Archive for category Auckland Signwriter
Evaluating Your Signage Needs
Posted by Neil in Auckland Signwriter on August 7th, 2009
Before you put up a sign, it is extremely important to evaluate your business and its location in terms of its signage needs.
Carefully review and consider these criteria before designing your sign:
1. The type of business you operate.
The very first thing you should do before buying a sign is evaluate the signage needs of your business in terms of the goals to be accomplished through signage. In other words, is your business:
- The type that needs to “brand” its site in the community, as with a doctor’s office or auto repair shop, so that potential customers are aware of your business and think of it first when the need arises?
- A business that frequently advertises price or product specials, such as a grocery or liquor store?
- Rely more upon “impulse” stops and/or purchases, such as a motorway petrol station, or a discount motel?
These factors are very important in determining the number of messages (or lines of text) you’ll need, and help you determine the overall size of your sign.
2. The type of street (e.g. two lane, four lane, one-way, etc.).
Traffic masking can obscure your message. With more lanes of traffic, any given sign may become less noticeable because of the traffic obstacles, or masking. As a rule, the sign owner should try to compensate for this loss through better sign mounting and/or an increase in the height of the mounted sign.
3. Approximate speed of traffic.
The faster the traffic, the larger your sign and its text must be to be readable.
It is critical that the text is legible from a sufficient distance to allow drivers to read the sign and safely maneuver through traffic.
4. Obstructions (e.g., trees, poles, neighboring buildings, other signs, etc.)
For any sign to be effective, it must be clearly visible to potential customers.
Obstacles should be overcome through mounting style choice, sign placement and the height of the sign as mounted. Before installing your sign, drive by your business from all directions to check for potential obstacles.
5. Business setback of the street.
A normal driver has about a 25-degree cone-of-vision through the windshield as they are driving. It is important that any sign be placed within this cone-of-vision along the roadway in order to be plainly noticeable to passing drivers. As a guideline, try to keep the sign as close to the roadway as possible and the text size large.
6. Topography of the business relative to the street.
Adjust the height of your sign’s mounting (or select another mounting style) to compensate for any differences in the height of your business site relative to the street. Again, the goal is to make your sign the most visible it can be to passing traffic.
In Summary:
There is important criteria to review and consider before designing your sign. Be aware of not only the sign, but also how it relates to your business, to your street and approach to your business, and how the structures and street all relate.
Understanding the value of Auckland Signage
Posted by Neil in Auckland Signwriter on July 23rd, 2009
There is an old axiom that the 3 keys to successfully selecting real estate are “location, location and location”. The 3 keys that guide the successful selection and development of commercial properties are Visibility, Accessibility and Parking.
An effective on-premise sign is critical component of visibility, and the sign should receive the same careful attention as these other components. Without a properly designed and placed on-premise business sign, a commercial site cannot function at its full economic potential.
The Functions of the On-Premise Sign
An effective on-premise sign is critical component of visibility, and the sign should receive the same careful attention as these other components.
- It develops a memory for a location and the products or services available at the location.
- It reinforces a memory and extends recall of other advertising efforts.
- It attracts new customers by prompting first-time or impulse visits or purchases.
- It modifies customary purchase decisions or habits. Changeable copy and temporary window signs are especially effective in encouraging variation from accustomed consumption patterns.
Branding a Site
One measure of how effective or valuable an on-premise sign is to its site is demonstrated by how well it helps to brand the site. A sign “brands” a location, just as a product label brands the product. If an attractive image is not communicated by the business’ sign, the business will rarely convey its true message, or get the clientele it seeks.
Every site development and sign program strategy will benefit if the on-premise sign is made the focal point of the site. If a site is “signcentric”, it means that the sign catches the customer’s attention and leads him to the target business. A measurable positive effect on gross revenues should immediately result from signcentric site development.
Image is Everything
The quality of a sign and the image a business portrays say a lot about the products or services the customer can expect, and subsequently a professional sign WILL enhance the image of your business.
For the benefit of your business, Auckland Signwriter urges you to try as much as possible to outclass your competitors on signs in order to project a higher quality image. In marketing, perception is reality, and for many businesses the signs have a large effect on customer perception.
Adding value with signs
Posted by Neil in Auckland Signwriter on July 19th, 2009
Although we have principally discussed interior signage here, the exterior directional and informational signage are equally important, and are most often designed to work with the interior program. The measure of the value of a well-conceived signage program is the enhanced functionality and aesthetic appeal as it translates into a positive economic impact (profit) to the owner.
