Remember to KISS (Keep it Simple, Sweetheart). Resist the temptation to cram too much information on any single sign. It only causes fatigue and confusion, and a fatigued, confused customer will not make a purchase.
Get a second opinion. Ask your staff members or other store owners if your sign makes sense to them. Its message may be clear to you, or to whomever created it, but don’t assume others will automatically understand it.
Grab the shopper’s attention. Catch their eye with bold graphics and fonts, and include a clear call to action, such as “on sale today only.” Remember that words accompanied by images and graphics are far more exciting than just words alone.
Avoid upstaging what you’re promoting. A sign should direct people’s attention to a promotion or display but not be so loud that it steals focus from what you’re selling.
Offer a solution to a problem. Identify your customer’s “pain points” — for instance, sunburns — and point them to the solution: your display of sunblocking lotions. Use words and phrases like “easy to use,” “high quality,” “good value” and “trustworthy” whenever possible.
Location, location, location! There’s a whole science devoted to what people notice — and fail to notice — in retail settings. It’s the reason why grocery brand merchandisers all want their products on the shelves that are at eye level. Be intentional about the sizes of your signs and where you place them.
