If you’re trying to develop a successful marketing campaign that covers all of the bases, you’ll probably want to make use of a variety of printed materials such as window decals, banners, and large signage so that you can take advantage of the benefits that each one has to offer. While this is an excellent approach to take in your marketing, sometimes it can be difficult to make sure that all of your signage and printed advertising materials are cohesive enough to represent one unified marketing campaign. Here are a few tips to making sure you design united, cohesive signage for your business.
Choose a color palette.
A strict color palette is essential to creating well-unified campaign signage. Include this color palette on an inspiration board and sticking to it, using the same colors consistently in the background and the same colors for text throughout.
Use the same fonts.
Fonts are typically one of those under-the-surface design features; viewers of the design might not recognize it when the same font is used throughout a varied set of signage, but they will sense that something is off when even slightly different fonts are used. Along with your color palette, select which fonts you are going to use in your campaign from the start and lay out guidelines for when each font will be used; such as a more decorative font for the campaign’s main slogan and then one font for any other detail-oriented text on your signage.
Keep the voice consistent.
It isn’t only about design; it’s also about content. Make sure that the wording on your signage is a collaborative effort that results in one, consistent voice.
Create alternative versions of your logo.
Many businesses will create multiple, very similar versions of logos for their branding, such as a horizontal version and a vertical version. This will make adapting your designs to suit various mediums easy and seamless.
Refer back to your business’s branding frequently.
Remember: Whatever theme you go with, it should still serve as an extension of your company’s overall image. If your company’s branding rests in a traditional aesthetic, then opting for an ultra-modern look for your signage probably isn’t a good idea. This doesn’t mean that you have to stick to the same color palette that your company’s logo uses, but you should adapt the colors you use to fit the types of colors in your logo. Does your logo use pure, vibrant colors? Toned-down tertiary colors? Earth tones? Make sure your signing follows suit.
Use the advantages each signage type has to offer.
Even though you’re involving many of the same design elements throughout your signage, this doesn’t mean you should simply adapt your sign design to suit the shape of the particular medium you’re using and be done with it. Highly effective marketing campaigns consider the particular applications of each type of signage and involve those applications in each sign’s design. For example, a window decal for a clothing boutique might call out a particular sale and add only the marketing campaign’s slogan to it, while in-store signage that will be viewed more closely might include details about the promotion. A banner in a place other than your storefront, meanwhile, might be a great place to point crowds to your company’s website and phone number.