Shop signs, or what is known in marketing terms as ‘on-premise signage’ is one of the oldest forms of business communication and marketing there is. It comes under the terminology of ‘visual branding’ and it has multiple benefits for the customers as well as the commercial establishments. Marketing psychology perceives visual branding as one of the strongest forms of branding communication – the kind that gets straight to the consumer’s heart and makes them remember you and your establishment.
In ancient Athens, shop doors were used to hand signboards, while in Rome, a small patch of wall was smoothened and whitened to create space for an ‘album’ where inscriptions would be carved in Latin. These albums were used to depict the profession of the house dweller and advertise his wares. In Middle Age Europe, trade guilds were formed and each guild was appointed a separate and trademark sign. The use of text and visual symbols as shop signs can be traced to colonial America, and was most probably the result of increasing literacy.
Signages in today’s world
From then to now, shop signs have continued to play an important role in business and marketing communication. Signage is an important tool in marketing, because of its immediate benefits. For the customers, a shop sign is a way of identifying the shop from the multitudes surrounding it. For the businesses, it is an effective and cost worthy brand recognition medium. Shop signs generate traffic, and are attention garnering – important aspects of any marketing and communication means.