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  • by Level Nine Media
  • November 3, 2018

Signage – What it is and Why is it so important?

Signage is perhaps the most important and powerful medium of communication for any brand. It is the first impression that a customer gets about a brand and he makes his perception based on it about the kind of products or services he may expect. Consider yourself entering a high end store like ‘Gucci’ or ‘Louis Vuitton’, the signage is so classy that people literally check where they are dressed appropriately while entering the store – That’s the power of a signage and the difference it can make to a customer’s mind.

Have you thought in that direction for your brand and are you creating the perception you want?

Not just a brand, even cities are transformed with the signage used. Look at Kowloon in Hong Kong, Times Square in New York, Las Vegas or even Tokyo. They glitter and look gorgeous with all the beautiful lights and designs of various signage at night, but see some of these places in the day, and it’s just old buildings like in Hong Kong or hotels and restaurants in Las Vegas or regular buildings or malls in NYC. What has given them the perception of being happening and bright in the night is the Signage!

So when it can transform the image of an entire city, imagine what it could do for your brand.

What is the purpose of Signage?

We see signage every single day – they’re an essential part of life. Drive down the street and you’ll be confronted with road signs indicating which speed to drive at or directions to the nearest town. In the workplace, you’ll discover health and safety signs littered here, there and everywhere. Pop to town for groceries and you’ll notice that shop signage is plentiful, detailing opening hours plus displays of discounts and deals. Even the infamous golden arches of McDonalds can be considered signage!

Signage meaning

So, what exactly is signage? Signage is generally defined as any kind of graphic display intended to convey information to an audience.

What is the purpose of signage?

Typically, signage tends to serve a few common purposes: to promote, identify, provide information, give directions or to raise awareness. Allow us to expand:

  1. Advertising and Marketing:

Signs are often used for advertising and marketing by companies or organisations. While advertising hoardings may initially present themselves as the obvious solution for companies, there are other signs that can be used for this purpose. Other outdoor signage solutions and building wraps are an alternative and successful way to advertise a brand.

2) Entice customers

Relatedly, shop signage (both inside and out) can attract business to a company. To entice customers from the outside, window displays can be successful at creating curiosity and encouraging customers to venture inside.

3) Recognition 

Quite simply, signage is often designed to help individuals recognise or identify a place or brand. For instance, signs help us to identify which restroom to use. In terms of brands, over the years, Coca-Cola and Starbucks have become instantly recognisable signs.

4) Directional 

Directional signage is necessary for vast locations such as shopping malls, hospitals and corporations. With these signs, visitors or customers are less likely to get lost which helps to avoid a situation that could reflect badly on the business. Directional signage can also be useful for large scale outdoor events such as festivals or places where there are multiple buildings or entrances.

5) Standard and Safety signage

Safety signage is one of the main means of communicating health and safety information. They can be found in places such as workplaces, nurseries, schools and offices. Signs provide information and warnings about hazards or threats which are essential to safety. Standard signs include those of Bathrooms, Exit, Fire Exit, Name Banners etc.

6) Appearance

Finally, not all signage necessarily serves an overt purpose! Sometimes a sign may be used simply to enhance the overall appearance of a space or its surroundings, like this one we made for the Kolkata Airport.

Here at Level 9 we have unrivalled experience of producing signage for companies and organisations. Contact us today to discover more about our diverse range of signage solutions. You can check part of our portfolio here.

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