Signages come of age

They create brand recognition.
Signage and its Role in Retail Industry


Signages play a unique role in promoting brand awareness among the customers. They create a recall or a brand identity. They can be in the form of printed posters, banners, bill-boards, hoardings and electronic display systems. Effective signages have the ability to convert a passer by to a potential customer. These are meant not just for store exteriors but play a significant role inside the store as well. The perfect signage for a brand should be one which is aesthetic, attractive and economically viable.


Signages, as is known, help attract a customer. Although, appealing visuals and graphics can play the trick for your brand, it is external signages that provide the first level of contact between the retailer and the customer. Manish Jain, Director, Shark Designs concurs, “Signages are extremely important for a retail store since they establish the first connect of the brand with the consumer. Signages which are thoughtfully designed also help the brands to break the clutter in a crowded marketplace (esp. high streets) and gives the brand an edge above others.” Signages used inside the store play a role of their own. They allow customers to find what they are looking for with ease. They also inform them about ongoing offers and schemes.  They help to increase sale and maximise profits in the long run.

Traditional Signage vs. Digital Signage

Retailers around the globe have moved ahead with time and are going in for more catchy and captivating signage. There has been a shift from using the usual tin boards and flexes to the digital signage systems. Digital signages display information via a simple monitor, flat panel screen or a projector. The messages are customer centric and are meant to appeal the customer. LED (Light Emitting Diode) displays, the latest form of digital signage are operated and controlled using a computer. Digital signage are flexible and can display both graphics and pictures together. They are easy to replicate to different sizes and transport to many locations.


The usual cost of a signage ranges between Rs 250 to Rs 1,000 per sq. ft depending upon the material and the technology being used. However, an ACM and LED used system starts from about Rs 30 per sq. ft and go up to Rs 3,500 per sq. ft.

The larger picture

The scope of digital signages seems to be pretty bright as retail spaces are becoming larger and requirements for sign systems that are efficient in directing and informing have become vital. The future lies in the customer centric interactive signages as compared to the earlier traditional ones.


Material used for making signages

  • Wood
  • Glass
  • Neon MDF
  • Flex
  • Acrylic
  • Tin
  • Mild sheet sections
  • LED scrolls and panels
  • ABS plastic materials
  • Coloured vinyl cut sheets
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