The Significant Importance of Signage

Signs Have Existed Since at Least 3000 B.C.

There’s some debate about the origin of signage for commercial purposes. Some people believe that the first signs were most likely to promote ale houses back in the 14th century B.C. Whether these theories are proved true or not, does not reduce the importance of signage as a whole. The history of commercial signage is a rich one with some of the earliest examples found going back to the Roman Empire and ancient Greece. These early signs were made from simple materials; terracotta, wood, stone, and leather.

Bold Graphics and Sign Shapes

These early signs rarely contained any writing. Instead visual imagery like paintings, engravings, or sign shape, were used to promote the business. Obviously these methods were used due to almost all of the populace during those times being illiterate. While the literacy rates have definitely improved over the ages, you might think that these ancient styles of signage are outdated or obsolete. Surprisingly though the foundation of these signs still play an important role in the modern advertising field.

Take note that these old signs would immediately advertise the type of business and service available. Such immediate transfer of information is crucial in successful sign design and management. Some designs have proven so useful they are still in use today. The bush is still used to represent inns/taverns, a collection of three balls signifies the presence of a pawnbroker, and the red and white striped pole of a barber is still in use today. Depending on your location in the world, you will probably be familiar with at least one of these common icons.

Small or Newer Businesses

You might contend that major businesses don’t follow this trend, but this moment of advertising is not the whole history of these companies. Look at Coca-Cola, even now during a multitude of ad campaigns, they use their iconic bottle in place of words. Now while this may seem unnecessary for such a well-known company, it goes to show they also understand the importance of visual impact and information. As a smaller or newer business, have an attention calling name is great and important in its own right. However, if potential customers don’t understand the type of business you are or what services you provide, many will pass on by. Very few people want to explore and waste time investigating businesses while trying to find what they need in that moment.

Role and Function

The signs of old and today, still share the same role and function. Whether they’re providing information, creating persuasion for services or products, identifying types of businesses, or offering direction and navigation, the sign is still a powerful business tool. Take time to think over all the various graphics, colors, and shapes in play in you signage. A misstep or omission of important visual information could mean you’re missing out on major business traffic.