Outdoor Banner boosts retail business

What should be on the front of your store?

...because putting up signwriting is what one does when one opens a store.

Which is sad, because it gives no basis on which to decide what is the most effective message to be displayed in the area of your store that has cost you so much money.

I have established and run shops in both England and Australia over the last 32 years, and after trying a lot of different ideas and theorising about the subject, it seems to me that signwriting falls into two main areas:
- Identity (of the business and its type)
- Promotion (of the goods/services)

In the subject of identity, the general appearance of the storefront should be consistent with the image that you would like to present - including use of appropriate colours, words and graphics, word font, amount of signwriting and amount of blank space, and even the physical design of your storefront.

A camera store would do well to have a large graphic of a camera, taking care that the graphic represents the type of camera that the store's target customers are seeking to buy. In the same way, a hair salon needs to take care that the styles shown are those which its potential customers are wishing to wear.

The question to ask of oneself is what potential customers are seeking to find in such a shop - dark blue is a colour that represents tradition, security, and prestige in the eyes of many, and is a suitable colour for a storefront that needs to project that image. A 'pool' store obviously needs blue within its dominant colours, and a toy store needs the bright myriad of colors that attract children.

The basic identity of a store is not something that you can ordinarily put onto an Outdoor Banner, and I think it would be an unwise move to use an Outdoor Banner for this purpose - as it's likely to be confused in the minds of customers.

Similarly, I think it's unwise to use the basic design and signwriting of a store as a promotional tool - after all, how effective is a message like 'Sale On Now' when signwritten as a permanent year round feature of the basic design?

So, with the storefront identity considered, the next question is how to use an Outdoor Banner . . .

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