There is a psychological phenomenon called “habituation” which indicates a decrease in response to a particular stimulus after repeated presentations. It’s one of the reasons that we change our online specials at eSigns.com every week. For example, a new ring tone on your Smart Phone may shake you and others out of your familiarity zone initially, but after you’ve heard it over and over again, you become accustomed to the noise making your response to the sound to diminish. This diminished response is habituation.
Signs that have been in the same place for a long period of time are also more likely to go unnoticed and simply be ignored. That’s why a new billboard on the freeway, or a new sidewalk sign along your walking path is more likely to catch your attention than the same recurring signs you pass every day. New or updated signage works the same way.
If your promotional message has not changed recently, we recommend changing the layout of your signage frequently to constantly re-engage your audience. Take a look at the last time you changed the signs you use to promote your business. Are they the same? If s, maybe it’s time to freshen up your print campaigns with some fresh new graphics and action messages.
Good Questions to Ask When Thinking of Updating Your Signage
+ Have any of your prices changed?
+ Have any of your policies changed?
+ Have any of your service offerings, hours of operation, or fees changed?
If you answered yes to any of the above questions, it would be a good idea to evaluate your current signs to determine whether these changes are accurately reflected in your print message. Also while evaluating any changes that might be needed to your current message, it is also a good idea to evaluate the physical condition of your signs to ensure your visual presentation is portraying your brand professionally opposed to presenting your brand with old and tattered signs.
One of the ways to ensure you are not using old signs in your print ads is to use use indelible pen to mark the back of your signs with the date they were created. If you cannot access the back of the sign, create a numerical code that only you can decipher and use it to indicate the date of your sign in small print on the front. Once your signs have been documented in this manner, keep a sign log book that can be reviewed monthly to easily evaluate any potential signs that may need to be re-printed.
By ensuring that your current policies are represented in all your signs, will also go along way in keeping your customers happy. As an example, if an old sign reflects a policy that is no longer in effect, it can be very awkward to explain why a policy that is posted on your wall is no longer honored by your business.
At the very lease, one should schedule a quarterly review of all the signage your business uses to represent your messages. After evaluating which signs you need to reprint, think of eSigns.com to help you with your sign re-printing needs.