Signs of the Times

Literacy is a fairly recent development in our long history. As recently as 150 years ago, the majority of the world's population could neither read nor write.

Thus shop signs consisted of images rather than words. Some icons exist to this day: barbershop poles, oversized eyeglasses, and images of food or drinks.

A picture really was worth a thousand words back when people couldn't read. Today they can. Some people still read better than others, but the literacy rate in the U.S. has vastly improved, and thus modern consumers expect to see both images and words in signs.

The most successful manufacturers and retailers use memorable images that help keep their brands dominant in the consumer's mind. Coca-Cola has the world's most recognized logo, and Ford's logo isn't far behind. You can instantly recognize a Target commercial or print ad by its combination of cleverness, color, and the bull's-eye logo. The Gap and Old Navy have put a lot of energy and skill into branding their stores through merchandise concept, design, and visual display; their graphics are consistent with their images and are connected with their print and TV ads.

So, what are you doing to convey your image through signage and graphics? Here's a quick exercise that will help you determine how successful you are in this arena.

When you finish reading this article, walk out of your store to a distance of about ten feet. Turn around slowly and look at your store as if you're seeing it for the first time. Then ask yourself these questions:

1. Does my sign look fresh and clean? Your sign is the first impression customers get of your store. It should be clean, fresh, and positive.
2. Does the name of my store indicate the type of merchandise I sell? If the answer is "no," a smaller, second line might help potential customers identify your store's merchandise concept. For example: "Jackie's — Everything Personalized" or "To Die For — Unique Gifts."
3. Does my sign project an image that corresponds with the merchandise I sell? If your merchandise is high-priced and your displays are museum-like, your sign should reflect that look.
4. Is my sign well lit for nighttime viewing? Your sign and window displays serve as nighttime advertisements for daytime shopping.
5. Is there a sign placed at eye level to catch the attention of pedestrians? A name placed above a window or on an awning isn't necessarily visible to passersby. Consider putting your logo on the front door, or hanging a banner perpendicular to the front of the store. Banners flutter, and movement is a powerful attraction.
6. Do all my signs have the same logo and typeface? Don't confuse your customers. All identity words should be in the same typeface.
7. How many signs are on my doors and windows? Do your windows contain a glut of credit card signs that say you accept this and that and the other? You only need one sign that reads, "We accept all major credit cards." Lots of signs obscure your windows and your image. If you allow local community organizations to promote events with signs in your windows, establish a space for them and keep it separate from the area containing your merchandise signage. And make sure you remove the community service signs as soon as the event is over.

Now go back inside your store, and ask yourself these questions:

1. As I enter, do I see any signs? If you have product signs, they should reflect the style and price range of the merchandise. For example, if you're selling $300 vases, a hand-printed price on a paper sticker won't cut it. A typed or computer-generated explanation of the work, the artist, and the price placed in a sign holder is preferable.

The interior of your store should also include a sign bearing the store's logo, visible from the cash wrap, so that customers can refer to it when they are writing out their checks.

2. Are my signs visually coordinated? They should be the same size and color, use the same typefaces, and reflect the same image. If you use too many sizes, colors, and typefaces, you'll create confusion.

3. How many different types of signs do I see? A store's

interior should include the sign depicting the store's logo, product explanation signs (which should be no larger than 3"x5"), price signs, and a minimal number of sale or clearance signs.

4. How many signs do I have posted on the wall by the phone or computer? A jumble of information hung by the phone or computer, while it may be convenient for you and your staff, looks like a mess to your customers. On a clean bulletin board, post only the most essential information.

There may be one graphic image that best identifies your store. For example, for a store that specializes in everything related to tea, a good image would be a huge, beautiful teapot. It's an obvious choice, but obvious is best when it comes to quick visual identification.

The quality of the image should set your store apart. Exterior signs can be made of almost any material. Sign makers rely on a few basics: wood, sintra, cellox (for very inexpensive, temporary signs), plaster-covered foam, fiberglass, neon, and painted metal. But your choice must reflect your store's image. If the store has a homey image, stick with wood that is stained, painted, or carved (or all three). Plastic or metal signage would do well for a high-tech store. Neon suggests retro, while all sorts of fun images can be sculpted out of fiberglass or plaster-covered foam.

Interior signs should generally be made from cardstock and, if at all possible, should be silkscreened. If you have just one store, silkscreening will be expensive. (That's when your computer comes in handy.) If handwritten signs are part of your image, make sure that only one person does the writing, and that the same calligraphy pen is used for each sign.

If you have created a great image (the teapot, for example) for the outside of your store, repeat that image inside on the sign near the cash wrap and on your price tags. If you prefer handwritten signs, print up several thousand 2"x3" cards with your name and logo image. Then, whenever you need to price an item, whip out your calligraphy pen and hand it to your handwriting expert. The combination of professionally printed cards and calligraphy makes an impression that is both personal and positive.

The rules of good signage can be summed up easily: Whether it's homemade or professionally designed, keep it consistent. And keep it simple: Use basic fonts and a single great graphic. Good signage can be worth much more than a thousand words.