The cost of poor signage is more money than most business owners ever think of. The cost of lost foot traffic, diminished brand awareness, and idle production budgets can quickly add up. 3D signage is the kind that, when done correctly, will save money and maintain the integrity of the brand. This booklet details the cost of poor signage and how to avoid it.

A good signboard is one of the most valuable marketing assets one can have. It’s available 24/7 – no staff, campaigns or media spending needed. Unfortunately, ill-conceived or substandard signage can actually harm your brand. A customer’s perception of the value of a business is first determined by what they see on the outside. Worn, misaligned, or poor signage points to neglect before anyone enters. The worst of aesthetic and commercial failure all rolled into one is the incorrect placement of signs.

What Poor 3D Signage Actually Looks Like?

To begin with, it’s important to know what ineffective signage is. Some bad signs may not be broken or visibly damaged from the street.

Cost 1: Lost Foot Traffic Every Single Day

The most obvious expense for bad signage is the loss of traffic. It is a split-second decision by passersby whether or not a business will be worth entering. A weak signboard then doesn’t get you that entry decision. In retail settings, results from research have been consistently significant, revealing how signage quality affects the decision to enter. 

Losing 5 customers a day because of the lack of signage is a massive effect on the business. That effect gradually adds up over the course of an entire year, and it’s a significant issue with revenue. Good signage not only notifies someone of a location, but it also welcomes them. Lack of signage does the opposite – it sends potential customers to other nearby businesses.

Cost 2: Brand Perception Damage That Is Hard to Undo

The long-term harm to brand perception is much greater but takes a longer period of time. A poor-quality signboard conveys a message to customers that the business is not concerned with the look and feel. Once a customer comes through your door, that impression doesn’t go away. It guides them through it and influences their appraisal of all the things. 

Quality is evident in every touch point—including signage—and that’s why premium brands know it has to be consistent. A sign that doesn’t fit or isn’t completed properly eliminates that communication chain. If customers don’t like the quality of the outside, they won’t like the quality of the inside. It takes time, money, and a lot of marketing to repair brand perception if the signage is poor.

Cost 3: The Double Spend Most Owners Do Not See Coming

The typical business owner is unaware that poor signage results in wasted money from double spending. First, they are paying for a poorly-performing play. They then pay again to get a properly produced version later. Typical replacement cost includes the combined replacement fees for new production, removal, and reinstallation. 

This double spending puts a huge strain on cash flow for small businesses. By investing in high-quality signboard production right from the beginning, this cycle can be avoided. Having an experienced signage provider with whom to work lessens the likelihood of having to replace the signs early. The materials in which Color Print produces signage are appropriate to each environment.

UAE Climate Problem Every Business Must Understand

The UAE climate is one of the most challenging climates for any outdoor sign. The temperature regularly reaches 45 degrees Celsius and beyond throughout Dubai and the UAE during the summer months. The UAE’s UV level is one of the highest in the world. Some materials which were suitable for cool climate conditions are prone to warping, fading, or cracking in UAE hot weather. 

Acrylic warps and buckles when exposed to high heat. The thermal stability of aluminum composite panels is enhanced for use outdoors as signboards in the UAE. The LED modules used within illuminated signs should be specifically designed for high-temperature use. 

A supplier who is not aware of conditions in the UAE will suggest material that will not last long outside. This is one of the costliest signage faux pas that businesses make. Before ordering, make sure that your signage supplier is aware of the UAE climate needs.

Readability Problem That Kills Otherwise Good Signage

The main purpose of a  3D signboard in a commercial context is to ensure readability. If a sign is not clearly legible at a distance, it has already failed. While 3D signage can be well designed, there are several design mistakes that are recurrent in reducing its readability. Too close causes individual words to merge at a distance. Elegant fonts read well at close range but lose their effect as they recede into a noise at a distance. 

The contrast between the letters and the background is directly related to the legibility of a sign. White letters on light backgrounds are less visible in the bright UAE daylight. In dark, outdoor evenings, the dark letters on the dark background are altogether imperceptible. Never sacrifice letter readability for depth and dimension. When creating signage, a professional will always perform a readability review.

Practical Tips for Getting Signage Right From the Start

• Establish the brand guidelines and exact colour codes before briefing any supplier.
• Ask for samples of materials and options for completion before you commit to any production.
• Specifically ask about outdoor performance of materials in the UAE before signing.
• Ask for a layout scale-up with the spacing of letters and layout before manufacturing.
• Verify the lighting plans, such as LED module ratings, for high-temperature UAE conditions.
• Check the capability of the supplier to help with municipality approval requirements.
• Be sure to call ahead for a site visit before installation to ensure proper fixing points and suitability.
• Before signing any contract, read the installation warranty and after-sales service.

Conclusion

Lack of 3D signage is both a commercial and aesthetic and safety hazard. Badly-managed signage equals lost feet, damaged brands and legal risk. The UAE climate requires experienced suppliers with knowledge of the local environment. When you invest in a 3D signboard from the beginning, you won’t have to deal with these expenses.

Color Print offers UAE businesses the expertise, materials, and installation quality they need. Stop by Color Print today to discuss your project.

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FAQs

What materials work best for outdoor 3D signage in UAE conditions?

Aluminum composite panels, stainless steel, and acrylic with UV stabilization are good choices for the UAE heat. Materials should be able to take a lot of heat beyond 45 degrees and strong UV exposure. An LED module should be rated on the basis of the environment it will operate in, not the standard indoor application.

How does poor signage affect customer perception of a business?

Bad signage is an early sign of neglect and poor standards before a customer even steps in to interact with you. Signboards are synonymous with the quality of the business to the customers. An out-of-place or tarnished 3D signboard lowers purchase confidence and average transaction value.

What is the cost difference between cheap and quality signage in the UAE?

Most of the difference at the beginning is 20 to 40 percent between basic and quality. But over time, quality signage lasts much longer and doesn’t need any additional maintenance. The overall expense for quality signage is nearly always cheaper. It’s better to invest in quality signage initially than to replace the cheap signage within two years.

Can poor signage installation create legal problems for businesses in the UAE?

Yes, UAE municipalities have strict regulations and standards regarding the installation and safety of commercial signs. If signboards are not installed correctly or in unsafe ways, they may lead to fines or removal. It is the responsibility of the business to ensure that signage complies with local authority requirements for the period of time it is on display.

How do I confirm my signage design is readable from the street?

Request a model of the actual size from your supplier. Test the mockup at the desired viewing distance before approving any production work. Test it in both good light and low light to ensure all-hours visibility. Readability review is always done by a professional signage designer during production.