Display Signage Guide: Setting Yourself Apart From the Competition  If you run a small business with a retail presence, you know your visual displays and window graphics can make a big difference in your sales figures. Customers are drawn to eye-catching displays and great ones will bring customers into your store. It’s a good idea to hire a professional display signage company such as WL Concepts to design, produce and install your visual displays so you’ve got the best displays available. 

Designing Visual Displays WL Concepts is knowledgeable in everything required to design beautiful visual merchandising materials. We have engineers, graphic artists and visual merchandisers who work together using the latest marketing trends to create your interior space as well as your window graphics.  If you have any ideas of the look you want to achieve with your visual displays, let our design team know. We will be able to take your ideas and add our own professional spin to design displays and fixtures that are attractive and functional. 

Producing Display Signage Once you have a design chosen, there are many different ways window and interior graphics can be produced. Some of the more common methods are photographic reproduction, silk screening and printing on vinyl. Each of these methods use digital and or traditional printing on various materials and substrates to create display signage.  Other methods of producing displays include acrylic fabrication, vacuum forming and lenticular signage.

Lenticular signage is created by layering two or more photographs together and covering them with a special plastic lens. The plastic creates the allusion of movement from a stationary sign as a customer walks by.  We can also create innovate displays using a high speed laser that produce detailed shapes out of metals, plastics, woods, leather, rubber or other materials.  A high pressue water jet will also cut materials in nearly any thickness. This means if you can dream it up, we can create it using our visual expertise.  

Display Signs for various departments and branding of those departments.

The marketing industry seems to rediscover the "revolutionary" concept of in-store advertising every few years. Even though there is much evidence about how effective in-store advertising is in guiding customer purchasing habits, most businesses continue to rely on traditional television, radio and print advertising instead of focusing on the interior graphics that can make a huge difference. WL Concepts works with customers to design effective interior graphics that can help their business establish a stronger branding presence and increase per-customer sales.

The Power of In-Store Marketing

Many companies spend huge chunks of their advertising budgets on television commercials. No matter how sexy, funny, or exciting that commercial is, it only puts your product into the minds of consumers until the next funny or exciting commercial comes on. And even if your commercial does happen to change customers' minds, they most likely aren’t going to drop what they’re doing to come immediately to buy your products. With every hour that passes, more consumers forget about you.

Using interior graphics created by WL Concepts to market certain items to customers in your store is much more effective. When in-store graphics bring people’s eyes to products that they want, they can buy them immediately. Marketing in this way means you don’t have to compete with other distracting ads, because your advertising is competing only with more of your advertising.

Plan Your Store Layout

Where you place your interior graphics matters. This is where the basics of advertising comes in – the more people who see your message, the more chances you have to implant that message into consumer’s minds.

Interior graphics advertising your products should obviously be placed in high traffic areas such as entryways and cash registers. But you must also consider the path that consumers will follow to reach their destination within your store.  For example, if a woman enters your store to buy a dress, her path to the women’s clothing and dress department might include passing jewelry, cosmetics, shoes and handbag graphics, signs and displays.  The reason being, you want to pique her interest in these additional items which will round out her purchase of the dress and provide a finished look.  Another great example can be used when you are dealing with consumer electronics. By careful placement of advertisements, graphics, in-store signage and displays featuring DVD players and video games along the path to the Television section you can entice the potential customer to make additional purchases of these items that go hand-in-hand with the TV they are actually in the store to purchase.

Overall, the graphics should be placed in high traffic areas, along walls and partitions, where consumers can look off into the distance and see the display or graphics as well as locations along the path that the customer will be traversing.  You want your customer’s gaze to fall naturally upon these interior graphic signage and displays while walking through your store. It is essential that they be of high quality. The goal of interior graphics isn’t to try and catch the attention of people already interested in a certain product, but instead to reach consumers who are passing by with another destination in sight or even to grab customers viewing other merchandise.

In-Store Advertising Supplements Traditional Methods

To reach as many people as possible, a comprehensive marketing plan should include many types of advertising methods. A television commercial might advertise a particular product or sale to bring traffic to the store. Once on the premises, interior graphics is used as advertising and can trigger impulse buys that greatly increase your store's sales.

One thing to keep in mind about in-store advertising is that generally, ad space is limited. Instead of providing detailed information about one product, it’s a better idea to provide just enough information on a variety of merchandise to pique consumer's interest. The goal with interior graphics is to keep customers curious about your products by placing well-designed ads in the right places, and this can ultimately result in higher sales for your business.