Sign functions
- attract attention
- convey brand identity
- communication
what is “operational signing”
signs that describe policies, hours, and relate to the business’ day to day
When to sign
- sale pricing
- in-store promo
- value-priced
- brand name
- trend
- new product/feature
- clearance
- lifestyle graphics
Guidelines for setting up signs
- be certain it is necessary
- display in holders
- do not write on printed signs
- do not mix types of signs
- replace damaged signs
Communication through signing
- retailers communicate with consumers before they enter the store
- an effective sign attracts attention and conveys brand identity
Communicating brand image
- brand image should be carried through every sign in the store
- some stores repeat their name inside the store
Communicating through operational signing
-enhances customer service environment and supports brand identity
List sign medias
-dimensional lettering
-decals
-floor graphics
-hanging panels (fabric scrims)
-light source signing systems (neon, projected imaging, etc)
-dimensional cut out signing
custom media options
List signage media material
- clear or coloured acrylic
- stainless steel
- brass
- 3m films
- canvas
Hand made signs
rarely used unless a part of brand image
Sign design
- in most cases, store buyers request for signs
- reviewed and edited by ISM (in store marketing)
- passed on to designers and copyrighters to be produced
- may be produced in house or outsourced to a creative agency
Sign layout
three elements include
- sign copy
- artwork
- white space
including literary techniques
literary techniques
- alliteration
- familiar phrases
- puns
- quotes
- rhymes
- themed adjectives
Wording signs-
font, size and copy style communicates tone
- conversational tone
- bullet points
- simple phrases
