Signs Sell: The Importance of Visually Appealing Signage
On average, consumers are exposed to 3,000 ads and promotional messages every day. If these ads are successful, a consumer will decide on a brand or it’s competitor within 3 to 7 seconds. From deli signage to welcome signs, what a consumer sees can determine what they buy and who they purchase it from.
The Impact of Visual in Advertising
One goal for many advertisers is to catch the consumers attention. Attention is time, and time is an opportunity; an opportunity to get the sale. It’s more than just words and products when it comes to advertisements, Understanding every aspect of the product, including the intended audiences and visual appearance, is crucial to making a profit, which is why advertisers sometimes employ psychologists and sociologists to build their brands.
Between 6 and 10 purchases in a store can be classified as impulse purchases. According to a 2014 Mass Merchant Study, 16% of unplanned purchases were due to a display noticed while shopping. Despite a consumers motivation to buy, studies show that full-priced merchandise performed 18% better with signage than without. Several studies, including one from Brigham Young University, showed that merchandise with a sign outsold merchandise without a sign by 20%.
The In-Store Experience Does Matter
Signs do sell. Having deli signage in grocery stores, with bright letters can attract buyers; colorful glass door signs with bold font can be impactful also. According to Niel Patel, 93% of people place visual appearance and color above other factors when shopping.
Despite the increase in online sales, many people still prefer to buy in-store. Although shoppers will use their smartphones to do research on a product, 77% of consumers will go to a store to shop and those shoppers will make 82% of their purchase decisions in the store.
With this in mind, understanding the role of visuals in getting consumers attention can help drive traffic, increase sales which, in turn, increase the overall profit. Whether it’s a custom retail displays, signs for windows, or deli signage, be sure to make it visually appealing because what consumers see will impact what they buy.
