Page 109 - DMGT552_VISUAL_MERCHANDISING

Visual Merchandising

Notes soon” or announcing an upcoming even like a book signing, demonstration, or a holiday
promotion.
This signage can set the tone for a special campaign. They educate by announcing a sale, promotion
or discount. If selling a brand- recognised product it may be beneficial to highlight that product
with a small strategically placed sign of its logo near the product.

5.5.3 Types of Signage

Signs get human beings organised through direction and education. Without signs, we are lost.
How many new customers will enter your store this year and be unable to find what they’re
looking for? What signs are ideal for your retail establishment? How do we obtain effective
signage? Before addressing how to create the “perfect” sign, we’ll focus on the importance of
signage at four different levels: directional, departmental, marketing and information.

Directional Signs: As the name implies, directional signs point customers to the place of business.
Directional signs are large and attract attention through colour and simplicity.
Billboards: Advertising on large billboards can spark the shopping experience miles away from
the establishment. Business information (company name, directions, products and services) and
attractive pictures are essential on billboards. Lettering should be large enough to catch the eye
of fast-moving vehicles.

Figure 5.9: Lighting the Billboard

Lighting the billboard gives you an added advantage, as it extends advertising time into the
evening.

Entrance Signs: Effective entrance signs are crucial, because they form the first impression
customers have of the retailer’s business. Unique and seasonal entrance signs prepare customers
for the shopping experience by creating a sense of excitement and anticipation.
Entrance signs that can be changed weekly or bi-weekly are great because retailers can easily
highlight weekly specials, new items, and upcoming seminars and workshops. Entrance signs
can also provide answers to customers who are shopping for gifts or searching for garden
improvement ideas.

Be careful with entrance signs. In the eyes of customers, a poorly maintained entrance sign is a
sure sign of a sloppy business. Conduct routine maintenance by applying a fresh coat of paint or
removing vines and brush that hinder the customers’ view of the sign. Brightly coloured, low
growing plants that can withstand the abuse of drought and other harsh environmental conditions

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