Current Perspective on Sign Technology: Part 3

THE QUALITY AND style of a company’s product is now more than ever perceived through its brand image. Consumers have an extreme amount of flexibility when it comes to where and how they purchase goods, so their attention span is finite. Physical storefronts must be presented to potential customers in a way that immediately convinces them that a stop at that location is well worth their time. If this is not achieved, they are likely to try the next store down or, even more likely, to continue their search through digital means.

Shopping in a physical store is becoming a rarity in some markets, so to be successful in the remaining communities where storefronts are visited regularly, a company’s presentation must inspire consumer confidence.

A sign is normally the focal point at the entrance of a place of business and can, therefore, form a consumer’s first impression of the brand. If a sign is clean, bright and well-designed, it can portray quality, prosperity and attentiveness. On the other hand, if a sign is dingy, discolored and dim, a customer could surmise that the products within receive the same level of care.

In an online post by Federal Heath Sign Co. (Hurst, TX) regarding the mastery of first impressions, they mention how signs play a crucial role in brand perception: “The way a brand presents itself strongly influences how consumers perceive the brand. Signage that is visually appealing conveys professionalism and quality.”

This sharp backlit channel letter sign suggests a capable business within.

Looking Back

In the October 1920 issue of Signs of the Times, two separate pieces touching on these subjects that also mention illuminated signage caught my eye. The first was an advertisement by the (unrelated) Federal Electric Co. highlighting their product, the Federal Electric Sign. In this ad they mentioned that their sign “creates the impression that you are up-to-date and prosperous,” which I thought was a great quote to summarize the article’s focus.

The second piece that grabbed my attention discussed the period of deflation in the US at the time, and how it presented an opportunity to invest in aggressive sales plans, including the use of electric signage. The article stressed the importance of the electrical sign “salesman” keeping abreast with the times so that he may stress to the business owner the need to employ use of every business aid available, specifically the lighted sign.

The article also touched upon the importance of manufacturer innovation when it comes to illuminated signage. Such innovation can present companies with new options to consider if they want to stand out from their competition. In our current tumultuous market, where deflation would seem to be the least of our worries, it is important for sign companies to push the latest and greatest products so their customers can convey their desired message to the public.

Letters not lighting can make a joke of the business they’re identifying.

What This Means for Modern Sign Companies

Illuminated signage has become much more accessible since 1920, and even the smallest of outfits can afford it. Sign companies now must take into consideration the quality of the lighting and how it can change the appearance of their customer’s storefront. A faded plastic-face cabinet with fluorescent bulbs may not be the best way to portray a business’s image. As sign manufacturers and salespeople, we must continue to push the bar when it pertains to the illuminated sign. Regardless of the market, brand image will always be crucial to success, and we must be ready with new products and ideas to help our customers show the public they are up-to-date and prosperous.