How to Make a Lasting Impression
Sales Impact

Visual merchandising is similar to the monogram on the breast pocket of a starched white shirt. It does not make the shirt better, it makes the person wearing the shirt feel better. The monogram changes it from “a shirt” to “my shirt;” it makes it personal.

 

The property identification marker, along with a cohesive system of signage, helps establish the “personality” of the property.

 

Sales impact encompasses visual imagery, recallability, readability, and a pleasing impression for the project. Let your signage speak for you, otherwise, you may not get the opportunity to speak for your property.

Content

Sign content is dictated by the message it must convey. Whether the name of the property or the regulations for using the pool...simplicity is paramount. Clearly and concisely provide information, instruct and communicate.

 

Incorporating a graphic symbol or logo on your main identification sign creates a subliminal reinforcement often recalled long after the written words are forgotten. Be aware that a graphic designed for letterhead may not work as well on signage.

 

The desired content elements should be arranged to create a pleasing, distinctive visual when placed in the sign's surroundings.

Size

Size is dictated by content, the speed the viewer is traveling, distance to the audience, as well as local zoning ordinances and covenants.

 

Most signage ordinances dictate only the size of the sign face. Size can be expanded by incorporating other elements for optimal impact.

 

When naming a project, consider the number of characters you will have. A good rule of thumb says the type should not occupy more than 50 percent of the total sign area.

Shape

Incorporating a logo or other graphic into the signage may provide a logical reason to create an uncommon, interesting shape. Unusual shapes help increase the recallability of a graphic. Since most multifamily properties are constructed in environments with an enormous amount of visual competition, designing for these conditions requires creativity.

 

In general, the signage shape should be determined by the architectural style of the project, desired content elements, and to some degree, by the competition.

Color

Compatible, but contrasting colors are often effective in enhancing readability and emphasizing elements. Select colors which integrate signage into the architecture and accent the message.

 

Signage colors may also be complemented by the creative use of seasonal plantings and color schemes to optimize visual impact.

 

A good tip to remember when selecting exterior colors is dark colors absorb light, while light colors reflect it. Over the life of a sign, the pigment in dark colors begins to break down and fade due to ultraviolet light penetration. Fading in light colors is less noticeable so the sign will need to be repainted less often.

Proportion

The mathematical relationship between height and width developed in ancient Greek and Roman architecture continues to help formulate today's most effective designs.

 

A balanced arrangement of the sign, the mounting elements, and any landscaping near the sign will result in the most appealing visual merchandising display.

 

Create positive visual imagery to market your property effectively.

Compatibility

A compatible sign is one where style and image complement the architectural style and marketing approach of the property.

 

A well-coordinated, planned signage system should not only clearly convey information to your residents, it must communicate a lasting impression of a safe, comfortable place to call home.

 

The justification for paying rental rates to some degree is based on emotions and perceptions, on whether the prospect can “see” him or herself living on the property. These perceptions are far more powerful than anything you or your staff can say about the property.

Location

Location of the property's monument is a fundamental consideration. A well-designed sign may lose much of its effectiveness if poorly placed.

 

The best location is determined by the physical layout of the property and its relationship to the neighboring buildings and roadways, posted speed limits, traffic congestion on adjacent thoroughfares, architectural competition, and laws restricting signage placement.

 

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