Signs and Graphics
Signage is used in many different forms across all retail stores from the facia to in store with shelving, aisle and overhead signs used to grab customers’ attention and increase sales.
Signs and graphics can have a huge impact on sales; with well‐designed and strategically placed signage giving stores increased footfall and higher turnover. Equally a badly designed sign can turn customers away and actually have a detrimental effect on the store. New technologies and the introduction of digital signage means there is a diverse product range for the retailer to choose from, meaning signage can now utilise materials that are core to their brand, carrying their identity through the store and facia. Well placed signage within a store can actually capture customer’s attention and even divert them from their normal route. POP displays with visually enticing signage will see the products featured purchased more frequently and consumer’s engagement with the brand increase. Signs need to be clear and well thought out. Consumers don’t want to be bombarded with information so retailers need to remember to keep their designs simple and concise when
commissioning signage to be created.
An attention grabbing sign will not only entice consumers to take a closer look but will also create excitement which in turn leads to sales. Tim Ellis from
Momentum Instore comments “Retailers need to have a good understanding of how their
customers shop and what motivates them to make a purchase so that they can ensure that graphics are located in the optimum position and also that they feature the messages that will drive sales. “With printing techniques becoming cheaper and more versatile, different types of stock are being utilised to create stunning visual displays in store and on shop windows.
Service Graphics recently completed a window sign display for Toni and Guy salons, printing the design directly on to Clear View from 3M. The material used
makes it look as
though the design is printed directly on to the glass facia giving the store an impactful, clean and stylish look. Nick Bishop, Business
development director at St
Ives Group‐owned Service Graphics (Chessington Office) said:
“There are lots of new innovations in material to print on that weren’t around a few years ago, such as a wide range of themed vinyl’s and special effect vinyl’s; also different substrates like ceramics, metals and wood. For example, we can print direct onto timber with an image that allows the wood grain to show through.”
Fabric is being used increasingly as it adds texture and a further dimension to the graphics. For large‐scale images and graphics it is a great printing stock as it can easily be changed. The Octawall from
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www.a1retailmagazine.com
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