Restaurant signage, in particular, is a prime example of just how much a sign says about your business.
Why is that? Well, diners are a fussy breed, deservedly so, and they like to think that they are spending their hard-earned money at an equally fine outlet.
Remember that while you may think that what your sign says is vital – and of course, it is, but what it looks like is what dictates the loss or gain of potential customers.
Let’s take a look at what your signage gives away about your restaurant.
Think about it for a minute. A restaurant sign may state ‘Fine Dinner’, but if it’s not where someone would take a first date, then the words count for nothing. ‘Fine Dinner’ in supermarket yellow and red kills the concept and you’re dead in the water. ‘Fine Dinner’ in a gold, elegant font on a soft burgundy background with a classy logo, however, changes the picture altogether, doesn’t it?
Similarly, your signage either spells class or cheapskates. At a classy venue, customers expect higher prices that go along with fine dining. If the signage has bright yellow bargain stars and other cheap selling tactics, you’ll attract the wrong income bracket.
Smart restaurant signage translates immediately into the expectation that the cleanliness and hygiene of the venue and the food will be of a high standard. Drawing patrons who value fine dining can depend on quality signage.
Fine diners love great service and your restaurant signage could convey that without a word about it. Your logo might feature a debonaire waiter, a silver tray, or a rose, which would convey your values and service commitment.
Restaurant signage supplies subliminal cues to your potential customers. That reality should make signage your first thought with respect to the success and setup of your business rather than the afterthought it often is.
With all the demands and priorities you’re likely coping with, signage might be the last thing on your mind, but it is the first thing potential customers are going to lay their eyes on and evaluate you by. Restaurant signage is the one area in which first impressions really count.