The Importance Of Signage

Melanie McIntosh is a Retail Consultant and the founder of Inspire Retail Solutions, a British Columbia firm that helps retailers create strong, professional business images that attract customers. She made the following remarks in a recent online article.
In this day and age of modern computers, ink jet printers and desktop publishing programs, I am still amazed to see store owners that put little effort into producing quality signage for their stores.
Signage is one of the most important ways to convey your message to your customers. Your store name, promotions, pricing, and product information may all be conveyed through signage. Are you getting these messages across effectively?
As a customer walks by your store, you have about 3 seconds to let them know what they will find inside. What message are you sending? Professional signage will attract the customer, provide just the right amount of information and invite the customer to enter your store or try your product.
Unprofessional signage is confusing to the customer and sends a negative message about your store and product. Common problems include too many signs, ambiguous or misleading messages, spelling errors or signs that are difficult to read. I don't know about you, but I avoid stores that have signs littered throughout the store that scream, "SALE! 9.99" and in small print at the bottom they add, "and up."
Allan Bird, MD of Hants and Dorset Signs and Plastics believes that as signage professionals the industry must make every effort to give best advice. He says he encourages his sales staff to take the time needed to ensure the client’s needs are met, and that mediocrity is not acceptable.