CCWC mag Sept-Oct 2020_web

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“Sign, sign, everywhere asignBlockin’ out the scenery,breakin’ my mindDo this, don’t do that,can’t you read the sign?”-Five Man Electrical Band,SignsBy Jennifer HendersonTHE FOUR Cs OFEffective Point-Of-Sale SignageWe expect signage, both digital and print, to do a lot of heavylifting for us–tell customers what to do (and not do), pushproducts and services, including upselling and cross-selling,and reinforce our brand in their mind. Creating high-impact,memorable, effective signage that spurs action and cuts throughvisual clutter is as much a science as it is an art, which meansthat it can be broken down into a number of tried and trueprinciples. To that end, here are the four Cs or key factors toconsider when creating point-of-sale signage that drives results.ConciseWhen it comes to content on signage, less is more. To quotePaul Rand: “A good designer knows how to put information intothe design; a great designer knows which information is notnecessary.” Whether you’re trying to capture people’s eye whilethey’re pumping gas, standing in line at a register, or waitingto use a pay station, you can’t count on having more than a fewseconds of their attention and it may not be undivided. Opt forclear, bold visuals and minimal text, just enough to get yourmessage across. Think of the simplicity of a STOP sign, a bannerthat reads OPEN draped across the front of a new restaurantor the image of a cigarette with a red line slashing through it.They’re all clear, concise and easy to interpret.ContextualSignage doesn’t exist and shouldn’t be designed in a vacuum.What matters equally to the content of the sign is the contextin which it will be viewed. How close will the customer be tothe signage? Will they be looking at it from their car? At whattime of day are they most likely to be seeing the sign? What elsewill they be doing at the time? What other signs or objects willbe competing for their attention? Context informs content anddesign. For example, the number of legible words you can fit ona sign that’s going to be read from 10 feet away is greater thanthe number you can fit on a sign that’s going to be read from20 feet away. Signage that is meant to drive an upsell should bevisible as the customer is waiting to pay to give them time tocontemplate modifying their purchase, but it shouldn’t distractfrom the purchase process itself. You can’t separate a sign fromits context.CohesiveSignage is a key component of overall branding, and as suchinfluences the brand perception of your customers. Your goalshould be to create a cohesive visual brand and messagingacross all channels on which buyers interact with you. Yourwebsite, social media, digital ads, print collateral and on-sitesignage should feel part of a unified whole that is not onlyuniquely you, but that gives customers a sense of comfort andfamiliarity as they interact with you. Colours, typefaces, visualsand messaging should all be on-brand and not compete witheach other or other elements around them.CompellingEffective POS signage drives the customer to take a singleaction, which makes it critical that you identify the goal ofyour signage and align its design and content accordingly. Areyou promoting something? Are you trying to prime customersfor a particular behavior? Are you communicating informationto educate them or shape their behavior? No matter what youwant from your customer, you need to create your signage withthat end goal at the forefront of your mind. Remove any andall extraneous elements. Arrange your information in a clearhierarchy–your call to action should be unmissable, everythingelse can fade into the background. Use high contrast to drawthe eye, but limit typefaces, icons and supplemental visuals toonly those that are absolutely necessary, which is often fewerthan you think. You’re building an urgent, irresistible customerbeacon.Effective signage doesn’t just look good. It informs, educates,compels and, most importantly, sells. Creating point-of-sale signagethat shapes customer behavior is often an iterative processof exploring what works or doesn’t for the audience you’retrying to reach. By keeping the four Cs in mind, you’re well onyour way to driving results with concise, contextual, cohesive,compelling signage.Jennifer Henderson is an account director at Suds Creative, theonly marketing agency dedicated exclusively to data-drivenrevenue optimization for carwash industry clients. She can bereached at jennifer@sudscreative.com44 / SEPTEMBER OCTOBER ISSUE
WIN ATRIP FORTWO TO...Conference in Fort Lauderdale, FloridaJanuary 18-20, 2021 at the beautiful B Ocean Resort.WE WANT TO HEAR FROM YOU!Are you a deserving woman working within the Carwashing industry?Send us your story no later than December 1 st for a chance to win an expensepaid trip for you and a guest to the 3 rd Women in Carwash conference in FortLauderdale, Florida. Sponsored by Transchem Group, this special opportunity willinclude flight, hotel and two full conference passes. All you have to do is submityour story in 500 words or less that describes why you deserve to attend theWomen in Carwash conference. A panel of industry peers will choose the winner.The contest winner will be announced and contacted by December 15 th , 2020.To submit your entry or learn more,go to www.womenincarwash.comDeadline for entries is December 1 st , 2020.EVENT SPONSORED BYCONTEST FUNDED BY THE PLATINUM SPONSORSTranschem Group has over 40 years of experience and strives to deliver superior quality carwash equipment, products and services for our customers through innovation, leadership,and partnerships. We are proud to support and participate in this years 2020 Women inCarwash ConferenceCONVENIENCE & CARWASH CANADA / 45
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