Many business owners fail to recognise the impact that a successful (or unsuccessful) sign can have on their business. But signs do so much for a business!
From the get go, signs offer a first impression of your business: what you’re about, what your name is, and perhaps what type of environment you promote or inhabit.
“What do you mean by environment?” you may ask.
A sign of excellent quality should let a potential customer know instantly what type of place or business you are. The best signs create atmosphere…and you want to craft one which is inviting and attractive to your possible new clients.
Is atmosphere important?
Absolutely. In the introduction above, the example mentioned would generally be geared towards the main shop front sign of the business. This is the first view a customer may have of your business, aside from an advertisement or a website (all equally important, and all should maintain the same look and design.)
Atmosphere is an important element in any business. Some businesses and industries automatically lend themselves to what we might consider a more atmospheric environment (fancy restaurants, bridal shops, bowling alleys), and these are easier to pinpoint. But all businesses can benefit from promoting the right atmosphere. A health clinic or medical office, for example, should have a completely professional atmosphere, but also put forth a feeling of safety and serenity. The right signage, both interior and exterior, can help with that.
How?
Within a medical facility, it is possible to create and install signs which are both soothing and practical. You make your office or centre a more pleasant place to be with clear signage that guides and directs the patients or clients easily (in terms of wayfinding signage) and also promotes a relaxing atmosphere. Signs that utilise soothing colours and nonabrasive fonts do very well to enhance these kinds of environments. It’s amazing what subtleties the human brain picks up and how you can dramatically improve a client’s or customer’s experience by merely altering the signage. This attention to detail is what we take care of for you at John Hills Signs.
How do I create atmosphere?
When you work closely with a good signwriter, they will help assess your business and help figure out the best ways in which to incorporate your business’ brand and values. The example above with a health centre demonstrates the basics of putting forward a better atmosphere for clients. Other types of businesses will opt for drastically different atmospheres.
Take for instance, two types of restaurants: fine dining and fun, themed casual. The shop front sign outside each restaurant will vary greatly. The fine dining establishment should opt for a more elegant font, more muted “sophisticated” colouring, and an overall tone of an exquisite culinary experience to come. Right away, a potential diner will gather that this is a restaurant offering gourmet options in a certain type of environment. The sign sets the mood for the atmosphere to follow. The fun, themed restaurant will utilise a colourful, quirky sign which catches customers’ attention, but also identifies what type of cuisine is available. The theme will be incorporated into the sign, letting diners know just what to expect on entry.
Inside each restaurant, the interior signage, such as wayfinding signs, should continue with this same theme, upholding the expected atmosphere, as is the goal of the restaurant. No detail should be ignored, from the graphics on the menus to the font used on the doors for the toilets. Paying attention to each and every sign within your business is vastly important when it comes to creating an excellent, customer-friendly atmosphere which is sure to build your reputation and garner you happy customers for years to come.
