Effective business signage helps to attract customers and hence drive sales. The arrival of summer offers businesses an opportunity to update their business signage to be more seasonally appropriate. Here is a straightforward guide on why and how to update your business signage for maximum impact in the summer season.
Benefits of updating business signage
Updating business signage during the summer season offers a range of advantages that can positively impact a company’s visibility and customer engagement. Here are five of the key ones.
Increased visibility and brand awareness
Updated signage grabs attention and makes your business stand out from the competition. Bright colours, bold designs and strategic placement help attract the gaze of potential customers. By refreshing your signage, you can enhance your brand visibility and increase awareness among both new and existing customers.
Capitalising on increased foot traffic during summer
During the summer season, a significant number of individuals venture outdoors to make the most of the fine weather. Updating your business signage enables you to leverage this surge in pedestrian traffic. Thoughtfully-designed signage has the power to capture the attention of passers by, engaging their curiosity and ultimately resulting in a higher volume of foot traffic and potential customers.
Creating a positive first impression
Your business signage serves as the first point of contact for many potential customers. A visually appealing and well-maintained sign conveys professionalism, trustworthiness and attention to detail. By updating your signage, you can create a positive first impression, enticing customers to explore your products or services further.
Reinforcing brand identity
Signage is an essential element of your brand identity. Updating your signage during summer allows you to align it with the season’s themes and aesthetics. By incorporating summer colours, symbols or imagery, you can infuse a fresh and relevant vibe into your brand, making it more relatable and appealing to customers during this time of the year.
Promoting seasonal offers and events
By incorporating well-designed signage that showcases your summer specials, you can successfully communicate these promotions to potential customers, enticing them to take advantage of the limited-time deals. This strategic approach not only captures attention but also creates a sense of urgency and excitement, motivating customers to engage with your business and capitalise on the enticing summer promotions.
Factors to consider when updating signage in summer
Updating your business signage in summer creates season-specific considerations. Here are the four main ones.
Weather considerations
Outdoor signage is exposed to the elements, including sun, rain and wind. To ensure longevity and durability, it is crucial to choose materials that can withstand these weather conditions. Opt for signage materials that are UV-resistant, waterproof and resistant to fading or warping. This will help maintain the visibility and quality of your signage throughout the summer season.
Ensuring visibility in bright sunlight
Summer is synonymous with sunny days and this can pose a challenge for signage visibility. To ensure that your signage remains easily readable and eye-catching even in bright sunlight, consider factors such as font size, colour contrast and the use of glare-reducing finishes. Employing bold and high-contrast colours can help your signage stand out effectively. Additionally, using matte finishes or anti-glare coatings can minimise reflections and enhance visibility.
Seasonal relevance and themed designs
Infuse your signage with the vibrant essence of summer by incorporating elements that reflect the season’s relevance and themes. Opt for a colour palette featuring lively blues, sunny yellows and refreshing greens. Integrate imagery that conjures images of beach scenes, warm sunshine or outdoor activities. By aligning your signage with the spirit of summer, you cultivate a visually captivating and cohesive experience for customers, forging a stronger connection to your brand.
Aligning signage with seasonal promotions or events
Summer often brings specific promotions, sales or events. Take advantage of this by aligning your signage with these seasonal initiatives. Incorporate relevant messaging or graphics that highlight your summer promotions or upcoming events. By doing so, your signage becomes an effective tool for communicating these offerings to your target audience, generating excitement and encouraging customer engagement.
Budget considerations and return on investment
When considering updating your business signage during the summer, it is important to evaluate the budget implications and potential return on investment. Here are the three key points to consider.
The cost of updating signage
Start by determining the budget allocated for signage updates. Consider factors such as design, materials, production and installation costs. Obtain quotes from reputable signage providers to get an accurate estimate. It’s crucial to strike a balance between quality and affordability.
The potential benefits and returns
While updating signage incurs expenses, it is essential to evaluate the potential benefits and returns. Consider how updated signage can attract more customers, increase brand visibility and potentially lead to higher sales. Assess the potential impact on customer perception, brand reputation and overall business growth. Calculate the potential increase in foot traffic, conversion rates and customer engagement to estimate the return on investment.
The long-term impact of quality signage
Making an investment in high-quality signage yields long-term benefits for your brand. By utilising durable materials and professional designs, your signage retains its effectiveness and visual appeal over an extended period. Quality signage plays a crucial role in shaping your brand’s reputation, showcasing professionalism and meticulous attention to detail. It leaves a lasting impression on customers, increasing the likelihood of repeat business and generating positive word-of-mouth recommendations.
Choosing the right type of business signage for summer
In principle, most types of business signage can be used all year round. In practice, there are three types of business signage that are particularly effective in summer. They are banners, flags and shop-front signs.
These are all very affordable, which means that they are cost-effective choices for seasonal marketing. One of the reasons why they are affordable is that they can be produced quickly. This means they can potentially be used for trend-led marketing. Even if you’ve no interest in that, they are still great ways to display eye-catching visuals and bold messaging.
What’s more, all of these signs combine both high visibility from a distance with visual appeal at close range.
Maximising the impact of summer signage
If you’re going to invest in business signage for summer (or at any other time), it makes sense to get the most out of it. Here are four points to consider.
Strategic placement
Identify high-traffic areas and events in your target market and strategically place your signage in those locations. This can include popular parks, beaches, shopping districts or event venues. By reaching your target audience in areas they frequent, you increase the chances of capturing their attention and driving engagement.
Ensuring visibility from multiple angles
Consider the placement and positioning of your signage to ensure maximum visibility. Make sure it can be seen from different angles, both by pedestrians and motorists. Utilise clear and bold fonts, contrasting colours and appropriate sizing to enhance readability from a distance.
Delivering a clear and concise message
When creating your signage, strive to craft a message that is clear, concise and impactful. Utilise compelling headlines, succinct descriptions and strong calls to action. By delivering a clear message, you simplify the process for customers to comprehend what your business offers and why they should choose you over competitors.
Consistency in branding and messaging
Maintain consistency in your branding and messaging across all your summer signage. Use your brand’s colours, logo and fonts consistently to create a cohesive visual identity. This reinforces brand recognition and strengthens your brand’s image in the minds of customers.