinforces Ziglar’s mantra that visibility creates opportunity. An attractive, well-maintained sign can bridge the gap between a business and its potential customers, driving foot traffic and increasing brand awareness.

Consistency: Building Trust Through Branding

Another cornerstone of Ziglar’s marketing philosophy is consistency. He often stated that trust is built through consistent, reliable communication – a principle that applies directly to business signage. Consistency in branding across all marketing channels, including signs, creates a cohesive and professional image.

For instance, your physical signage should match the design elements of your website, social media profiles, and printed materials. This harmony builds brand recognition and trust, ensuring customers know exactly what to expect when interacting with your business. Ziglar’s teachings highlight that trust is earned through repeated, positive impressions – something a well-executed signage strategy can deliver effortlessly and consistently.

Emotional Connection: Speaking to the Customer’s Heart

Ziglar’s belief in connecting emotionally with customers underscores the importance of designing signs that resonate with your target audience. He famously said, “People don’t buy for logical reasons. They buy for emotional reasons.” Applying this principle to signage means using colors, fonts, and messaging that evoke the desired emotions in your target audience.

For example, a bakery might use warm, inviting colors like pastel pinks and yellows to convey comfort and sweetness, while a tech company might lean on sleek, modern fonts and cool tones to project innovation and reliability. Your sign’s design should tell a story that aligns with your brand values and speaks directly to your customer’s aspirations.

Additionally, incorporating compelling calls to action (CTAs) into your signage can further drive engagement. Ziglar’s knack for motivational phrasing is a valuable lesson here. Phrases like “Discover Your Dream Home Here” or “Fresh Coffee, Fresh Start” tap into emotions and encourage action, transforming passersby into customers.

Why Signage is Often Overlooked

Despite its critical importance, signage is frequently overlooked by businesses for several reasons. One key factor is the misconception that digital marketing has rendered physical signage obsolete. With the rise of social media and online advertising, many businesses focus their budgets on digital platforms, neglecting the tangible impact of a physical sign, even for traditional brick and mortar stores.

Another reason signage is frequently overlooked by businesses is the perception that signage is a one-time, high cost, expense rather than a long-term investment with long term returns. Businesses often prioritize initiatives with immediate ROI, overlooking the sustained benefits of consistent visibility and branding that signage provides. Additionally, smaller businesses may lack the expertise or resources to design and install effective signage, leading to suboptimal results and a diminished perception of its value. This is where SignForce can assist with our years of signage and marketing experience, we at SignForce strive to help small businesses grow, which is why we offer advice as well as full turnkey operations.

How to Change This ‘Signage is Unimportant’ Mindset

To address these challenges, businesses need to reframe their thinking around signage. Education and long term thinking is key – highlighting studies like the University of Cincinnati’s** findings on the positive ROI of signage can help shift perceptions. Emphasizing the role of signage as a complement to digital strategies, rather than a competitor, can also encourage businesses to view physical business signage as an integral part of their marketing mix.

Partnering with professional signage companies – such as SignForce – can further alleviate concerns about design and execution. These signage experts can ensure that your signage aligns with your business’s brand identity and achieves maximum impact. Finally, showcasing real-world success stories of businesses that have transformed their visibility and sales through signage can inspire others to follow suit. It also helps if one understands what you want your sign to achieve before you rush out to purchase your sign, as different objectives are achieved using different look and feel of your signs.

The Fails of One-Dimensional Signage Design

One common mistake businesses make is designing signage to be viewed only from the front, neglecting how it appears from the side. This oversight can lead to several issues that hinder a sign’s effectiveness and overall brand perception:

  1. Lost Visibility: Signs that are only effective from the front are easily missed by pedestrians and drivers approaching from different angles. This lost visibility reduces the potential audience and limits your sign’s ability to attract customers.

  2. Distorted Messaging: When viewed from the side, single-dimensional signage may appear warped, illegible, or incomplete. This can confuse passersby or convey an unprofessional image, damaging the brand’s reputation.

  3. Missed Branding Opportunities: Multi-dimensional signs, such as those with side panels or three-dimensional designs, can communicate your brand more effectively by ensuring visibility and readability from various directions.

  4. Inefficient Use of Space: Designing signs with only a front-facing perspective can waste valuable advertising real estate, particularly in areas with high foot or vehicle traffic on multiple sides.

How to Address the fails of One Dimensional Signs

To avoid these pitfalls, businesses should:

  • Invest in Multi-Angle Design: Ensure your signage is designed to be visible and legible from various angles. Use bold colors, clear fonts, and symmetrical layouts that maintain their impact regardless of the viewer’s position.

  • Incorporate Three-Dimensional Elements: Adding depth or raised elements to your signage can enhance visibility and create a more dynamic appearance. This approach is particularly effective for storefronts on busy streets.

  • Conduct Placement Analysis: Before installing a sign, evaluate traffic flow and sightlines to determine how your signage will be seen from all approaches. For signs that will be viewed by passing traffic it is essential that the sign be clear, large and visible enough to get your business’s message across to your viewer in the second that they may have to view your sign.

  • Use Lighting Strategically: Proper illumination ensures that your signage remains clear and inviting from all angles, even at night or in low-light conditions. While best lighting can sometimes require a higher initial investment, poor lighting can make your sign illegible, resulting in your spend on lighting being wasted at night.

