Many people’s first impression of a business that they are unfamiliar with stems from the outward appearance of the business in their area. The most noticeable aspect is signage, and without a proper sign, no one even knows you’re there. Business locations are important, but in reality clients or customers will come find you if they need what you have. The best way to ensure that a)local traffic knows you’re business is there and b)customers can find you when traveling to your store, is to have a memorable, eye-catching sign.
First and foremost, make sure you check your local laws and statutes to find out about requirements, permits and fees required to hang signage. That will help you narrow down your choices by eliminating anything that isn’t permissible. Secondly, gather the names of reputable sign shops local to you. Find companies that have signs you find appealing and ask them for a reference to their sign maker (and graphic designer, if you need assistance in design). Once you decide what you need in your sign options, contact these references for quotes.
Things to consider
- Size matters: A gigantic sign on a tiny building will look hokey, even if it’s eye-catching. A tiny sign will likely get lost in the environment around it. Depending on whether your sign is a marquis, a post sign, or on your building, make sure the size looks appropriate for the application. Whatever sign company you choose should be able to give you a photo proof of your sign in it’s proposed location to make sure it fits the bill.
- Not all signs are created equally: According to Royal Sign Co., the most common type of “strip mall” sign is an LED or neon box sign. They say, “These are economical, but lack the character of other sign choices. Cutout signs are more expensive, but look more finished and have more options (like back lighting or halo effect) to make your sign pop, both day and night.” Unlit signs, like those on a marquis or on a building, are usually the least expensive, and can be on something as inexpensive as vinyl or, on the more expensive end, sandblasted hardwood. It depends on the look you are going for, and what kind of image you are trying to portray for your business.
- Durability: There are different styles and qualities of vinyl for signs, as well as the inks/paints used for the coloration. The sign company should be able to tell you know how long yours is expected to last, and if there are more durable options available. If you choose a lit sign, ask questions about the cost of replacing neon/LED lights, and how long they last. There is also a difference in cost of operating those signs, which is something to consider.
- Cost vs. return of interest: Vinyl marquis signs are typically the least expensive of all signage, followed by vinyl box signs, sandblasted/handcrafted signs, and lit cutout signs. If you operate a business that does not require a constant flow of new traffic, and costly sign will probably not be the best choice for you if you are on a budget. For business like law firms, doctors offices and real estate companies, it is not as important to have as much visibility and attention brought to your sign, but you must still make it so that clients looking to make a visit can find you with ease.
- Portray your desired image: If you operate an upscale business, you don’t want loud, flashy or tacky designs on, or even around, your signage. Conversely, if you have a children’s play place or toy store, you want to portray your business as fun, free, and colorful. If you are not a “branded” business, make sure your sign at least gives an indication of what your business offers.
