Signs

The good old-fashioned sign is a tried and true method of advertising your business. As visual creatures, we love signs with impact, style and a high level of readability. As a business tool, a sign is often the first point of contact between you and your customer, so it pays to make a good first impression.

But just what makes a good sign stand out from the crowd?
There is no set definition of what makes some NZ signs better than others, but excellent overall design and a sense of balance, layout and design are key factors. Specifically, though, these essential elements should be considered when creating NZ signage with staying power:

• Impact: signs with visual impact pack more punch than those with subtle or under-utilised visual components. Studies have shown that signs which include photographs are more effective than those without, although the sign's context will determine whether this is suited to your signage requirements.
• Visibility: your sign and its message should stand out from the crowd. Try using large lettering, or light-coloured lettering on a darker background colour. Pay close attention to font, text colour and overall layout – it can be wise to consult a New Zealand graphic designer to ensure your sign's visibility is spot on and can easily be read from a distance.
• Variation: changes in your signage will attract the attention of people who regularly see your sign. Small alterations in a sign's message, colour, size or shape can keep your customers and potential clients interested. Studies have shown that we 'tune out' things which we see repeatedly.
• Simplicity: the best signs just give the facts and keep their message simple. You might need only your business name or logo for basic signage, while something larger may require more information or visual components. Also bear in mind that too much information may turn people off: we like to know what we're looking at immediately.

What kind of sign should I get?
There are many types of NZ signage available (when you think about it, your journey to and from work each day probably involves a great deal of subconscious absorption of visual messages). Think about the needs of your business and decide which type of signage will best suit your activities:

• Vehicle Signs: vehicle graphics are mobile and viewed by those driving or walking past your vehicle. They can be a simple, one-colour logo; a full-colour image; or a sign which includes a number of keywords describing what you do, along with your contact details or web address.
• Electric Signs: lighting within your sign can make a dramatic visual statement. It doesn't have to be of the flashing or garish variety – there are many options, including backlit signs, sign cabinets and electric lettering.
• Flat Signs: the most common option is the two-dimensional sign, in which graphic design, text layout, font and text size are all crucial. As mentioned above, you may also want to include a photograph or other image to increase its impact.
• Digitally Printed Signs: digital printing can bring full-colour graphics to your signage. Digital graphics can be applied to virtually any non-porous surface: acrylic, PVC, wood and aluminium. To protect the image, it will usually be laminated with your choice of finish.
• Digital Signs: digital signs use technology to create moving signage, with increased impact and ease of transition from one advertising campaign to another. They use plasma display panels (PDPs), liquid crystal displays (LCDs) or light emitting diodes (LEDs) to create dynamic signs. Images (and sometimes sounds) are played on these screens, making for NZ digital signage with immediate impact.
• Skeletal Neon Signs: neon signage can give your business a funky, jazzy look, but forget those cheap-looking old neon lights of yesteryear. This kind of sign uses a glass tube containing gas, with an electrode placed at the end. When an electrical current runs through, a bright light burns.
• Real Estate and Construction Site Signs: real estate agents and construction companies use a range of marketing tools, including highly visible signage. Consider how often pedestrians and drivers pass a construction site or a house for sale, and take in the signs which are on display outside. For realtors, a sign lets everyone know immediately that the property is for sale, while on a construction site, a sign lets the public know who is responsible for the building project.
• Awnings: an awning over the doorway of your business can be a great way to make your entrance way stand out from other retailers or venues. As well as lettering, you may want to include your company logo or business colours.
• Banners: the benefits of banners include their weather-resistance and flexibility, which means they can be easily taken down each day or transported from one place to another. They can include text, graphics and colour, and can be made to almost any size requirement.

Make your business signage work for you by choosing a format which fits with your company's needs and creating a sign with impact, simplicity and good visibility.

Looking for more information? Find NZ signage in the NZS.com directory.

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Business images from Flickr: Sky Tower, New Zealand Flag and Wellington Buildings.