11-02-2022Using sign research and real results from our clients, today’s post highlights 3 proven ways you can boost business sign visibility in Downtown Houston, TX.
Read on to learn more, or call (713)-244-8704 to speak directly with a business sign specialist near you.
Vivid images boost visibility, but evocative images—those that evoke deeper meaning or memories—boost engagement, which is much more valuable for marketing and branding purposes.
Why? First, evocative images convey deep meaning fast, up to 60,000-times faster than text, according to 3M. This is very useful in Downtown Houston’s competitive signscape, where thousands of advertisements compete for your audience’s attention every day, and the average viewing experience lasts seconds at most. Evocative images tell your brand’s story in a single glance, without words, which is very useful considering as many of 65% of US consumers identify as “visual learners.”
Finally, and perhaps most importantly, evocative images bypass the “cognitive evaluations” involved in text processing, instead speaking straight to the heart to create a powerful “emotional response” (Branthwaite, 2002). This is just one of many reasons why advertisers will tell you that a picture is worth a thousand words.
For example, take a look at this vinyl graphic design we recently completed for Space City Birria Tacos and More:
This graphic is not only vivid, using eye-catching colors and crisp high-resolution imagery to draw the eye; it is also evocative, using an astronaut holding a flag in one hand and a taco in the other to convey their food and brand identity at-a-glance. It is visually interesting; it rewards closer inspection; and it creates an emotional response in-line with the brand’s fun character and modern approach to classic cuisine.
When approaching any sign design, it is a good idea to crank up the contrast between your text and substrate as much as possible.
In fact, research by the International Sign Association ranks contrast as one of the top-5 most important factors of business sign visibility. In another report by the Interdisciplinary Journal of Signage and Wayfinding, Bullough (2017) found that “the contrast between a sign and its immediate background is the primary determinant of one’s ability to detect the sign… perhaps more than size.”
There are plenty of ways to create contrast, although some combinations are more effective than others. Get in touch with our team to discuss your options.
Our business sign designers used orange-on-black to create eye-catching contrast for Space City Birria Tacos and More.
Unless you’re blessed with a unique corner location, your business will probably need multiple signs facing different directions to maximize local visibility. Failing to do so could greatly reduce the effectiveness of your on-premise marketing, leaving pedestrians and drivers approaching from one direction in the dark about your offerings until the last second, when they are right in line with your storefront. Even if they turn their head at just the right moment to read your messaging, they’ll have no time to consider your offers or plan to stop.
Fortunately, Houston businesses have plenty of cost-effective options available to them, like our vinyl graphics, which can transform any blank windowpane or exterior wall into a high-powered promotional space.
Turning again to our project for Space City Birria Tacos and More, you can see how we used every window panel to target audiences from multiple viewing angles.
And we can do the same for you!
To learn more ways we can help you boost business sign visibility in Downtown Houston, call (713)-244-8704 or fill out our quick contact form to book online.
References
Branthwaite, A. (2002). Investigating the power of imagery in marketing communication: evidence‐based techniques. Qualitative Market Research: An International Journal.
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