Signs Don’t Get the Respect They Deserve


Whether you know it or not, everyone is looking for a sign.

Humans are visually oriented. We expect to see visual cues to inform us on direction, purpose, place. and price. If the visual cues are not there, then it is noticed. Similarly, if the visual cues are present and displayed with craftsmanship, they dramatically improve the overall experience, but generally go unnoticed. That’s how we’re wired. We’re visual creatures. If the visual cues are pleasing and there, then the experience is more satisfying. If not, then there is a sense that something is missing and aligning with expectations.

Signs are generally undervalued and don’t seem to get the full respect they deserve. Especially in the digital age in which we consume information. Printed signs and banners still play an important role in our everyday lives. They’re part of the fabric of how we interpret the world.

Which is exactly why making the most of  your signage is so important.  Whether your signs are used for in-store retail, wayfinding, or brand messaging, printed signs are the essential, but often-overlooked, component that can provide the best experience possible for your guests and customers. Signs are a key ingredient to increasing sales, boosting brand loyalty, and improving the overall experience.

At IES, we understand, it’s easy to overlook the importance of signage and not always give it the respect deserved. Our goal is to help you acknowledge the need for effective signage and help you realize the full potential.

From banners and window graphics, to floor decals and point-of-purchase, below are 4 reasons print signage should not be overlooked.

Enhance Communication

The immediacy of signage is as effective as it can get when it comes to communicating important messages. Your signs represent your most visible and tangible form of communication. Signs can do more than just inform or designate a location, customers often make assumptions of a business according to the level of the quality and design of their signs. This assumption carries over to how customers perceive the quality of a brand’s products or services. When signage is complemented with clear message and concise design, the level of communication is greatly enhanced. This results in greater opportunities to attract more guests/customers.

Reinforce Competitive Advantages

Exterior signs, as well as interior signage, will help to differentiate your business from the competition and will help you enhance your brand message. Great signage can significantly improve your edge over other businesses and competitors. When choosing between two businesses a customer or client is likely going to pick the one with the better designed signage because this demonstrates a level of professionalism that the other may lack. A compelling sign is an incredibly valuable differentiator for your business or service, especially when guests or customers are considering all available options. You want your signs to convey a sense of trust and clearly demonstrate your competitive advantages.

Bolster Brand Loyalty and Awareness

When a great brand and effective signage work together they bolster your brand by providing an effective tool to build a lasting connection with guests/customers. This also reinforces the value of your brand over time. Exterior signs and interior signage that enhances your brand message will also help all who see instantly recognize your business and know exactly what you offer. Another crucial ingredient that can be easily overlooked, but is equally important, is to utilize the materials that are suited for each application and utilize display components that enhance the overall look. Always make sure all of your sign components are installed and display correctly. All of this combined together says a lot about your business, and it is one of the best ways to build brand awareness. The objective is to communicate your brand message and provide effective communication.

Cost-Effective Marketing Strategy

Instead of over-investing in digital marketing, why not emphasize and embrace one of the most cost-effective marketing tool you have at your fingertips. Attractive exterior signs and interior signage components are one of the most cost-effective marketing strategies available today. Once your signage is ready and installed there are no further costs and these will promote your business or communicate your message for as long as you leave it in place. In most cases, your signs are visible 24 hours a day, 365 days a year. Plus, the message never wavers and is always the same. This alone, makes every type of sign a worthy investment that will work for you with no effort required, no matter what time or day of the year it is. One of the best business investments you can make.

Ingram Express Services has the most up-to-date equipment, including three of the largest printers available today. Give us a call and let’s make all your signs point to success.