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In the highly competitive retail sector, standing out in an increasingly crowded market place is essential to ensure your business stays ahead of the curve and continues to thrive.

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If you’re retailing in a physical store, you have lots of opportunities to create an environment and experience that customers will want to spend money in and come back to.

Research suggest that marketing to all the senses – sight, smell, taste, touch and hearing – can be a great way to really engage customers and boost sales.

So clever use of lighting and music for business is a great way to enhance a shopper’s experience, and companies such as can advise on a range of in store media options.

But what about your signage? How can you create an impact and make it memorable?

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Keep It Simple

Don’t write a hundred words on your signage if ten will do. In today’s world, where brevity is a way of life, too many words on your signage will put people off, and they probably won’t have time to read all of it. Proof your copy, cut it back and then repeat until you’re just left with the point you actually want to make.

Testing, Testing

To make sure that your signage appeals to the masses, you must test it out rigorously. Many people have contrasting views of the same thing because their brains are programmed differently. Remember the dress that swept social media in 2015? Some saw white and gold, while others saw blue and black. According to the Independent, how you see the colours depends whether you’re a night owl or a morning lark.

Bearing this in mind, it’s worth getting a good cross-section of people to look at your signage before it goes live.

Keep It Fun

Often the thing that will grab a person’s attention is something that doesn’t seem quite right and makes them do a double take, so the use of a pun or joke can make signage more eye-catching and appealing.

Signage can be a great way to attract new customers if it’s done well. It also provides retailers with an avenue to showcase a little of their brand’s personality. So think about it carefully, invest the time in getting it right and, most of all, enjoy the journey of creating it.

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