So, what is persuasive signage? Historically, it’s retail signage that inspires customers to take action such as a limited offer or sale. However, I want to expand the definition. Persuasive signage is any sign anywhere that persuades someone to act.
How Persuasive Signage is Used
Persuasive signage can be used to advertise a product, promote a brand, or initiate a call to action. In retail stores, persuasive signs are used to direct customer flow. It can be used to announce new products, seasonal offerings, or special offers such as BOGO (buy one get one.)
Exterior signs can also be used for the same purposes. They can be used to direct consumers to the location and share product information such as features and benefits. While at the same time adding to the business brand.
How Persuasive Signage is Designed
One of the biggest mistakes made in persuasive signage design is making the sign the focal point. The signage shouldn’t be the main attraction – the product should be. Effective persuasive signage draws the eye to the product not away from it. The signs should attract attention, and then direct it to the product, whether that’s a retail offering, a service, or a brand.
Use Impactful Colors
According to Psychology Today
In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of snap judgments made about products can be based on color alone (depending on the product).
And in regards to the role that color plays in branding, results from studies such as The Interactive Effects of Colors show that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand (in other words, does the color “fit” what is being sold).
It’s also critical to use color contrast to your benefit. “Choosing the best and most contrasting colors for your sign can make the difference between getting your signage noticed or being just one more sign. Taking into consideration such points as branding, surroundings, and LR (light reflectance) can make all the difference in color contrast.
Right Size it
You don’t want a sign so big that it overpowers the message. But at the same time, you want it large enough to be noticed. Keeping in mind the purpose of persuasive signage is to draw attention to the offering, not the sign, will help you find the happy medium.
Share the Benefits
The best persuasive signage shares the benefits to the consumer. For example, I made a purchase last week at a retail shop when a sign caught my attention. The sign shared what the product would do for me – what benefit I would gain, and it didn’t hurt that it was buy one get one 50% off.
Have You Been Persuaded?
There’s more to persuasive signage such as, choosing the right material, using images that stand out, and fonts that are highly readable. The bottom line is persuasive signage persuades consumers to act. If you’d like to learn more about TKO Graphix Contact Us, we’d love the chance to persuade you.