The Hidden Costs Of DIY Signs: Why Go Pro With Houston Sign Makers
According to the International Sign Association, signage is a business owner’s number one marketing asset, generating 50% or more of their local sales, anchoring their wayfinding system, and making-or-breaking brand authority.
With so much riding on your signs, it makes sense to go pro with qualified Houston sign makers, and yet many business owners continue to mount homemade signs in an attempt to save money.
Granted, homemade signs eliminate manufacturing expenses, but they come with a whole host of hidden costs that far exceed the money you save by “doing it yourself.”
That’s what today’s post is all about. Read on to review research on the hidden costs of DIY signs, or call The Custom Sign & Graphics Haus at (936)-539-4200 to schedule a free consultation with qualified Houston sign makers.
Research Review: Why Go Pro With Houston Sign Makers?
Homemade Signs Lower Consumers’ Confidence
In a 2020 report for the Interdisciplinary Journal of Signage and Wayfinding, author Joanna McNeish looked at the effects “informal” homemade signs had on consumers’ perceptions of local businesses. And like the signs themselves, most of which were either printed at home on 8 x 11” paper or else hastily hand written, the results were not pretty!
Compared to professionally made signage, homemade signs were found to “lower consumer confidence” in the advertiser, suggesting to viewers that the company was compromising or cutting corners in order to save money, implying behind the scenes struggles, low quality control, and “uncertainty and unknowing” about the future (McNeish, 2020, p. 80).
These informal signs also lacked professional layouts and clear visual hierarchies, and their cluttered, unorganized presentation had the effect of “increasing the cognitive load on consumers” (McNeish, 2020, p. 80). As a result, homemade signs were less effective, as some viewers chose to tune them out altogether rather than stop and decipher their messy messaging.
In contrast, McNeish (2020) found that professional signage created a sense of “certainty and knowing,” which made consumers more likely to trust the advertiser, engage with their promotional messages, and respond to calls to action (p. 80).
If you want your silent salespeople to send the right messages about your brand, exemplifying your attention to detail, quality control, and professionalism, it pays to go pro with Houston sign makers!
Homemade Signs Quickly Lose Their Luster
While studying the effects of homemade signs, McNeish (2020) also noted how they became “ripped and slightly crumbled” after just a few days of use (p. 73). This is a big problem, as sullied signage casts your brand in a bad light, and rips and tears make your message hard to read. Replacing homemade signs every few days is an option, but it is time consuming and wasteful, and printer ink cartridges aren’t cheap.
Fortunately, there is a better way. By going pro with a qualified Houston sign maker, you get a long-term sign solution that will look great for years, even decades depending on your chosen materials and display area.
Homemade Signs Put You At Risk Of Noncompliance Fines
Beyond the hidden costs of lowered consumer confidence, reputational damage, and regular sign replacements, homemade signs can cost your business money in the form of sign code violations.
Even if your sign type does not require a permit, you will need to follow the design standards stipulated by your local sign code under penalty of fines. Qualified Houston sign makers do know local sign codes, so you won’t have to worry about noncompliance costs.
Go Pro With Houston Sign Makers: Get A Free Quote On Any Order
The Custom Sign & Graphics Haus is a leader in visual communications for businesses, public facilities, and private buyers throughout Houston and all of the surrounding areas, including the communities of Conroe, The Woodlands, Magnolia, Huntsville, Willis, Tomball, and beyond.
As one of the area’s true one stop shops, we are proud to offer a large variety of indoor and outdoor signs, along with a wide range of vehicle graphics, trade show displays, and promotional products, all of which are 100% customizable.
Whatever you choose, we guarantee full support during every step of your order, including:
● Sign applications and permits
To learn more and get a free quote on any custom sign order, you can:
● Call (936)-539-4200
● Email Hello@CustomSignHaus.com
● Fill out our online contact form
References
McNeish, J. E. (2020). Retail Signage During the COVID-19 Pandemic. Interdisciplinary Journal of Signage and Wayfinding, 4(2), 67-89
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