I view signs as the best investment retailers can make. It costs the least, thus allowing for a great ROI. The next few in this vlog series will show how to effectively implement a sign program in your shop.
Let us begin with sign design. I often work with retailers who already have their logo made up. Leaving my job to incorporate this into sign templates. How does one choose the font for their signs?
Do you know that varying fonts convey different messages to your customers? These messages include expected price point, target market and brand DNA. Take a look at the example shown. Both stores are in the souvenir business. Which one sells fun and which one is THE official souvenir shop? Can you tell?