In the competitive business environment of the hospitality industry where every picture paints a thousand words, signs are crucial. Cues on doors and walls, especially in restaurants and bars, not only tell customers where they are going but also what to expect. From gaining attention to the representation of the brand and the management of traffic within the store, signage is an important element in any venture. In this five-part article, we dissect restaurant and bar signage, from its different forms, guidelines, and modern trends.
Understanding the Importance of Signage
It acts as the first interface of restaurants or bars giving out necessary information and persuading the clients. Signage can work wonders as a means of attracting attention as well as generating anticipation – and even controlling consumer behavior. Whether it is a bright colored sign attracting people on the street or a classy logo on the door, it sets perceptions and builds brands.
Different categories of Restaurant and Bar Signage
- Exterior Signage: This is usually the first contact that the customer has with the company and should therefore be well designed. This includes signs outside shops, window adverts, blackboards along the pavement, and banners hung outside. Well thought-out typography, color and images may attract the attention of the passer-by and invite him into the cafe.
- Interior Signage: After entering the building, the customers have to rely on signages placed inside the building in order to get around and make sensible decisions. This comprises of menu signs, directional signs, washroom signs and table signs. The flow of customers should also be smooth and the messages should be clear and straight to the point to make the dining experience even better.
- Digital Signage: As the world comes to embrace technology, many restaurants and bars are shifting to digital signage to display unique content to the customers. HDTV digital menu boards, touch screens and LED displays can effectively communicate the special of the day, the offer of the week or the entertainment program of the night.
- Wayfinding Signage: For multi-unit facilities, especially in medium and large restaurants or bars that cover several floors, wayfinding signs will guide the customers through the establishment. This includes drawings of the floor plan, maps and direction arrow signs that are well arranged in the space. Easy-to-understand signage minimizes confusion and thus improves customers’ satisfaction.
- Branding Signage: In addition to conveying information, signs are also a strong form of advertisement. Use of logos, colors and design elements on each of the signs is important in ensuring that the signs point to the same brand and hence create brand loyalty. When it comes to neon signs, logos or branded murals, it is evident that signage that stands out from the rest will make a huge impact on its customers.
In the following topic on signage, we will look at some of the best practices in relation to signage.
- Keep it Simple: It has been said that the future is simple, and this is very true in today’s world of information chaos. The designs should not be complex and the text should not be filled much, and there should not be much text to read, all the information should be clear and easily understandable.
- Prioritize Visibility: Signage has to be readable from a distance and in different lighting conditions. In order to achieve visibility and readability, it is important to select colors that contrast each other well, clear font type and correct size.
- Maintain Consistency: This means that consistency is very important when it comes to the creation of a brand. Brand the signs and the related objects in a predictable manner and ensure that they have logos, colours and fonts that are similar to those of the business’ marketing tools.
- Consider Location: This is to mean that the location of the signs is almost as significant as its appearance. Install your exterior signs at convenient heights and proper locations where people can easily see them and be persuaded to come into the business. Interior signs must be properly positioned to ensure that customers are not locked in a particular area creating traffic jam.
- Invest in Quality: This is because well designed and well placed signs create an impression of professionalism and prestige of the business. Always use quality materials that will withstand wear and tear and always have a professional look.
Trends in the Restaurant and Bar Signage
- Interactive Experiences: Interactive signage is another new idea in the present technical advancement whereby people get more involved and engaged. Additional interaction with customers can be achieved with a help of touchscreen displays, augmented reality and QR codes.
- Sustainability: The increased awareness of environmental problems makes the use of environmentally friendly materials for signage more popular. Environmentally friendly materials like recycled timber, bamboo and LED lighting are both easy on the environment and the wallet, and will be attractive to environmentally aware consumers.
- Personalization: In an age where everything is being made according to individual preference, these signs help establishments to identify with their customers. DS solutions provide dynamic messaging and flexibility in terms of customer interests and their actions.
- Artistic Expression: Apart from its referential purpose, signage is now being appreciated as an art object. Unique art, painted on the walls, fancy signs, sculptures that can be placed in or around a venue can help to change the overall look of a place and make a lasting impression on customers.
- Integration with Social Media: As it has been noted, signage is the perfect means of promotion in the epoch of social networks and user-generated content. Use of hashtags, branded social media handles and photo interactive zones make patrons to take pictures and share on their social media platforms which means the brand gains more traction.
Finally, it can be stated that restaurant digital signage is not only an informational tool but a communication, branding, and customer engagement tool. By considering the various categories of signage, the guidelines, and trends reviewed in this paper, establishments can design signage that enhances the customer experience and contributes to the success of businesses. Whether it is an outdoor sign on the front of the store or a new complex digital sign, signage is critical to the rapidly changing world of hospitality today.
