Signage

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Are Your Signs Doing Their Job?
From the signage outside your window introducing your latest menu addition, to table tents and menu boards, to window decals, to the signs on the restroom doors -- signs are everywhere in today's restaurants. These seemingly insignificant details can have a major impact on the image you project. Restaurateurs from all types of operations understand the importance of signage and printed point of sale materials that promote menu choices and other key messages.

Here are some of the things to keep in mind when designing signage for your establishment:

Begin by asking, "What is the purpose of this sign?"
Remember that signs not only reflect the image you wish to project, they also communicate important information about your business and can change the purchasing behaviors of your customers.
Are your signs consistent with your brand?
There's more to a sign than words. Make sure the signs you use convey the same image you want your customers to associate with your establishment. Before you worry about the message on the sign, think about how it should look if it is going to fit with your image.
How long will the sign be used?
For signs that will be displayed for a long time, consider using a sign that allows changeable type. Changeable copy and temporary window signs are effective in encouraging a variation from a customer's consumption patterns at an affordable price.
Where will the sign be placed in relation to your customer?
Consider the visibility of your signs. Depending on placement, certain elements must be considered including moisture, temperature changes, and exposure to sunlight. Put yourself in the shoes of your customer. From the reader's viewpoint, will the message of your sign be easily visible and quickly understood?
What environment will the sign be exposed to?
You can print your message on many different materials to suit any environment or use -- such as card stock, foam-core, plastic, styrene, vinyl, fabric, wood or glass. If the sign will be used outside, make sure it is designed to resist moisture, fading, and the rigors of the outdoors. If the sign is for indoor use, choose materials that will stand up to cleaning and match your décor.
What's the best way to attract customers' attention?
In some cases a window decal may be just the way, but the options don't stop there -- your options include banners, flags, posters, table covers, static clings, mobiles, floor decals, packaging, light boxes, high-tech motorized signs and much more. Your imagination is your only limit.
Does it make sense?
Finally, and most importantly, test your sign's message on an impartial observer before putting it into use. A sign always makes sense to the person who made it. Take the time to make sure your customers will understand your message. Make it short, concise and clear. Sometimes the things we take for granted need to be spelled out for a sign to make sense. Sometimes they don't. You can't tell for sure until you test it -- so test it before you spend the money to print it!

Have more questions about signage? Contact your local Food Services of America Marketing Specialist for information about signage resources in your area.