Typical advertisements have lost their impact on individuals. In such an upbeat world, people rarely pay attention to images and videos. Such problems call for innovative solutions. Architectural signage uses buildings to market and represents a brand.
Unique artwork incorporated into buildings can be unique to a company or institution, and such a substantial representation will not go overlooked.
What is Architectural Signage
These custom-made signages are commercial or public display signs incorporated into architectural structures such as offices or campuses. These signages are often large and help in identifying the brand or making a building unique. These signages are revolutionary to the advertising and marketing department.
Types of Architectural Signages
There are three very disparate types of architectural signages – one for branding, another for important information, and another for wayfinding.
Everyone has come across such signages in large buildings. They make structures more navigable. Hospitals and malls require large boards that detail the location of various services. Easy navigation is essential for healthcare services, and in the case of malls, it makes shopping a less stressful experience.
For commercial purposes such as banks and malls, accessibility of services can draw in more clients and hence, having aesthetic and functional signages is very important for brand image.
On the other hand, branding signages focus on being unique, intricate, and very engaging. These signages help distinguish structures associated with a brand from other buildings.
Signages that command everyone’s attention help exponentially in ensuring that the public notices a brand. This tool is perfect for advertisement and marketing.
Anything placed on a board for long-term usage is considered signage. Some signages are mass-produced; for example, “Silence please” are typical signages for libraries. Some brands, however, opt for customised signages to improve brand image and maintain quality signages.
Quality Checks for Signages
Most mass-produced signages save costs by fabricating signs using cheap and flimsy metal frames. They skin the frame with the thinnest material possible. While this saves cost, it also compromises the quality of the signages by resulting in a skinny and uneven panel surface.
These inconsistencies are easy to spot even from a distance and communicates a very cheap identity.
Cheap vinyl can also peel off, and faded signages don’t do a great job of engaging public attention. The highest quality signages used direct printing or exterior vinyl that can last for decades.
On the other hand, cheap acrylic stickers found on most lighted signs have the least durability.
One overlooks light colours and thin fonts easily. Brands can receive poor signage designs by either designing them themselves or enlisting the services of a cheap designer. The main issue is inexperience.
With visual signages, the ability to engage the attention of consumers is integral. With engagement, the signage doesn’t fulfil its purpose. If one notices the signage, such a poor design can also leave people exasperated or disappointed, which leaves a poor impression of the brand.
Why is this Important?
Cheap and commercially produced signages can damage the image of a brand. Simultaneously, one that doesn’t use any signages can lose consumers to competitors that offer more convenient services.
Quality signages are custom-made and could last for decades. These tools contribute a lot to marketing and branding. It is for this reason why companies that focus on bringing in clients should grab this opportunity.
Startups use over 15% of their revenue in marketing, while well-grounded brands hover around 8-11%. This amount translates into a significant amount of money, making these revolutionary advertisement tools very popular.