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ShopTalk Award: Best External Signage/A-Board

Posted On - 25/04/2014 08:23:04

What is the Best External Signage/A Board Award?

External signage reinforces and enhances a business' presenceExternal signage reinforces and enhances a business' presence. For businesses signage offers an important promotional channel over their website. Shops can significantly amplify and extend their ‘street presence' over windows alone.

In both cases signs can be used to communicate about the business in places locally and remotely to their location. At their simplest signs locate a business and say "we are here".

This award is open to all businesses and covers all forms of shop and business signage. Our Open Day website will be live and accepting nominations from mid-May. Consider how you could enter Best External Signage/A-Board. You could be the winner.

What kinds of external signage/A boards would count?

The scope for Best External Signage Award: pretty much anything that isn't related to your shop window ot paid advertisingIt's probably easier to describe what's out of scope first: essentially anything related to shop windows (that means anything in or on a window) or paid advertising like billboards – see ‘Best Shop Window' and ‘Best Marketing' for more. All that aside pretty much everything else is in.

In scope are ‘A' Boards, retail facias, hanging/swing/blade signs (the ones that stick out sideways), awnings and canopies, banners, flag signs, vehicle graphics and so on.

Any signage related to stating the presence and purpose of the business – be that B2C or B2B - can be considered. Anything at all - as long as it's a sign that's not in your shop window. Use your imagination.

What's more, signs don't have to be ‘at' the business – so stuff that's elsewhere is in scope.

This means things like signs at the entrance to business parks would be included.

Or maybe a sign on a sponsored roundabout. A sign cable tied to a lamp-post at a road junstion. Banners on other buildings' gable ends. Signs for your business or shop sited at your home. The scope really is that wide.

What makes a great external sign and/or A board?

Signs are locators. They declare your presenceSigns are locators.

They declare your presence.

They are devices to help people find you.

They give people an understanding of what you do.

They might even show people how to find you.

They're a form of marketing as they literally ‘raise awareness' of where you are.

Signs can also be used to sell: A Boards and banners are often used for dedicated promotions.

Whatever the case, whatever the sign, one thing is consistently true – what makes for a great external sign is clarity. That starts with the message - is what you're saying easy to understand? It then means things like visibility - that refers to both being sited somewhere prominent and having a design that's conspicuous. The design must readily represent you and be easy to read - that means uncluttered. There must be no need for second glances.

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