A Tale Of Two Custom Business Signs

By Author: Angel Rhett
Total Articles: 55
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Imagine two businesses that sell the same product - let's say computers - and say they are fairly close to each other in proximity. The computers stocked in both stores are current and of the same brands. The employees of both businesses are knowledgeable and helpful. And both stores offer good customer support. One store has a custom business sign that has a sterile look to it - a white background with gray lettering stating the name of the business. There are no graphics, and though it is visible from the street, the print on this custom business sign is only around 6" in height.

The other store has a custom business sign with a brightly colored background - say, lime green - with light colors used for the lettering and graphics, maybe white and yellow. This custom business sign also includes a logo, identifying the store as a brand, even if it is an independently owned local business. The lettering is also large, with at least 10" in height for each letter. Of course, this custom business sign can be seen from the street, also.

Though the product and services in each building are the same, and the convenience ...
... in location of each store is also approximately the same, which one do you think gets more phone calls and walk-in customers? Why is that?
Custom Business Signs Work Where Word Of Mouth Fails

Because both computer businesses offer something good for customers, the store with the gray and white sign probably holds its own due to the positive experiences of former customers and word of mouth based on these satisfied customers. However, the same goes for the other business with the more dynamic custom business sign. So, who comes out ahead? Think of how much more business the first store could draw simply by making its entrance appear more inviting. Word of mouth doesn't always reach everybody, thus is not dependable. If people drive by your business on a regular basis, then they might not need those services that day, but when they do, they'll most likely use the business whose custom business sign makes the prospective client take notice and remember.

There's nothing wrong with the first store's custom business sign except that it's not working for the business owners the way it should. Compared to the green, yellow, and white custom business sign, the gray and white business sign fades into the landscape. There is not enough contrast in color to make people off the street pay that much attention to it. The letters are too small to read while driving. There are no graphics to place themselves in people's memories. The owner may have been thinking that because he or she is selling computers, a no-frills business tool, then a no-frills business sign was needed to accurately represent the store's professionalism. But you can still have a professional custom business sign that incorporates interesting visual points by adding a little bit of color, contrast, and graphics.

Even a popular national computer store uses white lettering on a silver-gray background, which may not be too colorful, but it is still an ingenious custom business sign. White graphics stand out on the gray background, and the company's simple logo - a piece of fruit - has become so iconic, that it is all that is needed to communicate with customers. No text is even necessary. So while you may not be the owner of a national business with such instantly recognizable branding, your business can be well known locally by using the same advertising tricks in your custom business sign.
A Good Custom Business Sign Costs Virtually The Same As A Poor Custom Business Sign

Modern sign making utilizes technology that makes printing images, colors, and even digital photographs, simple and affordable thanks to full color digital printing. You may choose a bold, legible font, large letters (at least 10" is recommended for optimal visibility by most sign professionals), a logo, and colors, and the price of your custom business sign will not vary that much from the custom sign that uses fewer of these options. It is the material and labor that goes into a creating your custom business sign that makes prices variable; so once you choose the type and size custom business sign that you need, don't 'cheap out' on the design. Opting for less on your custom business sign could actually cost you more in overlooked business in the future.
A Tale Of A Successful Custom Business Sign

Make your custom business sign work for you by including bright, contrasting colors, visible text, and a memorable graphic in its design. Once people notice your custom business sign, they will continue to notice it. And once they are accustomed to your business sign, they are likely to use your business in the future. Remember - the first step to owning a successful business is to own a successful custom business sign.
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Tim Harrelson, the owner, has been in the sign industry for more than 20 years.
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