The Importance of Outdoor Signage
Hi, this is Mike from The H&H Group. Today I’m going to talk about outdoor signs. Outdoor signs have a sole purpose of communicating with your audience, and if you’re communicating what exactly are you saying. Signs are the very first thing that visitors to your business are going to see. Do they say “Welcome, we’re glad you’re here. Come on in.”? Or, do they quietly say, “Gosh, we were hoping you wouldn’t even find us.”?
Signs are a way to differentiate your business from the competition. Does it say we’re energetic, fun, professional, innovative, or does your sign say we’re regular, plain, boring, and can’t afford repairs. Signs are an excellent form of wayfinding. Wayfinding is just a fancy sign word that means helping somebody find something. Does your sign say “The entrance to our business is right over here, and here’s how you get here.”? Or, does your lack of sign say “Hey man there’s only 12 doors. Just try them all. You’ll find us.”?
Signs are direct extension of your brand. A well-managed brand says that you know what your business is, and how to communicate that message. Signs that don’t reinforce your brand just confuse, distract, and… squirrel!
Lastly, an outdoor sign is a silent salesman for your business. It should generate a return on investment in real dollars.
Hey, thanks for sticking with me. As a reward, I’m going to answer the number one question I get about outdoor signs. That question is “How large should I make the letters on my outdoor sign?” and the answer is 1 inch in height for every 10 feet of viewing distance. Putting a chart up you can take a look at that chart pause the video and copy it down. Or, send me an email firstname.lastname@example.org and I’ll send you a PDF. Cheers.