Signs have now become part of the new normal. They’re everywhere. They inform us, guide us and enforce rules upon us. However, they can also evoke emotions in us. Take a look at the signs below. How do these make you feel?
If you ask most people what they think about the signs they see in everyday life, they are either neutral or negative about them. This is understandable, signs are functional items. But what if we could take this opportunity to use signs to make a positive impact?
Despite the current ubiquity of signage, many businesses are missing the opportunity to use signs to reinforce their brand image.
How can signs build my brand?
1. Be Different:
The rules have changed. It used to be that good practice was to keep the message short and simple, but now people spend longer waiting by a sign to go into a shop, restaurant or bank. So, give them something interesting to look at! Maybe the specials in your shop or just take their mind off the fact they are waiting. Give them a quiz question, a puzzle, the first line of a song and give the answer when they are further down the line.
2. Use Humour:
Research has shown that humour gets attention, increases memorability, overcomes resistance and enhances the persuasiveness of the message. Air New Zealand know this. You expect a safety video on a plane to be functional and factual – have you seen Air New Zealand safety videos? Whether they are recreating Middle Earth, involving the All Blacks Rugby Team or highlighting conservation, they are fun, topical and memorable.
3. Reflect Your Company:
We understand that there has been a lot to do to get your business covid-ready. Have you just photocopied ‘Wait Here’ on a piece of paper? What does that say about your company? Think of them as branding, your advertising and make them reflect your image.
4. Use Courteous Words:
Adding ‘Please’, ‘Thank you’, ‘We Appreciate You…’ makes a huge difference psychologically. People are more anxious and signs that shout instructions do nothing to put people at ease. Creating a friendlier environment will relax your customers, increase your business and add a bit of joy to the world.