When More is Less

Two days ago, less wasn't more. Today, more is less. In this design, which took less than 5 minutes or so on Esigns.com's custom design software, we have the same special as previously discussed.

Instead of a plain yellow background with black text, we had some fun with the text, selecting a couple different fonts, threw in some color to get noticed (both the background and the text) and then livened things up with a few images.

So, does this vinyl banner do the trick? Even though it was my 5 minute sign-child, I'd be ashamed of it. This is a design that not even a mother could love and we'd have to tie a pork chop around it so the family dog would buy a banner based on seeing it.

It really is too much. There's 4 different fonts, some of which aren't really legible (even aside from being small, can you imagine trying to read the fine print on the post-it note driving by at 35 miles an hour?

There's a bit of a disconnect with the images - what is this company about? Umbrellas, America, Banners...while they're all great things that can work great together, in this design the images are somewhat baffling. Why are they there?

I could keep going, and I'm sure you could too, but lets refocus on what works on this sign. Out of all the disparate items, just one really stands out. The word Banners stands out for several reasons. The font is made to be read, the color contrast sets it apart from the rest, and the outline around the text makes it pop.

So what should be taken away from these last two posts? Keep it simple, yet eye-catching. Use your logos or images that relate directly to what your business signs are about. Make sure you have great color contrast for visibility.

And lastly, have fun when you're designing your custom signs.

When Less isn't More for Custom Signs

The phrase "less is more" is sometimes tossed around when it comes to signage Afterall, if your signs are too busy, the message gets lost in the clutter.

At the same time, minimalism isn't always a good thing. To the right, are two designs, both advertising the same things (a Buy 1 Get 1 Free Sale and Free Shipping).

The top design is definitely less, despite the use of colors that contrast nicely for visibility.

The bottom design, while using smaller text, still gets the message across just as nicely but it goes a few steps further.

It calls out for attention with its colors, which, by the way, tie back with all of www.esigns.com other marketing materials and even our logo - gotta be branded. It feels more friendly and inviting - who doesn't want to get into a paint fight sans paintballs (while fun, you definitely feel it)?

Aesthetics aside, cost is always an important factor. ROI (Return on Investment) is at the bottom of any marketing agenda. So, which of these two designs costs more to purchase?

Neither. So long as they're the same size, they're the same price, regardless of how many colors used.

With that said, which is more likely to attract attention? So, while less is more when it comes to clutter, there is a definite line between plain and great. We like printing great looking banners because they're just better...and we feel your business deserves better.

And if you're interested in taking advantage of the above offer, just use "Esigns-Banners" during the first step of the checkout process.

Till Next Time...

Doing More for Your Business

Chances are, if you're familiar with Esigns, you've got vinyl banners. Not just any banners but some really awesome banners (no, not because we printed them, but because they're yours). And maybe about now, you're looking at adding more to your business' advertising repetoire but you're unsure of where to start.

While I'd like to say just start at http://www.esigns.com/, that wouldn't be right. Instead, Google your local muncipalities sign codes. For instance, we're located in Brighton, MI and searching for "Brighton, MI sign code" turns up 425,000 results...a lot, but the first two are all I need - "The Official Municipal Website" and a page from that site title "Temporary Signs, City of..."

Of course, most muncipal codes are written in gov-speak that makes IRS circulars look like something penned by Faulkner...perhaps Absalom, Absalom. But if you read enough of them, you know what to look for even if its not a great Americal novel.

If not, contact them - there's nothing worse than ordering A-Frame Sidewalk Signs to promote a big sale and draw in the foot traffic than to get it and be told you can't use them. More often than not, you'll find that what you're looking for is allowed, just sometimes pending certain restrictions which are usually tolerable.

Once you know what additional signage you can bring to bear on your potential customers, you should be all set to grab that branded look of your business (that's hopefully already on some of your custom signs) and get to work adding more to you arsenal.