Office buildings are certainly not immune to competition. Highly trained and skilled property management companies, for the most part, manage such facilities professionally. In order to effectively compete for tenants, they must portray an appearance that potential clients recognize as one which meets their expectations of how their firm should be perceived by their own clients. In other words, does the image of the building match that of the potential client’s firm? If this sounds like snob appeal, it is, but by the same token this demonstrates how sensitive appearance and image is to building owners and managers, their clients, and visitors who are themselves clients. The visual environment is everything, and once again appropriate signage plays a vital role.
The importance of interior signage is firmly established, and respected by both the design and business community for its contribution to the commercial success of a facility. We look forward to newer and greater products in the area of signage, graphics, and electronic media addressing communication, identification, merchandising, and marketing.
The Design Process
Posted by Neil in Auckland Signwriter on July 16th, 2009
A graphics designer must consult with architects, owners, and operations and maintenance personnel to adequately understand the wayfinding characteristics of a facility. It should be noted that the prudent business person operating in today’s fault finding society will take precautions to provide adequate signage to satisfy risk management issues in and around properties that they are responsible for, whether or not such signage is required by local fire or building codes, OSH, or any other regulatory authority.
Interior Signage
Posted by Neil in Auckland Signwriter on July 15th, 2009
The Background & The Evolution of an Industry
Never in our history has there been such growth in the field of communications. Our cities and public areas have become ever more complex, and many of our new facilities are overwhelming in size and intricacy. These factors make it obvious that well-designed, aesthetically pleasing signage must be placed to help those unfamiliar with a site or facility to find the way to their destination.
Interior signage has been used for many years; however, it has only been since the early 1970’s that it has been recognized for its importance. Prior to that, there was little concern for the continuity of design, color, letter style, or installation, and interior signs were considered utilitarian in nature. Once buildings began appearing with attractive, professionally designed signage systems, an appreciation developed for the part that signage plays in the success of the facility.
Variety of Sites and Facilities
Each type of facility has its own unique set of requirements for identification and wayfinding, and it is incumbent on the designer to analyze and address those.
For example, a typical small retail store or restaurant in a shopping area primarily requires identification to attract customers passing by. Once in the store, visitors are directed by departmental and merchandising type signage. Larger stores employ directories, and wayfinding signage to get to various departments or floors. Also, executive office identification, and common area public signage (such as restrooms) are directed and identified for the benefit of customers. As the stores become larger, and thus more complex, the demand for signage increases.
In the mall setting, retailers are dependent on their identification sign to attract customers, however, the mall owner is concerned with disseminating information regarding the entire facility and attracting and retaining more tenants. Such amenities as large map directories at each entrance, directional signs for restrooms, food courts, first aid, and emergency exits are keys to the overall success of the enterprise.
Hotels and resorts require intensive signage for wayfinding throughout the facility, of which very little is escorted. Beyond simply finding the correct room number, modern hotels and resorts embrace many of the same retail options found in a mall, and directional signs along with signs that provide for the safety of guests are essential.
Auckland Signwriter – Types of Signs
Posted by Neil in Auckland Signwriter on July 13th, 2009
So exactly what types of signage are there?
Signs are expanding communication mediums that respond to our mobile lifestyles. Regardless of the type of sign used, your signage must be appealing to your customers and the message must be readable.
When faced with the task of reviewing the many choices of signs available, it helps to approach it by first looking at the three primary locations in which you will typically use on-premise signs:
- Building Mounted signs are essentially “signs that are applied or attached to a building
- Freestanding signs are those “signs that are not attached to a building
- Interior signs are those signs that are used in the interior of a building
Here are some generalised points, as an introduction to sign types:
Building mounted on-premise signs may be attached to the roof, parapet, marquee, or building fascia. These signs may be either parallel or perpendicular to the building surface.
Freestanding on-premise signs are generally supported by a structure attached to or cast in a foundation. The structure and attachments to the foundation may be concealed with a decorative covering. Freestanding signs can be further enhanced by landscaping.
On-premise signs can be either internally or externally illuminated. For retail businesses, on-premise signs should be illuminated to accomplish communication with potential customers during nighttime hours.
Sometimes a building itself functions as a sign. This occurs most often with franchise and chain retail operations, where standardized (or “signature”) buildings and colors, as well as traditional on-premise signage, announce the presence of the business.
Buildings also may be fitted or retrofitted with “trade dress” to design a theme. Retrofitting of a building-facade is often described as a “face lift.” Both building and freestanding signs should be designed to echo the theme or trade dress.
