Visual Merchandising: Interior Signage (post 6 0f 12)


  • Use as few as possible - speak with the merchandise.

  • Don’t use adjectives or adverbs

  • Use key words such as: “You; Money; Guarantee; Discover; Results; Health; New; Easy; Free; Love” etc

  • Change special event signs timeously.

  • Reflect the Store: small signs (and small entrances) indicate exclusiveness. Large signs (and large entrances) indicate price conscious discounters. Generally signs for customer directions and department or category names, and promotional signage should be legible from at least 7 m away.

  • Use exact price information and not percentages. (Discounts).

  • Limit Brand use. Don’t become a warehouse for brands and submerge your store identity – or at least be careful, depending on the type of business you are.

  • Balance signs: too many indicates self-service too few indicates generous service.

  • Ensure readability, light printing against dark background is preferable.

  • Ensure quality. Colour is very important -  black on yellow background conveys cheapness.