Choosing the right contents for the outside of your store is key to attracting and keeping customers. Visuals can make or break a business - a store's exterior display is equally important as its logo for intriguing consumers. Color, material and even font can heavily influence buyers, both consciously and subconsciously.
But small business owners do not need to invest in an expensive designer to take advantage of powerful images. Consider the following when deciding on decorations, but be sure to add your own creative flair when picking the perfect ornaments.
Select your signage with care
The sign will be the first thing your consumers see upon passing your shop, so it should not only reflect your brand and offerings, but be intriguing enough to spark curiosity among people walking by the shop. One of the biggest factors affecting customer engagement is color, and while some people may select shades due to their own personal preferences, researchers have found that certain hues may influence whether people purchase or not.
Red, for example, is associated with attraction and excitement, and is frequently used in companies' design strategies. It is typically paired with yellow, which can inspire the correct amount of loudness when used in moderation. However, using too much of this hue can be disastrous, as it may be too hard on some people's eyes, leading to strain or headaches. Companies should match their shades to their offerings, taking advantage of color psychology to help promote their brands. Businesses selling organic or natural products should stick to greens and browns, as they represent the Earth and are typically associated with the environment. Those offering services to customers should opt for blues, which represent tranquility and happiness.
Additionally, business owners should pick a font that is easy to read. Companies that employ the use of sans serif fonts - such as Helvetica or Arial - have seen success, as these fonts have performed well with viewers in the past.
Design your displays diligently
Whether your space has a window or not, setting up meaningful displays is one of the best ways to spark intrigue among potential customers. These set-ups should accurately inform consumers about the business' functions and capabilities. For example, small business owners could present tables that promote their store's offerings and how products could help consumers. An arts and crafts retailer may opt for a station that shows visitors how to craft their own do-it-yourself project, while a hardware store may have a layout for simple renovations to enhance a home.
Update often - but don't go overboard
Keeping in-store displays current and regularly updated is key, but small business owners should not feel compelled to alter their signs or basic color schemes, as changing a brand too often may lead consumers to lose their ability to recognize the business and its offerings. After picking the perfect sign - along with ideal colors, shapes and fonts - businesses should not change them unless they alter their entire brand strategy. For example, if a company decides to refocus its operations and the basics of its production, changing the sign would be beneficial, as consumers could now identify the rebranding through improved signage and marketing materials.