Page 55 - Spring Into Markets
P. 55

Using signage
Whilst signage is a great selling tool, it is also something that is very easy to misuse or even over‐use. Here are some simple ‘Do’s and Don’ts’...
How to use it:
• Locate it near to the products that are featured in the photo or referred to in the text
• Position it so that it does not create an obstacle or obscure the product
• Use it consistently in terms of where it is placed, how it is displayed and why it is
being used
• Make sure that signage is not overlapping with other signage
• Enhance the product with signage and not hide it
• Keep the quantity used to a minimum — noticeable but not ‘wallpaper’. TOO MUCH
signage and the customer will be CONFUSED!
• Use two identical posters side by side for extra impact
• Take into consideration that any ‘wordy’ signs need to be displayed in an area with
sufficient space for customers to spend time absorbing the ‘message’ without impeding other customers
What’s on it:
• Keep it simple, i.e. large pictures and few words with one clear message
• Make sure you (and any staff) understand the aims and messages of the signage so
that you can answer customers’ questions
• Ensure that signage is accurate and up-to-date
• Make sure that there is sufficient stock of the product featured in the signage
How it looks:
• Only use signage that has a good quality appearance/is in good condition (font, style, etc.)
• Use large scale posters to attract the attention of customers
• Use strong, attention grabbing, easy to read colours on any signage text — black
works best
• Traditionally RED is used for sale, GREEN is used for new products and BLUE for
promotions. These are the colours that shoppers have been ‘trained’ to see in High Street shops and these are the colours that they associate with ‘sale’, ‘new’ and ‘promotions’
  Guide 7 Making Signage Work for you 55

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