We were commissioned to create an information sign for The Wallyford memorial stone, which is in memory of the 38 miners who lost their lives in the Wallyford collieries between 1857 and 1904. Wallyford is a small village in East Lothian on the road between Newbattle Abbey and Prestonpans. 

Exterior Signage is Important For Your Business

Exterior signage is a critical component of any business’s marketing and branding strategy. It’s not just a marker indicating the physical location of a business; it’s a powerful communication tool that can attract customers, convey brand identity, and make a lasting impression. In a bustling marketplace, well-designed exterior signage can be the differentiator that sets a business apart from its competitors.

1. First Impressions Matter: The exterior sign is often the first point of contact between a business and its potential customers. It needs to be eye-catching and reflective of what the business stands for. A sign with a unique design, striking colours, and clear typography can capture the attention of passersby and turn them into potential customers. This initial interaction can set the tone for the customer experience.
2. Brand Reinforcement: Consistent branding is key in building a strong business identity. An exterior sign should align with the business’s overall branding strategy, including the use of logos, colours, and fonts that are consistent with other marketing materials. This consistency helps in reinforcing brand recognition and recall, making it easier for customers to remember and return.
3. Visibility and Legibility: A sign must be visible and legible from a distance to be effective. This requires careful consideration of factors like size, font, colour contrast, and lighting. Illuminated signs or LED displays can be particularly effective in increasing visibility during the evening or in low-light conditions, ensuring that the business stands out at all times.
4. Communicating Business Essence: The design of the sign should communicate something about the business’s services or products. For example, a restaurant might use imagery of food or a stylised font to convey a sense of warmth and hospitality. A tech company might opt for a more modern, sleek design to communicate innovation and efficiency.
5. Encouraging Action: Good signage can also encourage potential customers to take action. This could be in the form of promotional messaging, like special deals or discounts, or more direct calls to action such as “Visit Us Today!” or “Call Now!”
6. Durability and Maintenance: Exterior signs are exposed to the elements, so it’s important they are made of durable materials and are easy to maintain. A sign that is weather-worn or in disrepair can negatively impact a business’s image. Regular maintenance ensures the sign remains as impactful as the day it was installed.
7. Compliance and Permits: It’s essential to be aware of local regulations and laws regarding signage. Obtaining the necessary permits and ensuring compliance with local guidelines can prevent legal issues and fines.
8. Location and Placement: The location of the sign is as important as its design. It should be placed in a spot where it’s most visible to the target audience, whether that’s pedestrians on a busy street, drivers on a highway, or shoppers in a mall.
9. Digital Signage: In the digital age, incorporating digital elements into exterior signage can be highly effective. Digital screens offer the flexibility to change messages easily and can be used to display dynamic content like videos, animations, or real-time information.
10. Sustainable Practices: With growing awareness about environmental issues, businesses can consider eco-friendly options for their signage. This includes using sustainable materials, energy-efficient lighting, and recyclable components.

In conclusion, exterior signage is much more than just a nameplate for a business. It’s a multifaceted marketing tool that, when effectively utilised, can greatly enhance brand visibility, attract new customers, and ultimately contribute to the success of a business.