Interior on-premise signs are those that advertise the location of businesses located in a common building such as a mall, office building, entertainment complex etc. They have two major purposes: (1) to influence buyer choices and encourage certain “point of purchase” transactions; and (2) to provide guidance in a safe and efficient manner, as required by local regulatory authorities (such as WorkSafe) and federal law.
In summary
Primarily, there are building mounted, freestanding and interior signs, within which are many types of signs. Carefully reviewing the many types of signs, and considering how well they will meet your location and business’ needs, will enable you to select the kind of signs you need for your greatest business success.
Here’s why you’ll want to use signage
Posted by Neil in Auckland Signwriter on July 12th, 2009
Affordable and powerful advertising for your business
“Why should I have a sign?” is a question often asked by business owners. The answer will vary depending on your business type and format. In a highly impulse oriented business, good signage can be the difference between the success or failure of the business. The profile of your trade area also impacts your signage needs. Good signage can increase a business’s opportunity for success.
Signs are the most affordable means of advertising for many businesses, and most businesses -new or not – don’t have a dollar to waste. Small business advisors recommend that ”…signs are the most effective, yet least expensive form of advertising for the small business.” What’s more, signs are always on the job for you, advertising 24 hours a day, 365 days a year.
This section introduces the term “on-premise” sign, as well as presents information that supports why a business must have an on-premise sign to be to most successful. So, what is an “on-premise” sign, and why the focus on that particular type? An on-premise sign is:
“A communication device whose message and design relates to a business, an event, goods, profession, or service being conducted, sold, or offered on the same property as where the sign is erected.”
Simple enough, and there are many examples of the many types of on-premise signs pictured throughout our website for your review. However, we recommend you complete this section to review additional information that helps answer the question “Why Should I Have a Sign?
Compelling reasons to consider an On-Premise sign
For Communicating with a Highly Mobile Society:
Aucklanders are typically very mobile, consumer orientated and communication driven. Your on-premise business signs function as an optimum advertising and marketing device in this environment, offering both affordability and availability with excellent return on investment.
There are on average 1.35 occupants per car, and each car travels about 24,000 kilometres per year. In addition, many Aucklanders move to a new home. All this mobility means your effective sign captures a large viewing audience.
Approximately 95% of retail business occurs on site (or is place-based). Because of our mobility as a society, streets and highways provide a premiere communication opportunity. As consumers pass by your place of business, the right on-premise signs will attract and direct the consumers when they are ready to make a decision or purchase.
To Affect Purchasing Decisions:
Your sign is the only indicator that you are there, and would like the customers’ patronage.
Without adequate signage, potential customers will not notice your business. These easily lost customers may represent the percentage of business you need to become profitable.
Shopping habits can be changed with effective signage. Pricing and/or availability information can shift the choice of a consumer’s purchases or prompt an unplanned stop. Signs are the ideal choice for place (or point) of purchase information.
Nearly all businesses rely on impulse visits or purchases to maintain profitability. Those most dependent on impulse stops include petrol stations, value oriented motels, and quick-service-food sites. For the national franchiser or chain, on-premise signage reinforces all other media advertising, and maximizes advertising effectiveness at a low cost.
To Brand your Business and/or Site, and to Leverage Your Advertising:
Even if you aren’t part of a national franchise or chain, backed by major media advertising to increase recall and recognition of your sign, the right sign can “brand” your site in your local trade area. If appropriately designed and placed, your sign will develop top-of-mind awareness of your product or service in all who routinely pass by.
The right sign can turn even a non-descript site into one that is distinctive and “branded.” Sometimes a sign is the only indication that your business is there. In such cases, your sign should be the focal point of your building facade or street frontage exposure. Such signcentric site development and design will catch attention and lead consumers from the street to your door.
If your business lacks good street visibility, but is next to a motorway or major highway, a high-rise sign can function like an outdoor advertising structure by providing multiple street frontages. An optimally visible high-rise sign will increase the potential market exposure of any retail site.
Because of enhanced sign technology, sign faces can be easily changed or retrofitted to match evolving economic marketing circumstances. New developments in lighting, plastics, and paint mean signs can now achieve the same visual effect as four-color magazine advertising.
Most communities wish to remain attractive while encouraging business activities. The advances in sign design and technology mean that, via signage, you can communicate effectively to potential customers in a way that enhances both your site and the community at large.
In summary
There are many solid, measurable reasons to obtain an effective on-premise sign for your business, and the bottom line is that your business’ success depends on it.