As a sign fabricator one of my biggest pet peeves is meeting restaurant/food establishment owners who have great food, but not so great graphics. However, this applies to anyone selling a product. Having a great product does not always translate to success. In our now fast moving society people expect an experience just as much as great quality food. It is a bit disconcerting when we receive calls from establishments concern because their customer based has been lowering, the first thing we usually find is that their signs are outdate, their food images are cellphone pics and their advertisements are simply marker writing on a car-board. Don’t get me wrong I am not trying to bash anyone or make anyone feel bad for using their resources to get their message across. However, if you want a successful business you going to have to invest in it. Even after opening, signs often need maintenance or repair. Too often we find neglected signage and the more it stays that way the more expensive it becomes to repair. My advice to any business selling a product is this, do it right the first time. You will save and make more money in the long run. You want a healthy business and healthy growth? Then you have to feed your child. Yes it is just like growing up, in order to keep your business growing, you will have to adapt, make changes and yes that includes your graphics and signage. Do not sleep on what could potentially make the difference between just a business and becoming a franchise.
One of the many areas that you need to be careful when creating a sign is the visibility of said sign.There is a strong possibility while brainstorming a sign, to overlook the elements that would showcase the product/subject you want to promote . As a business owner is easy to get carried away by the flashy design instead of the practical and efficient design that would drive business to your company. There is two forms of doing your project; one is applying the necessary elements to promote your product, and another one is to do it “the way you like it”. Design is not just art as it is the common misconception, this is because art has no limits but graphic design (specifically for promotion purposes) has to follow certain parameters and rules; among these are psychological, color, visual, balance, focus, contrast etc…… The Job of a designer is to find the most efficient way to appeal to your target market while making your product shine. Here are 3 things to consider when brainstorming your next sign
Maintain focus on the product
-Outline the purpose of your sign previously to meeting with your designer and make sure to review it often, even as the design process commences and proceeds. Do not be afraid to speak up when the design has seems to be leaning to a different concept than the originally planned (This things happen and that is OK as your designer could be working on multiple projects at a time) your designer is there to help and guide you do not be afraid to ask when necessary.
Keep a color pattern when working with multiple signs
- If working with multiple signs or elements, make sure to keep a correlation of color that can benefit each other and not fight against each other. Often times we want to be the FRESH NEW LOOK and go out of our way to create the next cool thing and attract clientele, however “SIMPLE” often goes a long way. Simplicity can be quite captivating in our busy world, working with a color palette and sticking to a color variation that match each other, can greatly benefit the promotion of your product. Remember to always outline your logo colors with their correct PMS to prevent any misprint errors and allow your designer to effectively utilize the colors for your design.
Trust your designer
-Your business is your baby we get it :]. We want to take care of it as much as you do (we take pride on it) so trust your designer to give you input and allow the design to flow. There is nothing that can ruin a design more than the wrong direction. Creating a perfect visible sign requires the eye and the idea. You provide the idea and often times your designer has the eye, it is after all their job to develop your ideas into visuals. Team up with a great designer to help you develop your ideas and bring them to life. Remember that making changes is ok so a draft is always a step forward not backwards.
The development of the sign is just an important. Make sure to trust a quality print shop or workshop to develop and fabricate your sign with the proper materials. A rule of thumb is to always ask for a portfolio and or reviews before proceeding with projects within a printshop. There is so much to learn of the sign industry and we hope you enjoyed today’s tips! Great wishes and success may come your way!