Signs of the times

Adapting signage to the changing environment

Today’s businesses have many ways to reach target audiences with their messages, but research has shown that it is signage - on-site and place-based communication - that most effectively and affordably gives a business the exposure it deserves.

A signage company needs to provide a business with a complete signage package that takes into account the site and location of the business. Signage companies must be able to offer their clients an integrated site design approach where sign themes and systems are carried through from the exterior of the business into the interior space.

Whether a business is located in a mall or as a stand-alone commercial structure on a main road, the business must stand out. How well the signage is reflected and designed will impact on the extent of traffic and clients a business will attract.
Businesses that use integrated signage systems where the company’s logo and images are reinforced throughout the site have greater advantage over their competitors.

A smart signage system should open the door to the market by saying, “This is the business that is done here”. According to Marc Levy, Director of Signs360, signage on a building operates almost like ‘gift wrapping’ on a box: it is the wrapping to contain and explain what is enclosed in a space.

Signage must create a welcoming atmosphere and have a relevant impact. Signs also need to respond and adapt to cultural and environmental changes. For instance, in a society that is entertainment-oriented and technologically advanced, signs need to be more interactive and sophisticated.

To meet the needs of the changing market, sign-makers must undertake continuous market research and site investigations, to ensure that the business and the consumers get what they want.

A sign-maker must remember that the purpose and essence of signage is to communicate a message and when the market receives the message clearly, it responds to the business.

For this reason, comprehensive on-site signage systems remain the least expensive and most effective form of advertising for a business.