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
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 is dictated by content, the speed the viewer is traveling,
distance to the audience, as well as local zoning ordinances
Most signage ordinances dictate only the size of the sign face.
Size can be expanded by incorporating other elements for
When naming a project, consider the number of characters
you will have. A good rule of thumb says the type should not
occupy more that 50 percent of the total sign area.
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
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.
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.
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.
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.