Here’s a little puzzler for you business owners: When does your signage become invisible?
Some may say at night, but after hours illuminated signage will still draw attention to your business 24 hours a day.
We’re talking about the invisibility of those familiar objects in your life.
Over time the human brain catalogs all the familiar objects, signs and advertisements, essentially blocking them from your conscious awareness. Otherwise we humans would be overwhelmed with so many sensory perceptions flooding into our brains that we would not be able to function.
If your sign is static, it’s fine when it’s serving a way-finding function. However, if you want to put the spotlight on your business, changing out your signage for a new marketing message at regular intervals is a wise move. Here’s why:
You may not have noticed this slow attrition in attention-getting power. Familiar objects slowly become invisible to our eyes. A sign owner will walk into his business each morning and never look up to examine his own sign.
Here’s why that’s a problem for small business owners. What you see when you walk up to your business is not what other people see when they look at your sign. It’s the same sign, but it’s all in the eyes and memory of the beholder. You don’t notice the faded signage, because it’s been cataloged in your brain as an object you no longer need to see.
It’s time to outsmart your brain and take a fresh look at your business signage. Is your sign still effective? Has your sign faded from exposure to UV rays? If so, maybe it’s time for a new sign. Replacing your existing signage is a smart way to keep your business profile visible to passersby.