Merchandising Tour: Signage that elicits personality

We all know retail signage provides direction, information and education, but it’s also one of the first indicators to consumers on what experience to expect beyond the storefront doors. The message is in every detail — colors, font, materials used, placement, frame or hanging mechanism — none that retailers can afford to overlook.

If consumers encounter cluttered signs, signs taped to walls, generic fonts and inconsistent design, thier brains receive the information that the store’s interior will reflect a similar cluttered and non-definitive environment. If signage is inspired and creatively reflects the brand or retailer, their expectations are heightened. A shopper’s entire mood can change before he or she even enters the store!

Take a look at some signage with personality we observed at Outdoor Retailer Winter Market 2012:

The competition is for attention at Outdoor Retailer.

Laid Back’s vintage vehicle was an attention-getting fixture with the brand logo license plate providing a nice finishing touch.

Horny Toad not only spells out who its is, but then adds framed photos that provide a window into the brand experience.

United by Blue gets its mission statement across in an authentic manner using repurposed wood.

Kuhl suggests the bad-ass nature of its merchandise with play on words in signage that continues the story of pants with names like Outlaw and Renegade.

Woolrich shares its outdoor love with layers of strong experience messaging about the outdoors.

LaCrosse gives us a window into its unique personality.

SNEWS Merchandising Editor Robin Enright

is the founder of Merchandising Matters,

www.merchandisingmattersnow.com,

which provides visual merchandising and

marketing support to the outdoor retail industry.

Reach her via email at merchandising@snewsnet.com

with questions, ideas and suggestions.