SignForce outline the critical role of communication in signage creation. At first glance, it may seem contradictory to discuss communication in relation to signage since signs are inherently designed to communicate messages, albeit silently.
However, the real value of communication often emerges during the process of developing signage that effectively conveys its intended message and achieves desired outcomes.
Two recent experiences at SignForce underscore the critical role of communication in signage creation.
1. Colour Accuracy Challenge
In one instance, SignForce mixed paint based on a client’s specified colour. However, discrepancies arose when comparing the colour on the computer monitor, the provided swatch, and the actual paint. The monitor displayed what appeared to be black, while the swatch seemed a dark off-green, and the paint looked distinctly green.
Effective communication with the client — located outside South Africa — prevented a potential installation disaster. By communicating and clarifying these differences before proceeding, SignForce avoided unnecessary costs and ensured the client was satisfied with a correctly coloured sign installed on time.
2. Banner Design Enhancement
In another case, SignForce was tasked with printing a banner. Upon receiving the initial artwork, they felt it did not optimally serve the client’s goals. Through a series of discussions (communication) with the client, the design was refined, resulting in updated artwork that was more likely to capture attention and act as the intended, effective silent salesperson.
The Subtle Nature of Sign Communication
While signage communicates messages, it often does so subtly. For instance, a dirty or damaged sign can send a negative message that detracts from a brand’s image. The impact of these subtle cues can be profound, affecting customer perception and engagement.
SIGNFORCE
+27 11 440 7525
https://signforce.co.za
