Pharmacy Daily | The Importance of Signage

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.

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