Signs of the Times

Signage has always played an integral role in merchandising and marketing. The main objectives of signage are, naturally identification and direction with certainly an image component. And, like most elements of today’s sophisticated marketing process, signs are a true reflection of the times. The revolution is underway and going strong into the second decade of the 21^st century. Electronics, in the form of digital production and printing, is king. The age of the  ”sign painter” is fading into ancient history. Computers equipped with powerful software, wide format printers and skilled computechs now aid in the majority of design.

At a recent East Coast Sign Show held in Atlantic City, New Jersey, the signage variety and new techniques were absolutely mind-boggling. Everything from electronic billboards and displays to new types of illumination using semiconductors to distribute light on thin, flexible ribbons were on display. Peripherals such as vinyl cutters for lettering and logos, as well as devices, which carve designs into wood, metal and plastic substrates with precision are the latest tools of the trade. Vehicle wraps are another innovation, representing the future of outdoor advertising. Cars/SUVs, Buses/Trailers, and Trucks/Vans print messages and images in high quality, scratch resistant and removable adhesive backed vinyl.The vinyl material produced on large format digital printers are applied to the vehicles and conform to the body surfaces. Wraps are often mistaken for high-end paint jobs, which cost thousands more.

Here are some tips for creating more successful signage:

• Get type and graphics as big as possible, given your space limitations.

• Keep the signs readable at a distance by simplifying verbiage with only the most important information.

• Well-designed landscaping and/or berming go hand-in-hand with a comprehensive signage program.

• Consult with a site planner, landscape architect and marketing professional to seek advice on placement and overall intent of the signage. Have them submit design concepts in color comprehensive form, even project signage in a virtual reality setting

Like every other element in your merchandising and marketing, take time to plan your work and work your plan. And, always think in terms of advanced technology to achieve your signage goals and objectives.