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Interior Signage Is as Important as Outdoor Signage?
In business and marketing, the power of signage cannot be understated. Outdoor signage often takes the spotlight for its role in attracting attention. According to a Statista report, there were at least 2.3 million transit displays in the United States in 2022. They were among the most common Out Of Home (OOH) advertising forms. However, the significance of interior signage is equally profound.
This article delves into the often-overlooked realm of interior signage and explores why it’s just as crucial as its outdoor counterpart. From enhancing customer experience to reinforcing brand identity, interior signage is pivotal in shaping how customers interact with a business’s physical space.
The Role of Exterior Signage
Exterior signage is the first point of contact between a business and its potential customers. It’s the initial impression, the street-level ambassador, and the visual representation of a brand’s identity. Its primary function goes beyond merely indicating a business’s presence. It’s a dynamic tool for communicating the essence of what the business offers. That’s why outside signages get almost 400% more attention than static ones.
Outdoor signage has a dual role: attraction and identification. A well-designed exterior sign catches the eye of passersby, drawing them in with a compelling visual presence. It serves as a silent salesperson, enticing curiosity and luring individuals to explore further. Think of the iconic golden arches of a particular fast-food chain. They are not just a logo; they’re a beacon that triggers recognition and hunger simultaneously.
Moreover, exterior signage establishes brand familiarity. Consistent use of colors, fonts, and logos creates a visual identity synonymous with the business. A memorable external sign can distinguish between being just another business on the block and becoming a landmark in the community.
In addition, the strategic placement of outdoor signage can influence foot traffic. A sign strategically positioned in high-traffic areas can lead potential customers to the business’s doorstep. Effective outdoor signage considers factors like visibility, readability, and aesthetic appeal to maximize its impact.
However, while the role of exterior signage is undeniable, its impact is often limited to attracting attention from a distance. This is where the transition to interior signage becomes crucial. The experience doesn’t end at the threshold. It continues through the interior, where new opportunities and challenges arise.
Beyond the Threshold: The Power of Interior Signage
As customers step beyond the threshold of a business, they enter a realm where interior signage takes center stage. According to Phoenix Signs, interior signage makes them feel comfortable once the customer enters your store after seeing the outdoor signs. By helping with navigation, reinforcing brand identity, creating ambiance, etc., interior signage makes your customers trusting and willing to come back.
Here are some benefits interior signage has to offer:
Navigational Assistance and Wayfinding
Interior signs are invisible hands, quickly guiding customers through complex spaces. Large shopping malls, hospitals, and airports rely on well-placed wayfinding signs to prevent confusion and frustration.
Interior signs enhance customer satisfaction by minimizing stress and helping visitors find what they want. This helps improve customer experience and makes them want to return to your business. This can help improve your revenue and reduce customer retention costs. It can significantly impact your finances and ensure success, as you can expect a regular flow of customers.
They can also offer location-specific details. For instance, suppose a cafe in Charlotte uploads customer images on social media platforms. The cafe uses interior signs with Charlotte mentioned on them, and some of the images uploaded also capture these signage. Hence, anyone who sees their post on social media will know that the cafe is located in that city.
Reinforcing Brand Identity
Interior signage extends the brand experience from the exterior to the interior, reinforcing the visual identity established by exterior signage. When customers step inside, they should feel a consistent atmosphere that aligns with the brand’s values.
Interior signage can include wall graphics, displays, and digital screens showcasing the brand’s story, values, and products. This can create a holistic and immersive brand experience. Moreover, it can also be cost-effective, as you can use something as simple as DVLED displays for interior signage. The lifespan of DVLED displays is almost 10-15 years, making them a cost-effective option compared to LCDs.
Interior signage acts as an informative hub, conveying crucial information to customers. From displaying product details and prices to sharing promotions and policies, well-designed interior signage ensures that customers can access essential information quickly. This convenience enhances the overall customer experience and reduces unnecessary interactions.
Creating Ambiance and Atmosphere
Interior signage goes beyond practicality; it contributes to the ambiance and atmosphere of a space. Choosing colors, materials, and design elements can evoke specific emotions and set the mood. For instance, a cozy cafe might use warm colors, while a high-end boutique might opt for sleek, minimalist signage to convey luxury.
Cross-Promotion and Upselling
Strategically placed interior signage can drive sales and increase average transaction values. By highlighting related products or limited-time offers, businesses can prompt customers to explore additional options they might not have considered. This signage capitalizes on the customer’s immediate surroundings and influences purchasing decisions in real time.
Interior signage can also help improve customer experience for businesses where people must wait in queues. Data shows that digital indoor signage can reduce the perception of waiting time, at cash counters, by almost 35%. This will improve customer experience and, thus, the number of returning customers and revenue.
The Synergy Between Interior and Exterior Signage
While exterior and interior signage are often treated as distinct entities, their actual impact is magnified when they work harmoniously together. The synergy between these two types of signage creates a seamless and immersive experience that leaves a lasting impression on customers.
- Consistent brand identity: When exterior and interior signage align visually, they reinforce the brand’s identity at every touchpoint. The transition from seeing the exterior sign to stepping inside should feel like a natural progression, assuring customers they’ve arrived at the right place. The cohesive visual language communicated by both types of signage enhances brand recognition and builds trust.
- Transitioning the customer journey: Exterior signage sets expectations, while interior signage delivers on those expectations. A well-designed exterior sign piques curiosity and entices customers to enter. Once inside, interior signage takes over, guiding customers through the space, providing information, and enhancing their experience. This seamless transition helps customers feel confident in exploring the business further.
- Storytelling and immersion: Interior signage deepens the narrative initiated by exterior signage. Beyond logos and slogans, interior signage can tell a more comprehensive story about the brand’s history, values, and offerings. This storytelling engages customers emotionally, fostering a sense of connection and loyalty.
- Creating a memorable experience: The combination of impactful exterior and interior signage contributes to a memorable experience. A unique experience doesn’t begin and end at the door; it’s a journey that customers embark upon and carry with them. The synergy between signage types ensures this journey is visually pleasing and functional, leaving customers with a positive impression beyond their visit.
- A comprehensive brand ecosystem: Think of exterior signage as the gateway and interior signage as the environment. Together, they form a complete brand ecosystem envelops customers in a world carefully crafted by the business. This ecosystem encourages customers to explore, engage, and interact, ultimately enhancing their relationship with the brand.
- Driving business objectives: Businesses can achieve specific goals by strategically integrating both types of signage. Exterior signage attracts attention and brings in foot traffic, while interior signage can influence purchasing decisions, upsell products, and improve customer satisfaction. The coordination of these efforts ensures a well-rounded approach to achieving business goals.
In the world of business, signage’s influence runs deep. While exterior signage makes the first impression, interior signage shapes the customer journey. Together, they form a powerful duo, guiding, informing, and immersing customers.
Recognizing their synergy allows businesses to create a seamless brand experience that captivates from outside to inside. So, remember, a sign is more than a marker. It’s a bridge between a brand and its audience, spanning from the street to the heart of the business.