A well designed sign board might miserably fail to generate the desired results if it is not installed in an appropriate manner. Because it has always been noticed that even the most attractive signage can fail to appeal to the eyeballs of target customers if it has been placed at the wrong height, has poor lighting, or is not mounted in a safe and secure manner. Proper signage installation is crucial as it helps in achieving and improving visibility, safety, and the total lifespan of the executed sign.
According to the National Building Code (NBC) of India 2016, it is mandatory for every business that is operating within the geographical boundaries of India to design and install outdoor signs in a way that considers structural safety, electrical installations, accessibility, and environmental conditions. In addition to this, the code also recommends emphasizing minimal signs with less to no clutter while simultaneously ensuring that they do not obstruct pedestrian movement or exit ways specifically made for emergency situations.
When brands and businesses seriously consider these guidelines, they automatically get assistance in creating signs that aren’t just visually appealing but highly effective and safe as well.
1.) Choose the Right Installation Location
The most important thing that a brand needs to consider while executing a commercial signage is to select the most appropriate location where its target customers can easily notice the advertising. A sign board that is hidden behind trees, electric poles, or other buildings directly loses its purpose as people cannot notice it.
Various studies related to environmental graphics have shown that modern consumers now make decisions within a few seconds, and that decisions are majorly based on clear visual cues.
A sign that has been placed at natural decision points, including areas like entrances, intersections, POS, parking areas, etc., is more likely to be noticed and understood. According to the latest BIS (Bureau of Indian Standards) guidance on signage, it has been recommended that retailers should consider placing information signs at places/areas where people naturally gather and should simultaneously avoid unnecessary sign clutter.
Well, this is exactly why hiring an experienced and reliable sign board manufacturer is indeed one of the best decisions brands can make. Professionals that are experts in this respective field will consider various aspects that a non experienced person might miss out on. This includes considering factors like traffic flow, viewing distance, and surrounding obstacles before deciding the final installation position.
2.) Make Safety the Top Priority
It is an undoubted fact that the main purpose of executing a commercial signage is to increase brand awareness and generate sales. However, instead of just focusing on aesthetics, brands should make safety their first priority.
It is very evident that billboards and other signs are often installed at great heights. Considering this scenario, poor installation can become a huge safety risk during unforeseen situations like heavy rains or strong winds.
According to the guidelines listed by the NBC of India, advertising signs should be designed as well as executed in a way that can withstand wind, dead, seismic, and other types of structural loads. In addition to this, it also states that the billboard should be placed in a way that it never ever blocks fire and other emergency exists, movement of the passerbys, windows, or building ventilations. When brands follow these requirements, it automatically reduces the chances of any accidents. Also, it doesn’t just protect the property but the people as well.
These guidelines and considerations are important for every commercial project, but they become extremely important in case of large ones. When carrying out large scale projects, retailers need to ensure that all structural calculations are completed before the installation process has been started.
3.) Improve Readability with Good Wayfinding
Most retailers think that the process of signage installation is all about fixing a board to the wall. Well, this is not at all true. In fact, the respective process is more about making sure that people/interested customers/viewers can quickly understand the message. This might seem to be a simple thing/task is definitely not.
Hence, this is why it is advised that retailers collaborate with a professional wayfinding design company. Experts will significantly assist in carefully planning the placements, viewing angles, and sequences of the signs. These small yet highly important steps will help ensure that visitors are able to move within the space without any confusion.
4.) Plan Signage as Part of the Complete Retail Experience
Billboards, signage, and other outdoor and in-store branding elements should never be treated as a separate project. Instead, they should be considered as one of the important parts of the retail project and should also focus on supporting the overall customer journey.
Understand this better with an example. There might be a retail store that has exterior signs, promotional displays, directional signs, checkout graphics, product displays, and other types of signs. If all these elements work independently and are not aligned with each other, customers might face a really tough time within the store. On the other hand, if all these respective elements work in harmony, it will become a lot more easier for customers to find the required products, further making their entire shopping experience more seamless, comfortable, and enjoyable.
This is the exact point where POSM development becomes extremely important. Point of sale materials, displays used for promotions or seasonal content, and signage that are placed on a permanent basis should be designed in a way that creates a consistent brand experience for visitors across every touchpoint within the retail outlet.
Winding it up!
A commercial signage is not just a decorative item. Instead, it is one of the most important and effective elements that represents your brand on a daily basis. Apart from strategic design, thoughtful and precise execution helps brands ensure that the sign is safe, visible, and attractive, that too, for many weeks, months, or even years.
From selecting the right location, following Indian safety standards, and maintaining the structure regularly to collaborating with experienced professionals, including reliable sign board manufacturers and wayfinding agencies, each and every step, irrespective of whether it is small or big, plays an important role in determining the overall performance of the sign.