April 2024

Signs for success: 7 tips for captivating in-store signage By Kim Baker

Creating a visually appealing in-store environment is a powerful way to draw in customers and boost sales. One way to create an immediate, affordable upgrade to your store is through updating the design and placement of your signage. The following seven tips will help you create eye-catching signage that enhances the overall shopping experience for your customers.

1. Keep Your Shoppers in Mind

Tailor your signage to resonate with your audience through specific language, colors and imagery. Remember to make sure your signs are accessible, inclusive and reflective of your shoppers. Ask yourself:

• Are any photos or graphics representative of the diversity in the community?
• Are signs at a level to be read by both standing customers and those who may be in a wheelchair?
• Are signs and graphics easy to read for those who may have limited vision?

1. Keep it Simple

Your signage should be short, sweet and easy to understand; don’t overthink it. Use easy-to-read fonts and high-contrast colors to ensure readability from a distance. Avoid clutter; each sign should convey a single, straightforward message.

1. Consider Placement

Your signs are more than a way to communicate pricing or product names. Signage is functional; it serves to guide shoppers through the store and communicate information about your products. Be sure all signs are posted at eye level and help to lead customers through the store. Use signage to create focal points within the store by placing attention-grabbing signs near popular and high-margin products.

1. Bring in Your Brand

You spend a lot of time thinking about the look and feel of your store — the way the displays tell the stories you want them to tell. You should treat your signage the same way. Think of it as part of the display, not an afterthought.

Your signs can help you tell your brand’s story by maintaining consistency with brand colors, fonts and imagery. See if there’s a way to incorporate your logo into your in-store signage. A cohesive, visual identity can help you set your store apart from competitors.

1. Make It Interactive

Give your customers an opportunity to learn more about the products you’re showcasing by bringing in interactive elements. For example, add a QR code that they can scan to visit your YouTube channel or website. You can even include a link or QR code on your signage to have your customers share feedback about their experience.

1. Tell a Story

Use your signs to highlight unique features or the stories behind your products — and why you’re so excited to share the products with them. Your signs give you an opportunity to connect emotionally with your customers as they connect with your products.

1. Lighten Up

Strategically placed lighting will help your signs stand out and be part of the story you’re telling. Make sure your lighting complements the overall feel and flow of the store. Have fun with it; experiment with backlighting or spotlighting to create a focal point and help guide your customers’ eyes around the store and your products.

Signage helps keep customers both engaged and informed as they shop. Make sure they’re telling the story you’re wanting to tell, so don’t forget to have fun — this is the perfect opportunity to let your store’s personality shine. Take a look around your store — is your signage telling the story you want it to tell?

For an enhanced reading experience, view this article in our digital edition.