For mall developers and business owners who’ve set up shop on their premises, the importance of having effective, high-quality exterior signage cannot be stressed enough. Often exterior signs in Ottawa, ON are the first thing potential customers will notice about a business or shopping centre, so making a good first impression is key to attracting people and bringing them back in the future. At Plastics and Signs of Ottawa, we’ve developed over our nearly 50 years in business a strong sense for what makes good exterior signage. Here are some of the factors we take into consideration when creating and installing exterior signs at malls and shopping centres:
- Visibility and location: The exteriors of shopping centres are almost always going to be busy and a little hectic, but there’s no sense in adding to congestion and confusion with poor signage. Sign placement can play a major role in keeping vehicular and pedestrian traffic safe and organized. Making sure that signs are visible to both kinds of traffic and from multiple vantage points is important, and accounting for the amount of time people will have to read the sign can help reduce the level of stress in your parking lots and other exterior locations. Finally, visibility and location will play a role in other signage elements, including design, size and message.
- Message: Given the amount of time customers have to interact with an exterior mall sign, one of the worst things a business can do is to try to convey too much with the messaging of their signs. Shooting for one very clear message is a better approach. What is it that you want to promote? Keep your focus on that one thing. If you absolutely must include secondary messages, keep them to a minimum, and make sure they are presented in a way that clearly indicates their secondary status.
- Visual design: This is a catchall term for a number of factors that, when combined, constitute the overall design of an exterior sign. The size of lettering, font choice, color choice and the use of logos or other graphics need to work well with the height level and location of your sign, and need to clarify and confirm rather than muddle the message you’re trying to convey.
- Sign size: From what distance will your customers need to be able to see your sign if you want to direct them to your business? This is a key question for business owners and mall developers, because it dictates how big a sign ought to be for maximum visibility, clarity of message and effectiveness.
When you look at the various factors at play, it’s easy to see how the different aspects of exterior signage design work together to put a business’ message across or attract customers to a shopping centre or mall. Call us today to learn how Plastics and Signs of Ottawa can help your mall or shopping centre-based business achieve new levels of visibility and success with brand-new exterior signs in Ottawa, ON.