VISUAL MARKETING ALERT: WHAT DATA SAYS INFLUENCES CONSUMERS
…And the Best-Performing Marketing Tools Are…
Which marketing factors most influence consumers who are out shopping? A recent study* of consumer shopping habits revealed that the top sources of information about new products was not the internet, newspaper, or radio. Survey participants rated television as the best source for product information. Interior signage and print magazines tied for second place. Third place went to exterior signage.
To be clear: Signage made of two of the top four influencers consumers rely on for product information, and interior and exterior signage shared ranks with television and magazines.
What Your Sign Says About You
The study’s data also revealed that over one-third of consumers rely on the appearance of signs for cues about the quality of the company the sign represents. In other words, potential customers may drive past a business that is otherwise a good match, solely because the sign is unattractive, too small, poorly lit, unclear, aged / dated, or appears neglected.
Choosing the Right Size
Sign size is a significant factor. Half of all consumer participants in the study reported that they were unable to find a business they were looking for, and in fact drove past the business, because the sign was too small or unclear. One might imagine that this particular struggle among shoppers is almost exclusively a factor of age, but, surprisingly, it is not. Participants aged 18-24 reported small, obscure signage as a problem at the same rate as participants aged 65+. If your exterior sign doesn’t make you easy to find, your clients (and their wallets) will drive right on by.
Crucial to Your Visual Marketing
The takeaway from this monumental study is that signage, whether it be interior or exterior, is a key component of your visual marketing.
Your sign gives the public subtle nuances about your brand, and the public subconsciously processes these cues and acts on them. All of this happens under the surface within the mind of the consumer; they do not even realize they are making inferences about local businesses based on signage and storefront appearance. But they are, and it can cost the business substantial money in lost sales to NOT consider what your sign says about your business. Consumer research data shows that people are listening and making decisions based on signage quality, even if they do not realize it.
Signage That Promotes Relationships
For example, consider the act of traditional shopping in retail spaces such as strip malls. How can a store leverage signage to increase foot traffic?
Consumer shopping data suggests that increasing foot traffic is a matter of psychological messaging through signage. There is a psychology behind drawing a customer into a store. For example, people view themselves in various settings or contexts, both as independent individuals and as a member of the community. Consumers who are passing a store may view an image of a group of people as shown on the store’s signage and receive the subtle message that entering the store will make them part of a community. The sing in fact triggers their sense of interdependence and sparks a subtle desire for belonging within their community.
This Type of Sign Psychology Works
We see this effect in clothing stores that market to young adults. There are ample window graphic vinyl decals and large sandwich board that display groups of happy, engaged young people wearing the apparel the store sells. It is no mistake that models are shown in groups; the message to young people is that the store’s merchandise is a key to belonging.
And the tactic works.
How to Make This Work For Your Business
What does this mean for your business? If you have not yet considered vinyl wraps on windows, you could add a vinyl image in your storefront that shows a group of people, such as a family. Then, measure your foot traffic or days and weeks from the point the vinyl is installed. A well-appointed vinyl decal in your window may draw people in at higher rates.
Is your signage fresh, or is it showing signs of age or wear? Is it dim? Is it ugly or dated? Would your storefront benefit from a vinyl wrap in the front window? The data shows that if any of these are true, it is well worth prioritizing your marketing spend to include signage upgrades.
