are generally three things to keep in mind when having a sign
Importance and Value of a sign.
Price vs. Cost.
a business, a sign is one of the most important parts of the overall
presentation. It communicates a great deal to the onlooker about the
business. Signs are so powerful, they can
collectively provide a particular ambiance for a street, neighborhood or
Unlike most other short-lived forms of advertising, a sign
is usually in display for years. Much more than just a board with a name on it, a sign has a very
important job to do, and that is to attract; to stand out and get
attention in a world where we're bombarded with various forms of
advertising, and to clearly and concisely communicate in a
very short period of time, usually a few seconds.
At SignWave our
job is to help you project professionalism in whatever business you're
in. Because we understand how signs get read, we often try to get
across the idea that we're not only creating a sign for you, but
your potential customers who will be looking at it.
A well designed
sign/logo is one of the best investments for a business owner, especially
when starting a new business. Do it right the first time and this
will help ensure success in the important formative years of your
(See the "Starting
a Business" and "Logo
Design" pages for more related information).
Design and Layout:
most important aspect of any sign, logo, graphic, web site, etc. is the
Signs are a very unique medium. They don't function the same as
other advertising methods, and require a specific design approach.
This involves utilizing
the elements of
- The conscious use of empty
- The correct use of color
- Being familiar with the anatomy and personalities of typestyles (fonts).
At SignWave, design and
layout are paramount. With over 20 years of experience, formal and
practical training, SignWave offers signage solutions that work.
Computers do not design. They are a fantastic tool but will only output what their users
It is important to
remember that a sign which lacks the component of good design will have a
considerable ongoing cost attached to it, as explained next . . . .
Price vs. Cost:
a big difference.
can be the most cost effective forms of advertising. Compare the
charge for a half page ad in your local newspaper for one day, or
perhaps the monthly rates for yellow page ads. Now
compare these numbers to a one-time fee for a quality sign which will
last for years and work for you 24 hours a day.
been said, "A sign doesn't cost money, it makes
money!" This is only partly true. The adage applies for a
designed sign, and the opposite is true for a poorly designed sign. For example, image A
displays a sign which lacks in the design department. Image B is just one of many different and eye-pleasing ways which the sign could appear.
numbers, if sample A was $100.00 and sample B was $300.00,
which one actually costs more?
cont'd below . . . .
Here we will look
at the difference between "Price" and
"Cost", two words which most of us use
simply what is paid for the sign. Cost however is something
quite different. The cost is determined on a longer term by
whether the sign is doing its job or not. Sample A or
something like it might have an initial low price, but a huge cost in the
long term due to the fact that it's not going to serve the proprietor
well in generating business. In fact, it's likely going to turn
potential customers. Sample B may have a higher
initial price, but will have a very low cost factor as it will pay for
itself quickly by attracting customers and generating business....its intended
job! It will be the "money making sign" to which the aforementioned
adage refers. It is a small investment that really pays off.
The most common mistake we see in the sign industry is a potential
customer going through the yellow pages
and shopping for their sign needs based on the lowest price. This approach is fine
seeking a specific existing retail item (comparing the exact same product),
because you are indeed going to get the very same thing no matter where
it is purchased. But when it comes to signs, we're dealing with
something that is custom designed, something that is visual which will have an effect on
business. Be aware
that you aren't going to get the same thing from each sign shop.
Again, the most important aspect of your sign is its design.
The best approach is to decide upon a budget for your sign needs, and
then seek out a sign shop that has a handle on design.
Generally, try to think more long-term when it comes to signage. As a custom sign shop we offer a wide range of
options and solutions, and
can work within any budget you may have.