The Importance of Signage
November 22, 2010
How you use signage in your
store (both internally and
externally) is essential to your
retailing success.
If a customer can’t clearly see
your store’s signage and easily
understand what is on offer, they
will more likely walk on by.
Effective signage acts as a beacon
to potential shoppers drawing
them in to what you have to sell.
However, don’t try and fit too
many messages in the one spot,
particularly at your store’s entry.
Too many messages, just like
physical clutter, can create a
barrier to potential customers and
turn them off coming in.
The aim is to encourage
increased traffic!
Signage needs to be clear and
consistent around the store.
Create a hierarchy of signage
based on categories and
departments, then customers
know how to look for what they
are after.
Don’t neglect the area between
the top shelves and the ceiling, the
bulkhead or pelmet – this area is
often all customers can see of the
products on the shelves from a
distance.
Get some simple signage
designed that both gives clear
direction and contributes to the
mood of the pharmacy.
Research shows that images of
happy smiling people attract
attention more than any other
point of sale graphics.
The design of graphics is important
too – think of the lowest common
denominator in terms of the
readers’ ability
in reading and
visibility and
create your
signs to match
to ensure your
signs are read
and have the
right effect.
This
week’s contributor is Instigo’s David
Zivkovic.
The above article was sent to subscribers in Pharmacy Daily's issue from 22 Nov 10To see the full newsletter, see the embedded issue below or CLICK HERE to download Pharmacy Daily from 22 Nov 10
