How Many Signs Do You Need?

Some businesses are littered with too much signage, while others lack it, frustrating the customer. Signage is a part of a customer’s “good service” experience, and needs to be in balance. Here are 3 ways to figure out how much signage your location requires:

• Can it be found by driving or walking by in any direction? Produce signs that will catch the attention of all passing cars in either direction. This could be one, two or more signs.
• Are people asking for directions? If so, you may need more signs. Pay attention to what directions people ask for — for example seeking to find the washrooms, escalators, or the ballet slippers. Any such questions mean that another sign, or a more descriptive sign, should be placed in another location. Master, searchable directory boards are another option for stores with great numbers of products.
• Are there traffic issues? Check tills and parkades – if people are lining up to block the flow of traffic, signage can be used to redirect the problem more appropriately.
• Are people asking other product-related questions frequently? Signs could be used to answer these questions in strategic locations. For example – “Products Do Not Contain Nuts” or “Imported from USA”
• Are cars driving up to your door to stop and try to read your posted hours? A lit “Open” sign may do the trick.

It is impossible to say an exact number needed in your retail store, but most retail businesses need at least 10 signs for every 2000 sq.ft. Be sure to do your planning and homework carefully to get all you need! And keep your ears open to the above indicators of when you need a few more.