Spring 2007
Sign Language By Poornima Apte

Crisp and clean—a sign that actually educates your customer! Remember, your customer will not buy a product if she doesn’t know what it is. This clever sign educates and creates enough intrigue about the product to entice passersby.

How do you create an Asian-themed sign for an Asian antiques and home accessories store? Why, with a Chinese coin purse of course! This sign effectively demonstrates how the simplest of touches can create a unified theme across your store.

Placement is a key element of effective signage. An invitation to Saturday fondue-tasting events makes a much stronger impact when it is next to cheese plates. The slate board brings to mind a deli, a perfect image for the gourmet goods on display.

This sign knows its subject, golf, and conveys this effectively. Products that otherwise might have been lost in the store stand out through the use of a simple graphic element: a golf ball on a tee.

Want to spur impulse purchases? Remind your customers just how special your products are! This elegant sign is a twofer: It draws attention to the products and subtly advertises yet another of the store’s offerings, photo frames.