Command Attention with Signage Dimension
Many in the retail industry believe you only have three seconds to grab a consumer’s attention, so it is imperative your signage is noticeable. Visual elements must signal a shopper from a distance and signage should ideally be commanding enough to do so even from the peripheral.
Incorporating a dimensional sign into your campaign adds visual interest, but it also does something much more important – it increases visibility. Dimensional signs have depth which increases visibility from more angles and improves the chances of getting noticed. Giving a flat sign some depth by pushing it into the third dimension makes the entire element come to life.
Here are some design and engineering tips to breathe more life into your signage:
Pull Out Visual Elements
Take a look at your art and find opportunities to ‘pull out’ copy, color, or objects to create more contrast and dimension between elements. Rather than a standard-shaped sign, a sign can be die-cut and contoured to fit an image, copy, or both. Visual elements can be attached to a flat background by adding standoffs or lug-ons from the edge of your graphic to create multi-layered depth. This creates a level of separation that will make your message stand out.
Add Contrast with Foreground/Background
Consider adding contrast to signage elements by creating distance between one or more visual subjects. The term ‘figure ground’ is a visual relationship between foreground and background. The contrast between a foreground and background subject can have a big impact on how one perceives an image or message in totality.
The mind tends to seek distinctions between a figure (the subject of the design or image) and the ground (the background). A good design creates a balance in that the ground helps define and magnify the figure while not distracting the viewer. Through effective sign layering and placement a message can be brought to life.
Sign Layering: Window clings + Hanging acrylic + Background poster
Print On a Lens
One way to create a three-dimensional effect on a flat surface is to print on a lenticular lens. 3D lenticulars are a great way to present a three-dimensional effect on a flat surface. An interlaced graphic is reverse printed onto a clear plastic lenticular lens. When the interlaced graphic is viewed through the lens, light is refracted in a different angle for our left and right eyes. One image will be seen by the left eye and another image will be seen by the right eye, presenting a 3D-effect rendered by our brain.
It’s important for in-store signage to be placed in an appropriate location where it can be seen, interpreted and drive consumer action. Whether it’s wayfinding, promotional, or informational in nature, sign positioning matters.
By adding shape to your sign you can maximize viewing angles. For hanging signs, adding contour can provide a 360 degree view so it can be seen from anywhere in the store. Take into account eye level, glare from lights and possible viewing obstructions when placing signage.
Add shape to increase message visibility
Rethink a Traditional Flat Application
In some instances, you might believe flat signs are your only option for certain store applications. Rethink your footprint or fixture to determine if there is a more creative way to communicate your message. For example, one would believe you would need flat material, such as a window cling or film, to affix to a window pane. However, carefully constructed dimensional signage, coupled with a strong adhesive, can be utilized to elevate your window message.
Two-sided dimensional window sign