Cause if people don't know what you're about, they're not about to frequent your establishment.

Till Next Time...

The Importance of Branding

Yesterday, I briefly mentioned the need to brand your vinyl banners to your business. So, why do you need to brand your signage? The market is really one big, open grazing range and your marketing objectives are kinda like cattle. If people can't tell your fat beef cows from the the guy's down the street, well, that a problem.

Granted, cows are always a problem seeing as how a lot people view them as a commodity compared to a brand. Maybe its because it all looks the same for most people - white plastic or foam base, red meat, clear plastic, and some numbers that tell you which is leaner than others. Beyond that, who knows where it came from?

And your product, if you don't brand properly, ends up being viewed just like that in your customer's mind. Now it does take more than fancy packaging to get and retain customers, and we'll cover that later on, but the brand is important.

So, your customers need to be able to readily identify your product, service, or business, and this needs to be done across the board, for everything. You can't have a disconnect, as they'll pick up on it. If you have a vinyl banner, it needs to convey your message while telling them it is yours - it needs to be yours.

And yeah, branding is hard work - you need to generate a consistent look and message across all aspects of your business, and this is often easier said than done. But it must be done because your customers deserve it and, as they're probably discerning, intelligent folk, if you don't live up to your brand and image, they'll find someone who can, because as Oscar Wilde said in The Importance of Being Earnest, "My dear Algy, you talk exactly as if you were a dentist. It is very vulgar to talk like a dentist when one isn't a dentist. It produces a false impression..."

Now if you're feeling like you're in the land of Oz, with cows and dentists oh my, its high time to don the slippers and get back to work. If you've not branded your business yet, please, for your sake and ours (cause we love to printing signs for you) spend some time, think about it, and then do it.

Review your storefront, your uniforms, employees, vinyl banners, everything. Are they conveying the right message, and is the message consistent everywhere you look?

Not sure? Order a free, branded sample pack and see how your marketing materials compare - just don't forget, its more than just the signage, but the store and staff as well.

Till Next Time...

The Role of Banners in Advertising

While I'm all about the vinyl banners, some people aren't sold, and justifiably so. With any product, there needs to be a plan in place beyond just, "Buy a Banner." Sure, you can get anything you want printed, and it may look fantomenal (fantastic/phenomenal - get used to new words cause like Lewis Carroll, I've no problem inventing them), but will it be enough on its own?

Depends on what its for, really, and even if it is good on its own, the more important question is could it be better with more? This answer is a resounding yes, but not more on the banner (spend time getting the balance right with text and images, so that your design looks great while being simple enough to convey the message).

As for more, I'm not going to talk about A-Frame signs, or yard signs, because the add-on sale would be nice, we're not interested in the one-off sale that a poorly thought out additional might create. What is more important is branding.

Awhile back, we had the opportunity to provide banners for several Borders locations across the country. They were doing a national sale and wanted banners and yard signs to help get the message out locally. In addition to the banners, loudly proclaiming for all to see "Sidewalk Sale," they also had decals in their windows, counter-top displays, the company website mentioning it...in short, a campaign.

They rolled out different aspects at their set times and made sure that as many people as possible knew about it. The banners where branded with their look, so anyone seeing them didn't need to do more than scan them to get the message...they were having a big sale.

This look was the same on all of the marketing material and always has been fairly constant, so that anyone vaguely familiar with them always knows who the message is coming from.

They used the banners to get the local traffic (pedestrian, auto, etc) interested, but also combined it with other items, like our yard signs, to make sure the message stayed in front of their potential customers.

So while vinyl banners can be effective, make sure you're doing all you can for your business, because we like to think of our banners as another employee for you. One that while work rain or shine, 24/8 (our banners believe in an 8 day work week because they're just that awesome), but like any employee, they need the proper support from you to really excel at their job.

So, make sure that you're not just buying banners to buy banners, but that you're branding them with your message, and following that up with a campaign that will help your business flourish.

Till next time...