See The Signs Of The Times

I have to admit that I have an interest in advertising and signs

. I lived in Japan for a couple of years, and in both Tokyo and Osaka there are large electronics shopping districts. Both places are plastered with neon and LED signs, inviting potential customers in to see the great deals that every shop has to offer. One thing that might be disconcerting to some is when the live cameras come online, and you end up seeing a giant version of yourself being broadcast on a monitor on the side of a building, several stories high.

As intense as the outdoor at-store signage is, the in-store signage is even more overwhelming. Remember, the whole purpose of signage is to shout out to the potential customer, saying, "Here, this is the product that you absolutely cannot live without! Buy it now at this amazing price and take it home today!" Well, in those shopping districts in Japan, there are signs that really do say all that, out loud, screaming across the store.

And it seems like there is in-store signage for almost every product. I wouldn't expect anything different, since products are made to be sold, and it is the selling of products that keeps retailers, wholesalers, franchises, and manufacturers in business. In reality, most people have a sign in form or another to thank for their lifestyle and livelihood.

If a sign doesn't catch your eye, either in-store or at-store, it has failed in it's purpose. Truly great signs will stick with you long after you have left the store, regardless of whether you ended up purchasing the product. Most people take about seven looks before the purchase something, so a sign that keeps drawing the customer's eyes back are the ones that are usually the most successful, even if the sign itself is more or less irrelevant to the product. Think about it; what do good looking girls in bikinis really have to do with soft drinks, tea, or beer? Pretty much nothing, but in Japan, bikini-clad models are used to sell just about every product under the sun.

If you're in business, you know how much of a difference the right signage can make. If you have products and services that just aren't moving off of the shelves, or if your walk-in traffic just seems to keep walking by, you really need to consider what changes you can make in the signs both outside and inside your store. That might be all the change necessary to move your business to the next level of success.

by: Art Gib

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