A number of businesses underestimate the power of architectural signage. An organization that embraces the potential and creates a powerful sign will see a direct increase in customer traffic and profitability.

The Power of the Sign

Architectural signage is not just a label on your building. It is a powerful advertisement. If you tried to put a billboard that big on your property, it would probably violate city ordinances. But a sign on the building allows you to promote your business and attract new customers.

Often the first thing people see as they approach your business is the architectural signage. It sets the mood. A sloppy, amateurish sign tells people you are a sloppy, amateurish business. A well designed display instills in customers a sense of confidence in your business.

The sign also says a lot about what kind of business you are. An insurance company and a nightclub aren't likely to use the same style of sign because they aren't trying to create the same image in the marketplace.

Architectural Signage Is About Architecture

To make the most powerful statement, architectural signage should be designed to complement the style of the building. It should merge into the overall look of the business, not but placed upon it. Ideally, it should be physically integrated into the building.

However even if your business is using a rented building, you can still create architectural signage that takes advantage of the natural features of the building's architecture and surroundings. Again, consider the statement you are making. You don't want to say, "We are here just temporarily." You want to become an icon in the area, a permanent fixture in the customer's mind, and the permanence of your sign does a lot to create and reinforce that message.

Integrate Your Own Style

The design of the architectural signage should also consider your business identity and branding. All exterior signage from parking arrows to window graphics should work with the main sign to create a unified theme. Depending on whether you own or rent the building you might have limited control over other signage, but as much as possible you should create a single, powerful image.

This image should continue inside the business. Interior visual displays should match the theme. Even signs on the restrooms should incorporate the style you are trying to create. These images work together to create strong branding in the minds of customers. The visual identity of your business is a powerful promotional tool.

There are many marketing studies that have demonstrated that effective architectural signage has a direct effect on the profitability of a business. Companies need every advantage they can get in today's competitive world. The money spent on well-designed, professional signage will be recouped in no time.