Design is a very important element of any signage. It is what your potential clients see outright, and it presents your brand’s message. To make your designs more effective, make sure to avoid these design blunders:
Lack of Market Understanding
You can never launch a promotional campaign without knowing your market. A lot of owners think it is not necessary to identify a target market on the assumption that their company caters to everyone. However, it is essential to identify this as it can provide you with enough information to properly plan your approach. By knowing your intended audience, you can create messages that connect to them even on a personal. It also helps you utilise your time, money and human resources more efficiently and effectively.
If you are targeting Millennials, you need to research about the activities and things they are engaged in. The Forbes Coaches Council suggests using marketing strategies that inspire action and applying themselves in the best way possible. One way to do this is to appeal to their penchant for advocacy. Currently, a lot of Millennials are getting into eco-friendly causes such as sustainability and waste reduction. Knowing this, you can emphasise the benefits of your product and its packaging to the environment by incorporating it into your design.
When researching about the market you wish to join, you also need to know other players in the competition. This gives you an edge over other similar businesses. You can study their campaign approach by looking at their signage designs. What colours images do they use? What messages do they convey? By taking note of their best practices, you can improve and apply it to your own design.
Less than Stellar Ideas
As people say, every idea you can think of has been done before. The only difference you can make is to come up with a unique and innovative way to present it. Making a campaign to promote your brand of honey in a jar? You do not want to go with the simple ‘buy our delicious products’ route. The smarter thing to do is to highlight your products as an eco-friendly option due to the reusability of its packaging. It appeals to the inner eco-warrior of your customers whilst emphasising the advantages of purchasing your product.
When it comes to design elements, a best practice is to create an eye-catching yet cool design. A lot of people think that attention-grabbing designs equal the use of highly noticeable albeit tacky elements. Yes, using neon colours can catch the eyes of your potential customers, but do they find it appealing? Moreover, does the colour scheme fit the nature of your business or industry? There was a time when this is considered trendy, especially in the psychedelic 60s. In Las Vegas, neon colours are still very much ‘in’.
Unless your business is 60s-themed, or your location is in Vegas, you should consider getting on board with the trends. If you are catering to Millennials, current trends show that pastel tones are preferred by the younger generations, so you might want to consider including those in your business signage.
As the creator of the campaign, you know what you intend to do and say. The idea and message that you developed through lots of research is just the first step towards creating a successful design. Whilst you have a stellar idea in mind, you need to make sure that it will translate well on the design itself.
If you want to promote your brand as sustainable, you know and understand the point of the campaign. However, you need to make sure that your signage can state your intention. Remember, the intent is harder to convey in print, making it more essential to be as accurate as possible when promoting your ideas across different media.
To clear up any confusion regarding the content, you might be thinking that the best way to go is to explain. You are making a mistake if you think that putting paragraphs on your banners is a good idea. Think of it this way: not everybody loves reading, let alone going through very long texts whilst walking along a crowded street. Remember, conciseness should always come alongside precision.
The best way to go is to utilise the different elements of design. If you are going for an eco-friendly theme, you can utilise verdant tones or colours closely associated with nature and the environment. Images are also a good way to minimise texts in your design. However, you cannot avoid including texts, but make sure that it is worded as efficiently and as catchy as possible. This is why businesses create taglines. They can clearly convey their message in the shortest way possible whilst also ensuring name recall.
Keep in mind that your signage represents your brand. Make sure that you create the best design for your banners. This way, you can reap the rewards of the time, money and effort you invested.
Author: Carrie Sze