Metal signage make a point

Though clear and simple, bold metal signs are often the most effective and clever way of branding and placing a business within the market place. Even today metal signages are the best way to market a product. It can be used in a number of creative applications, specifically in a retail environment where a resilient label is required for the life of the store. Metal signages come with variety and numerous types of metal applications such as powder-coated finish, aluminium, stainless steel, combinations of printing and more are now germane. This gives a retailer ample choice to craft an attractive signage for his store.

Long-term usage

Metal signages are the epitome of longevity and stability. They can be made of every possible metal we can think of.

Santha Gour Mattoo, Founder and director, Planet 3 Studios emphasises, “All recognised metals available like stainless steel, brass, aluminium, copper and so on can be used. Practically for every known metal, we can go ahead and make signages. The metals commonly used are stainless steel and aluminium. They are used more on the outside of stores because they are resistant to climate.” These signages are usually used by stores, which do not want to change their signages for a long time.

Sandy Dubbs, Owner, Metal Logos & more! Tells, “Although there are many materials used in signage, metal is the standard for the industry. Metal means stability and quality. Metal shows that the company cares about their products and customers. Metal shows the height of their professionalism. Metal also means that signs will last many years without replacement or upkeep.” So, for a retailer who wants to make a signage last for an elongated time, this can be his paramount preference. Various forms of metal signages are available to be put to use by a brand. Stamping onto a silver background when the label is to be screwed or riveted can be one option. Engraving into a dark background exposes the natural aluminium for maximum contrast, which is also very effective and can be the other option. MetalPRINT digital printing is ideal for producing a signage with lots of details as used in interpretive signs.

Advantages

Metal signages are most suitable for extreme environments. They are impervious to solvents and grease and oil are perfect for outdoor use. They are also scratch-resistant and wear defiant which gives them an extended existence. Signages can be cut from large size sheets, which gives them maximum flexibility, making an economical use of metal with less wastage. This also gives it the advantage of being available for retailers at a lower price.

Dubbs says, “Advantages of metal signs is that it offers a professional look with long life. At Metal Logos, each sign is made with top craftsmanship that leads to better sales and profit for the companies that purchase from us. Advertising is somewhat overlooked but the impression customers get from a business is what attracts them in the first place and leads them to buy from reputable businesses.”

Further enhancing the role played by metal signages, Mattoo says, “Metal signages have a global life and are scratch-proof unlike plastic or any other material, which can get yellow with age or scratched. They are definitely more durable. If you have to put a signage in an arid environment, then these are sturdier and are not prone to damage.”

So, for those who plan to have longer standing years for their stores should definitely go in for metal signages.

Deterrents

All things carry disadvantages with them as well. In case of metal signages, the aspect that they cannot be changed again and again is its biggest drawback. This means that a retailer cannot change his sign with the evolving trends as and when he wants at the price tag that they come with. Also, in the night hours, it can be a tedious job to try to read these signs, as they are not like LED signs, which are visible and readable even from a distance. A special light has to be put around these signs to make them recognisable. For retail businesses, signs should be illuminated to accomplish communication with potential customers during nighttime hours.

Mattoo elaborates, “It depends on what you are trying to represent. If you are going to change signs soon, then digital signs are a better option as you can change it as and when required. Signages meant to be more permanent in nature should be done in metal. LEDs are more visible from a distance, metal is not. They need to be artificially lit up. Visibility and flexibility are other two advantages that LED signs have over metal signages.”

There are cheaper signs as well that are available in the market too, but they may wear out soon.

Dubbs explains, “Some may consider the initial cost as a deterrent over other choices such as foam or plastic. The cheaper material may well be the correct choice when signs are meant as somewhat temporary or their use short-lived. However, if needed for longer periods of time, the replacement cost of signs that fade, warp, break, or fall down may not be worth the lower cost.”

 

LED’s steal limelight

With time, we have seen a lot of growth in the kinds of signages being used by the stores. Newer and more attractive signages have appeared on the scene. The LED (Light emitting diode) is one such signage. But have they really taken over the market for metal signages?

Says Dubbs, “With the introduction of LEDs, metal signs are still used to house the LEDs, which need to be attached to something. The metal provides a long-lasting carrier for the lighting. The LEDs are used for lighting of various metal signs. Digital signs are a wonderful and new technical advancement in the signage industry: However, their usage and size can have limitations. Digital work in technology is constantly changing in the world of metal signage. Chemical changes in paints, lacquers and finishes mean longer-lasting signs with little or no upkeep required. LED signs work well when information needs to be constantly up-dated.”

Mattoo says, “Metal signages have evolved from being used as toilet signages to something more classier. They would not die out in the time to come, as everything has its own place in the market.”

So we can perceive that the use of metal signages would not die with the advent of new technologies in signages that are in the offing. Using a metal signage can at times also help reflect a brand image which can be helpful for the retailer.

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