How to "Sign Up" for More Business
These tips from the pros can improve your ability to communicate

By Tracy Charuhas

The 35-foot-tall lighthouse at Lighthouse Car Wash in St. Petersburg, FL, can be seen from all directions.

What makes a successful on-premise sign? Having the right answers to that question can mean the difference between mediocre carwash traffic and through-the-roof business.

According to the United States Sign Council, business signage provides market coverage with an "astonishingly high" rate of readership and retention. USSC research has shown that an average on-site sign is viewed by 85 percent of the retail market an average of 10 times per month. In comparison, a 300-line newspaper ad that runs 10 times per month commands only 53 percent of the market.

Since so many people will view a sign, carwash owners need to make sure the sign they put up conveys the right message. Business signs, the USSC says, communicate far more than the words upon them. Signs provide a perception of the businesses they identify. They communicate an image.

Creating an effective image is the cornerstone of Polynet Global in Sarasota, FL. The company specializes in building themed carwashes for its customers. The signs Polynet designs for its clients are eye-catching and tie in closely with the facility's main theme, says Gregory Frey of Polynet. Some themes Polynet has created for its clients include a tropical island, a forest and a lighthouse.

"What we're known for is developing images for a carwash, not just building a carwash," Frey says. "What we've found is that by creating the identity it generates the interest to get the customer on the property in the first place."

Roy Leonard, owner of the Lighthouse Carwash, St. Petersburg, FL, put a new spin on the concept of original signage. Customers approaching the facility from any direction can't help but see the 35-foot lighthouse at the facility. The words "Car Wash" are written in large letters around the top of the structure. Leonard teamed up with Polynet to construct the one-of-a-kind self-serve carwash.

"This area is known as lighthouse crossing," Leonard says. "When you say Lighthouse Car Wash to someone you don't have to tell them where it's at--they know. You get people talking about something then it becomes more familiar to them."

While Sarasota zoning laws allowed Leonard to construct the 35-foot-high lighthouse, many carwash owners don't have the same freedom or the financial resources to build an elaborate sign. But there are many techniques operators can use to design effective signage without violating the law or spending more than they can afford.

Readability and noticeability are crucial to effective street signage.

Although the lighthouse cost more than a traditional sign, Leonard says the structure will pay for itself over the next few years. USSC studies have shown that a properly designed sign can effectively communicate and motivate customers for years. Even though the sign remains in the same location, the population around that location is constantly changing. Signs that are built to last can retain their advertising effectiveness by appealing to new viewers for many years and, as a result can be amortized over a relatively long period of time by virtually any business.

Another option operators have is a sign that allows copy to be changed instantly. This type of sign can generate an immediate response to sales messages, the USSC says. From the simplest manually changeable reader boards to sophisticated, electronic message centers, numerous studies have shown that changeable signage has the ability to bring paying customers into a business establishment.

During special promotions or events, changeable signage can provide instant communication and allow for message revision at a moment's notice. In fact, numerous case studies document that changeable signs often work so well that business owners have to remove special sales messages when demand becomes more than they can handle.

While originality will often get the public's attention, following basic signage rules can also make a positive impact. Signs & More in Parkersburg, WV, offers these tips on effective signage:

• Keep your sign simple. You will want to convey as much of a message as you can in the simplest way. Try using an informative graphic that tells a story and the name of the business. Look what the golden arches have accomplished for McDonald's.
• Get professional sign advice. Keep in mind that your sign may attract new customers. Your sign will give them the first impression of your business. Make sure it is a good impression. Signs should be eye-catching, clean and well designed to first grab attention and tell the story.
• Prioritize the copy on your sign. Decide what the most important message is. The most important words should have the boldest contrast, the largest, boldest letter style and really hit the customer.
• Use the negative space of the sign. Paying attention to the negative spaces in your layout is important in order to get the biggest impact from your sign.
• Pay attention to colors and fonts. Make sure they are appropriate to your business.

Another company, Signs Up in Roswell, GA, offers these tips and techniques when choosing sign lettering:

• Letter styles look very different when greatly enlarged than they do when seen on a small scale (on a computer screen for example.)
• It is harder to read a line of italics than to read regular copy--especially from far away.
• Upper and lower case is easier to read than all caps.
• Fonts with thin strokes present an image of simplicity and refinement.
• Fonts with thick strokes present an image of strength and seriousness.
• Light lettering on dark background looks larger than the same size dark lettering on light background.
• Scripts are more difficult to read at a distance.
• Viewers have on average a very short time to read almost any sign (five seconds or less).
• Simplicity is the key to legibility.

Signs Up also says the location of a sign on the property is directly related to how long the sign will last. Temperature, weather and sun exposure have a direct effect on the sign's lifespan. Signs Up offers these tips for sign maintenance:

• Dirt and pollution will eventually damage a sign, so remember to clean signs regularly with the proper cleaning agents and techniques. Refer to the care and installation section of each type of sign.
• It is not recommended to install signs in a horizontal position because the surface position is exposed to extreme levels of heat and sun exposure and moisture and pollutants tend to rest on a level surface affecting sign durability. Strive for a mounting angle of 45 degrees or greater (measured from horizontal).
• Consider the possibility of vandalism if a sign will be easily assessable to pedestrians. In that case, graphics can be overlaminated or reverse mounted on a clear substrate.

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