By addressing these design considerations, businesses can maximize the effectiveness of their signage, capturing attention and conveying professionalism from every perspective.

Aligning Ziglar’s Philosophy with Modern Marketing

Zig Ziglar’s timeless principles of visibility, consistency, honesty and emotional connection offer a roadmap for leveraging signage as a key marketing tool. In a world where first impressions matter more than ever, investing in high-quality, strategically designed signage is not just an option but a necessity for businesses looking to thrive.

By embracing Ziglar’s teachings, businesses can transform their signage into a powerful symbol of their brand, attracting customers, building trust, and driving long-term success. Just as Ziglar inspired millions to aim higher and achieve more, your business’s signage can inspire customers to walk through your doors and engage with your brand resulting in higher turnover and thus higher profits.

At SignForce we firmly believe that a successful SIGN is a simple sign that appeals to passers by encouraging them to become customers of your business – getting them through the door where your sales team can take over.

At SignForce we have more than 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 our focus being on our client’s return on investment (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

* International Sign Association (ISA) – https://signs.org/

** 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.

FAQ regarding Brass Plaques and Plaques in General

Brass Plaque

Solid Brass Plaque, etched and filled for exceptional long life outdoors.

We at SignForce are often asked excellent questions regarding the plaques we manufacture.

We generally work with SOLID metals, Brass, Stainless Steel, Aluminium, Mild Steel. Our plaques are etched and filled so the plaques have a long outdoor life, even in the harsh African sun.

Below are a number of questions which may aid you in making a decision if you are in the market for a plaque.

Q1: Do SignForce’s plaques survive in direct sunlight and rain, (all kinds of weather conditions), especially when the plaque will be placed outside the building.

Yes, SignForce’s solid Brass or Stainless steel plaques survive VERY WELL outdoors. When outdoors they have an expected life of between 10 and 20 years, even when exposed to the harsh South African sun. 

Can plaques be multiple colours (colors) and will the colours remain intact regardless of the weather conditions.

SignForce use 2K automotive paints for the fills. As a result the colors will last very well outdoors. SignForce’s plaques are also coated with a clear lacquer which extends the life of the paint and protecting the plaque material at the same time. 

Do SignForce have any warranty on their plaques?

SignForce’s plaques carry a 12 month guarantee and because of the process used, the plaques can be refurbished in the future to keep the, by then old, plaque looking fresh.

How long is a SignForce plaque expected to last outdoors in the harsh African sun?

Depending on the material the plaque can last many many years. Brass and Copper plaques are known to last many hundreds of years (as can be seen when visiting may old cemeteries or church yards), although the colour fills are definitely not expected to live that long. It is also important to remember that with time (more than 10 years) the metal will tarnish so it will not lose the shine it has. Brass tends to oxidize to black and Copper tends to oxidize to green. Stainless steel plaques should do the same although they will tarnish and become dull with time, especially in then harsh African sun.

Does SignForce include installation in our quotes?

You can choose for us to quote with or without backing boards, with or without deliver and with or without installation. If you want SignForce to quote to include installation we will need to know (1) where the plaque will be located – both area and height above the ground. We also need to know what the plaque will be fixed to – dry wall, plastered brick wall, concrete, etc) and how easy or difficult access will be.  If you only want the quote to include installation we need to know where the plaque needs to be delivered to so we can calculate the most cost effective option for yourselves. SignForce often use POSTNET and PEP for outlying deliveries.

What size plaque can SignForce produce?

Since SignForce make custom plaques we can make almost any size between 10 x 20 mm ( 1 x 2 cm) to 1,000 x 2,000 mm (1 x 2 meters). The standard size for doctors plaques tends to be A4 and building opening plaques tend to be A3, but you can pretty much choose the size you want.  

What is the difference material do SignForce use to make their plaques?

SignForce can use almost any material – from granite and glass to acrylic, stainless steel, mild steel, aluminium,. Brass and Copper. If you want a silver finish STAINLESS STEEL, mild steel or Aluminium will be recommended, the difference being the location of the plaque.

The short answer is Can SignForce make ALL logo’s in full color.

The short answer is YES. That said, not all full color logo’s will have a long expected outdoor life. For certain logo’s, especially those that have half tomes, the logo will need to be printed and domed, making them ideal for indoor use as they will have a very short life outdoors.  While we can produce FULL colour logo’s, for them to last outdoors they cannot have half tones and they will need to have separations so that each colour paint can fill it’s own section. Please also be aware that the cost for the plaques increase with more complex artwork / logo’s and more colours.

In order to provide an accurate quote SignForce need the following information:

1. Material you want the plaque to be? – Brass (gold), Copper (pink gold), or Stainless Steel (silver), Aluminium (silver) or whatever other material

2. What size should the plaque be? (Please approximate if you are unsure)

3. What wording and what logo(s) would you want to have on the plaque. This is very important if SignForce are to give accurate quotes.

4. Would you want the plaque (a) delivered or (b) installed. For delviery please advise l0ocation. For installation please advise where, and height above the ground and if you know what the wall is made of, the type of wall.

5. Do you want a hard wood backing board? 

Once SignForce have all these answers we will gladly get you an obligation free quote

Contact SignForce NOW to get your obligation free quote by emailing info@signforce.co.za or call us on +27(0)11 440 7525

You can find out more by visiting the SignForce website at http://www.signforce.co.za