When you communicate with your client or customer base, you’ll want to do so in a way that speaks to them. That means knowing who it is you’re communicating with, what sort of graphic elements would speak to them, and of course, which elements would turn them off. Before knowing just what to incorporate into your sign, you’ll need to know some details about your target audience.
Define your target audience
Demographics such as age, gender, income level, and geographic location provide some insights into who typically uses your product or service. Keep in mind, however, that your target audience is more than these statistics. Think about the sort of lifestyles that members of your target audience have. What sort of hobbies do they partake in? What products would they routinely buy or use? How do they spend their leisure time?
Ask yourself those questions and try to visualize yourself as a member of your target audience. Then you can have an idea as to what visuals – pictures, typography, colours – would capture their attention.
Choosing the right colours
The colours you use on your sign will impact who it will appeal to. Colours are connected with human emotions, so think about the sort of emotional reaction you want to create in your viewers when they see your sign. The colours you use will set a certain mood for the sign, and you want that mood to match with what your target audience would respond to positively.
For example, if you have a target audience that is male-skewed, you’ll want your sign to incorporate colours that are associated with masculinity such as red and blue. If your target audience is people in the market for bedding and bedroom furniture, you might opt for light pastels to evoke a soft, relaxing, and tranquil mood.
The pictures that you use in your sign must not only be reflective of your business and its offerings, but also reflective of the people who will use them. Younger audiences tend to be attracted to colourful, animated images. But if you own a contracting business and your target audience are adult homeowners, you might not want to use a cartoon handyman on your sign. Using the contracting business as an example, their sign could utilize images of tools and pictures of finished home renovations to show professionalism. Those images would showcase what the business offers while also indicating that they can do the job well.
Finding the right font
The font you use to convey your sign’s message also needs to fit with your target audience. For a female-focused target audience, light and feminine fonts may be appropriate. Conversely, heavier, less ornate fonts tend to draw the attention of men.
What (and how much) to write
The text in your sign should let viewers know about your product or service, but it has to be conveyed in a particular way to strike a chord with your target audience. If your audience is young and jovial, your written message can be light and humorous. Also, keep in mind the attention span of your target audience. The shorter the attention span, the shorter your written message should be.
If you’re looking at creating a sign for your target audience but don’t know where to start, contact us and out team will be ready to help. You can also visit our facebook page to learn more on creating signs.