What is the purpose of signage?
Typically, signage tends to serve a few common purposes: to promote, identify, provide information, give directions or to raise safety awareness. Allow us to expand:
1) Advertising & Marketing
Firstly, signs are often used for advertising and marketing by companies or organisations. While advertising hoardings may initially present themselves as the obvious solution for companies, there are other signs that can be used for this purpose. Other outdoor signage solutions and building wraps are an alternative and successful way to advertise a brand. Wide format printing has progressed to a point where large vivid outdoor prints can be put almost anywhere!
2) Entice Customers
Relatedly, retail signs & shop signs (both inside and out) can attract business to a company. Also, to entice customers from the outside, window displays can be successful at creating curiosity and encouraging customers to venture inside. Business signs let people know they’re in the right place. More importantly, if the sign maker has put quality of production centre in their thinking, business signage can create a great first impression of your business before a single door has been opened or greeting made.
Quite simply, signs are often designed to help individuals recognise or identify a place or brand. For instance, signs help us to identify which restroom to use. In terms of brand identity, Coca-Cola and Starbucks have become instantly over the years, and recognisable high street signs as part of their marketing strategy. Chains and franchises will use similar shop fronts to build brand recognition throughout their locations.
4) Wayfinding & Directional Signs
Directional signs are necessary for vast locations such as shopping malls, hospitals and corporations. With these building signs, visitors or customers are less likely to get lost which helps to avoid a situation that could reflect badly on the business. Directional signage can also be useful for large scale outdoor events such as festivals or places where there are multiple buildings or entrances.