The Tribune

THE ART OF GRAPHIX

By Deidre Bastian

Have you considered the impact that a sign can have on your business? Many merchants increase their business measurably just by adding good signage. Conversely, many entrepreneurs have gone out of business due to the fact that not enough potential customers knew of their existence.

A sign is your introduction and handshake with shoppers passing by. Signs are always ‘on the job’, advertising 24 hours a day, 365 days a year, and are one of the most efficient and effective means of communication if people need to find you.

Some companies choose to advertise with commercials on television, radio, print advertising, billboards newspapers or magazines. These are great choices but can be expensive over time. Nonetheless, when we cannot talk to people directly we put up signs: ‘wet paint’, ‘beware of dog’, ‘entrance’, ‘garage sale’, ‘keep out’.

But let’s put the “cream on the cracker”, as Bill Cunningham (TV talk show host) would say, and discuss what a sign can do for your business investment.

In short, signs tell potential customers who and where you are, and what you are selling. Signs perform various communication functions such as: ‘give information’, ‘direction’, ‘street advertising’, and can also become an integral part of landscaping and image building.

Not to get off point, but speaking of image building, I was made to understand that the re-naming of the Paradise Island Bridge to Sir Sidney Poitier Bridge last week was an excellent example of ‘image building and landscaping’ for the Bahamas.

Let’s picture a large illuminating sign that reads: “We are now approaching the ‘Sir Sidney Poitier Bridge’, or who knows, possibly one day we’ll see a John ‘Chippie’ Chipman, Count Bernardino, Peanuts Taylor, ‘Golden Boys’ or a Sir Durward Knowles signage? Yes, “patience and time”, I believe, are still the two most powerful warriors. But surely signs can really complement and develop a landscape status if thought out properly!

Signs are especially vital for travellers who are new to a community, or to a business located in an area that is not visible or influential. Your sign can overcome this disability. For example, when your site is located off a busy street or in an area that is not easily accessible, your sign can communicate to passers several blocks away.

A sign needs to be large enough to read, so ensure your message is clear, simple and brief. Focus on key words, as strange names may only confuse rather than communicate. The clearer the message, the more impact it delivers.

Don’t forget to consider Town Planning regulations before you discuss a design with a graphic designer, as some signs are not allowed in certain zoning communities. Most professional designers should be aware of sign regulations that conform to zoning laws.

In this same wheel, special skills or resources are not necessary to operate a sign once it has been installed, as new technology makes it easier to save on sign light materials without sacrificing effects. If it is illuminated, you only need to flip the switches, which may not even be necessary with timing equipment.

Signs do not waste your resources or advertising coverage, and there is no need to schedule the use of your sign, as it is always on the job and available to you, repeating your message over and over again, 24 hours a day, seven days a week, month after month and year after year.

The manufacturing of a sign is very important, especially when considering colour, durability, flexibility, lettering, shape, daytime versus night-time lighting conditions and extreme weather conditions.

To test your sign’s legibility, drive past your business and see how it reads from a distance, both day and night. Some signs are difficult to read because of illumination problems such as street light glare, or shadows from nearby buildings.

Now here’s the long-awaited question: How much should a sign cost? Signs vary and may be an expensive outlay in the beginning, but it will not be a constant payout when compared to the cost of advertising in other media. As a matter of fact, there is no better advertising dollar value than your business sign. You will love yourself for this investment later.

To this end, do not allow your business to become obsolete because potential customers did not know of your existence. You owe your business good image representation, especially now as the Christmas season is upon us. Until we meet again, fill your life with memories rather than regrets. Enjoy life and stay on top of your game!

NB: Columnist welcomes feedback at deedee2111@hotmail.com

About the Columnist: Ms. Bastian is a trained graphic designer. She has trained at many institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.