Good physical signage is a combination of art and technical skills. A well-designed and executed sign can help to grow your brand, attract more customers and increase sales of your product.
The importance of physical signage
In today’s digital world, one might argue that digital signage trumps physical, but that is not true. There is a range of physical signage to promote your business – everything from light boxes, pillar wraps, posters, signs and banners to backlit panels, interior decorations, exhibition panels, car wraps, window stickers, and creative installations.
The importance of signage is seen in a study conducted by FedEx. It found that a whopping 76% of customers visited a store they never knew existed based on a sign that they saw. In the same study, 75% of people recommended a business based on their signage alone.
The challenge for print vendors is to be more innovative when it comes to signage. Not only does the sign need to attractive and memorable but it needs to be created efficiently. This means lowering costs, a quick production turnaround and the ability to create short runs.
Tips for designing your signage
An important factor to always consider when creating a sign is the size of it. Not just the overall size of the sign itself, but also the size of the objects within the sign, as well as fonts and texts.
Bigger is not always better. Sometimes having a sign that is too big could end up being a distraction and detracting from your main message. You need people to engage with your sign and take the time to read it.
“Detecting and reading a roadside on-premises sign by a motorist involves a complex series of sequentially occurring events, both mental and physical,” writes the United States Sign Council (USSC) in its guide on legibility rules for signage.
The size of your sign, the lettering and text will determine whether people will take the time to read your message, or simply ignore it.
Therefore, you should always consider factors like viewing distance. What resolution (dpi) should you use for your signage? Will people be viewing your sign up close where a 200 dpi is more suited? Or will they be viewing your signage from a far distance (6m and more) where 75 dpi is better?
When viewing from a distance the human eye can’t make out detail so a lower dpi is necessary to make the image look sharper. As you get closer to the image the dots making up the image become visible so a higher resolution or dpi is required.
Choosing the right printer
Above all else, even if you perfectly execute all the above elements perfectly, if the printer you choose is average, your signage will be average, period.
One way to ensure that your signage comes out as planned is to use Epson’s large format signage printers. They hold the number one spot for in the graphics market for large format signage printers amongst ASEAN countries1.
Epson’s professional printers combine high volume and high-speed production printing with quality print output, along with affordability. Ultimately, this allows printing vendors to drive innovation. Epson’s large format signage printers allow for lower printing costs without a reduction in quality. You can print quality graphics that grab attention for a lower cost and get the product to market faster.
Additionally, this technology means short run signage is now possible. This creates a new market for printing vendors who previously required a certain volume for a run to be profitable. Not all clients require a large run and Epson’s printers mean short runs don’t mean a lower standard of quality.
The printers’ PrecisionCore printhead technology consists of the Thin-Film Piezo print chip built using precision MEMS manufacturing technology for high performance printing. Using no heat, the PrecisionCore print chips enable the development of superior Epson ink formulations that can print across a variety of media ranging from posters and signage banners and other creative installations. Multi-size dot control delivers precision printing for high-volume and high-speed printing applications.
What this means for printing vendors is lower costs and quicker production times without any loss of quality.
- IDC Asia/Pacific Quarterly Large Format Printer Tracker, Q1 2017 – For solvent, eco-solvent and latex ink types. Findings refer to large format printers size “45” & above”.