Ever watch a commercial and ask say to yourself afterward “I don’t even know what that product was!”
On the flip side, when you see a GREAT commercial, you not only remember the product, but chances are you’re going to tell everyone you know!
The VW ads are some of my favorites. Their new series of commercials show the “punching game” that we all played as kids. But they show people playing with all of the models, not just the VW bug. They are clever, and they get the point across.
In terms of signs, there are some REALLY excellent signs out there, and some pretty awful ones. Here are some suggestions in making sure your sign gets you noticed and elicits the desired response from the people who see it:
DO use a color combination that’s legible. Black lettering on yellow and black on white are the two best choices for legibility, per the Outdoor Advertising Association of America.
DO allow at least one inch of lettering height for every 10 feet of distance your sign will be viewed from. If your sign is going to be observed from 100 feet, you’re going to need at least 10” letters.
DON’T ruin your sign with “too much information” and “too many messages”. Make your point with as few words as possible. A sign has less than 2 seconds to capture a consumer’s attention.
DON’T ignore what time and weather are doing to your sign. If your sign is faded or peeling, replace it.
Make sure your sign works as hard as it can on your behalf. Work with a communications specialist familiar with layout and the most appropriate materials to meet your needs. Grab your customers’ attention with a clear, succinct message and get them in your door.
