Some of our clients view display signage as a minor detail, something to be added almost as an afterthought. In point of fact, a number of studies have demonstrated that visibility and design of signs have a direct correlation on an establishment's customer traffic and profits.

Signs Attract New Customers

Business owners sometimes don't appreciate just how often customers enter stores on whims. They try to attract customers through expensive advertising campaigns when in many cases good display signage will be more effective.

The Small Business Administration did a study on the effects of display signage on restaurant patronage. They discovered that over one-third of new customers in a typical fast food restaurant entered the establishment because they saw the sign. No other factor affected new customer traffic so strongly. Sit down restaurants saw as much as one quarter of their traffic generated from signs.

To be effective, these visual displays must be designed to stand out from the visual clutter around them so they grab customer attention right away. WL Concepts helps you create a design that will generate a positive, inviting feeling and encourage customers to step inside.

Signs Direct Shopper Decisions

Stores have many reasons for wanting to push certain merchandise on customers. They might be trying to unload discontinued items or want to sell products with higher markups. Whatever the reason, display signage directs customers' attention toward these key items. Successful retail stores boost profits by influencing shoppers without the customers realizing it.

Impulse buys are a significant source of revenue for most retail outlets, which is why racks are set up at store entrances, in the aisles, and at checkout stands. These small purchases don't seem like much to the customer, but can add up to significant income for the store. However these displays have become so common customers stop seeing them. Strategic use of display signage grabs shoppers' attention and encourages impulse buys.

Signs Reinforce Branding

Marketers know that strong, positive imagery is an integral part of a successful branding strategy. Carefully designed display signage not only draws the attention of passers-by, potentially turning them into customers, but creates a powerful association in people's minds.

The importance of architectural signage is so great that we have seen entire stores built to draw attention to the sign. Of all visual displays, it is the one to reach the largest audience. When the sign is the focal point of the store, there is a direct effect on profitability.

We try to educate our customers on the value of display signage. The displays seem so simple but in reality they are powerful promotional tools. A sign that is hard to see or one that presents a negative image can hurt a business. When signage is considered as part of your marketing and promotion strategy, you are positioned to reach the most customers in the best way.