ENVIRONMENTAL DESIGN, CUSTOMER DEMOGRAPHIC, PRODUCT PLACEMENT, AND PURCHASING BEHAVIOR CAN ALL INFLUENCE THE EFFECTIVENESS OF YOUR DIGITAL SIGNAGE.
CREATING COMPELLING RETAIL SIGNAGE
The subject of retail signage placement is complex – mainly because what works in one store or venue may not work in another. Differences in environmental design, customer demographic, product placement, and purchasing behavior can all drastically influence the effectiveness of your digital signage. Still, there are a few hard-and-fast guidelines for ensuring that your efforts meet their mark.
Here are a few of our key recommendations for making the most of your digital signage:
- Entry Placement. While traditional placement for retail signage called for display at or near the entrance, this is not actually the most effective place for digital signage. A digital signage display which is visible from the exterior may be used to draw customers into the store – especially in a small space – but will be less effective for larger spaces or big box stores. And placing digital retail signage displays within your entry landing (generally, the first 30 feet of your store, in which customers make the transition from exterior to interior space) is an expensive mistake. Instead, wait to engage your customers when they are less distracted by placing your retail signage in other high-traffic areas of your store.
- Lighting and Visibility. Take a close look at your environment prior to solidifying your plans for placement. Identify any elements which may obscure or otherwise negatively affect the visibility of your retail signage, such as poor lighting conditions or obtrusive architectural elements. Ambient light is also a significant factor to consider when determining placement of digital screens, which can appear “washed out” during daylight hours.
It may also be helpful to consider the height at which your signs will be visible. Many retail stores make the mistake of hanging their digital displays from the ceiling in the middle of the aisle. Doing so, they miss the opportunity to connect with consumers where their attention is naturally placed – at eye level.
- Legibility. For retail signage which relies primarily on text, stick to the basics. Black, white, and red are the best colors to use, and should always be placed against a contrasting background to improve readability and help your font stand out. Also, be sure to use simple, legible fonts in a size which allows viewers to engage without straining. Need a good rule of thumb for determining size? Add one inch of character height for every ten feet of viewing distance.
- Promotional Placement. Retail signage placed alongside specific products can be a great way to suggest paired items or provide helpful instruction or product demonstrations – but make sure your approach adds value to the customer experience, or you may irritate your shoppers.
- Areas of Wait. Using digital retail signage is a surefire method for reducing perceived wait times at the service desk or checkout counter. By providing your idle customers with informative, engaging and entertaining content, you’ll improve their overall perception of their shopping experience and drive sales.
Remember, even the best digital content is worthless if it doesn’t gain customer attention – which is why your business needs to carefully consider the customer experience when attempting to create compelling retail signage. Not sure where to begin? Contact the experts at Mood Media, and we’ll help you set the right mood, from the start!