The best model for in store signs are traffic signs.  They are large, simple, short and clear.  You can see and understand it in a second.  The visuals used are simple as well, such as arrows in certain directions, which is idiot proof.  The contrast of color is very good, and visuals often very intuitive such as toilets, emergency phones or rest zones.

Signs are there to help consumers make better decisions.  At each point of decision making, signs help to improve consumers life by helping them choose, or giving them the right information on the right products to suit their needs and preferences.

Sometimes it is not the design of signs that are at fault, but rather that the message is just too complicated to be communicated simply.  The first step is to simplify the message to one that is easy to understand and communicate, and then design signs to communicate it simply.

Signs that have some activities like motion, blinking lights or changing colors attract twice the amount of attention from consumers.  So dress up your sign to stand out from other signs that are competing for consumers’ attention.

The best placement for signs are in front of where consumers are walking.  In crowded stores, consumers will see where they are walking to avoid crashing into floorstands, product stands or signs.  So signs placed at the side will not be seen as much as signs to the front of consumers’ pathways.  Signs that protrude out, or slanted slightly to face consumers walking pathways will get better visibility.  Gondola ends at end of shelfs are good, as they are facing the direction of consumer pathways.

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