Summer2020_SSCWN_web

Cwguy.com’s
‘Random Thoughts’
Lost for Words
Is your signing sending
the wrong message?
I have been to my share of car washes. I have
toured car washes. I have made special trips just
to look at a car wash. I have helped people with
their issues at their car wash. I have taken the long
way home from trips just to stop by even more car
washes. Believe me: I have seen a lot of operations,
which means I have also seen a lot of car wash
signs. From the good to the bad to the just plain
unintelligible. I have seen it all.
Business owners need signs. Legally we are required
to have some. State tax signs, automatic
signs, changer signs, vacuum signs, and ones explaining
how everything works…. you get the idea.
But you have to admit no one, not even the owner,
reads some of these signs. I was reading a post the
other day and someone came up with their own design
for a vacuum sticker. The sticker wording really
made no sense. I said to myself, “Where did he get
this wording from?” Well, it was the original vacuum
sign, set up by some engineer that explains how
to use the vacuum. Now I understand why some
people can get confused while visiting a self serve,
because even when someone actually does read a
sign it does not make any sense, or fails to properly
explain the rules or how to use the equipment.
My point is this: Signs need to make sense for
normal people. I have read lots of signs that do not
make sense for normal people. So, these are my
rules for signs that are in a self-service bay:
RULE 1: Limit the amount: I have been to
way too many car washes that have way too many
signs. Also, no one ever reads them when there are
too many. My arbitrary number for the number of
custom signage inside a bay is 2.
RULE 2: Use illustrations: All signs should
be illustrated in some way. The standard function
picture signs are great examples.
RULE 3: Limit the chemical, manufacturer
or distributor names or branding:
Never include a chemical company name on your
signs even if they are free. For a manufacturer or
distributor, make sure no phone numbers are on
the signs. If customers get desperate enough, they
will call that number. Plus, you might switch
chemical companies at some point.
RULE 4: Watch your Font Size: I commonly
see signs have too small of a font…. But I
have seen some with too large of a font also. You
need to see the font before you print the sign.
Make sure you can read it from a fair distance.
Make sure the font isn’t too fancy and also make
sure it doesn’t “scream” at the customers.
RULE 5: Do not Cluster: The only thing
worse than too many signs are having lots of signs
bunched together. The human brain can process
just so much information at one time. I understand
that some or all of the signs are important, but
having clusters of signs will just make customers
ignore everything.
RULE 6: Edit your Credit Card Signs:
These are always confusing because even if you
purchase a new meter box, the credit card is an
add-on device. Basically, the credit card is not designed
to be there. So, you have to have instructions
to inform customers to use the swiper and at what
point to use it. The location of the swiper is important
also…. I also never understand why they still
add bill acceptors in new meter boxes…. They clutter
the boxes and seem to be irrelevant with credit
cards. But that topic is for another column.
RULE 7: Do you Need Changer/Vending
Signs? These signs in bays are debatable, I admit.
I can see how some owners might like having the
signs, but they are usually overkill. I have been to
locations where a map and legend is a good idea.
But if your location is shaped like a rectangle, they
are either in the front or the back and usually do
not require a sign.
I must admit... I have owned a car washes for
over 16 years and I do realize that I always wondered
how I could possibly get a question like,
“Where is your changer?”….while talking In front
of my changer. But instead of installing the “changer”
signs, let’s just think about this: Do you honestly
believe some individuals would notice the
“changer” sign in any of the bays, at the end of any
of the bays and on the top of the changers? This
individual is just overwhelmed and will not notice
anything. Less signage, not more, would probably
help. Let’s also remember the changer also has
signs on them and also directions which could also
overwhelm customers.
Plus, try learning from my lesson…. I was collecting
money one day in a drop safe. Someone
was spraying out the back of their truck, which
basically went directly into my face. I told the guy,
“You cannot spray out the back of your truck….
Can’t you read the sign?” I said this while pointing
at the sign. His reply was, “No, actually I cannot
read.” So, when I say you should illustrate instructions
for people that will not read the sign…. I also
mean for people who cannot read.
I would also love to see your car wash and the
signage you have at your locations…. Please send
me your car wash pictures at wilsoe@gmail.com.
Eric Wilson is a self-serve car wash owner who also blogs online on the popular and very funny website, cwguy.com.
14 • SUMMER 2020