We get this question a lot. We’ve been manufacturing and supplying advertising signs and display solutions for 35 years, and businesses often turn to us for advice and insights into the future of the industry.

Understandably, with the rapid evolution of digital technology, seeds of doubt have been planted as to how relevant physical printed signage is for effective business marketing in 2024 and beyond.

In this blog, we'll unravel 5 of the biggest misconceptions about printed signage, helping you understand why dismissing this classic marketing medium could be a big mistake for your business.

You’ll discover why printed signage still holds its own in the era of AI, augmented & virtual reality, and how avoiding these misconceptions can significantly boost your business's visibility and customer engagement.

Let’s dive in!

#1:

Digital media has made printed signage obsolete.

Everywhere we look, digital media is booming. But traditional printed signage is far from being a thing of the past. It's still a powerhouse in the advertising world.

While digital platforms are grabbing headlines, printed signage continues to play a crucial role in branding and marketing strategies. Why? Because it offers something digital can't. A tangible connection with customers.

It's this physical presence that helps create a lasting impression, something that's becoming increasingly valuable in our digital landscape.

A study published in 2023 revealed that consumers are much more likely to remember a brand they've seen on an out-of-home printed sign. These signs have a strong impact on brand recall, something every business strives for.

Don't put all your eggs in the digital basket. Consider how printed signage can complement your digital campaigns. By integrating both, you create a well-rounded, effective marketing strategy that plays to the strengths of each medium.

In the world of advertising, variety isn't just the spice of life - it's the key to capturing and keeping consumer attention.

#2:

Printed signage lacks versatility.

There's a common belief that printed signage is a bit like carving words in stone. Once it's there, it's there for good. This stems from the idea that printed signs are rigid and lack the flexibility of their digital counterparts.

But modern printing technology has revolutionised how we approach signage. It's not just about putting a logo on a board anymore. Today's signs can be updated, changed, and personalised with ease through the use of different printed graphic panels, posters or even chalkboard messaging.

Products like our Swinger 2 (and the entire Swinger range) can be supplied with printed aluminium panels or posters in a highly durable poster pocket. Either option enables advertising that can be easily changed and updated without needing to replace the entire unit.

If you've been holding back from investing in printed signage because you thought it was too static, think again. Changing your message is as simple as deciding what you want to say next.

#3:

Printed signage is less engaging than digital media.

It's often assumed that anything online is automatically more engaging than its offline counterpart. This has led to the belief that printed signage can't compete with the interactive nature of digital platforms.

But physical signage has its own unique charm and effectiveness in capturing customer attention.

Physical signs create a kind of engagement that's impossible to replicate online. They stand as a constant reminder of your brand, occupying a physical space in your customers’ world.

A recent study found that more than half of customers discovered businesses through their on-premise signage. The same study also revealed that effective signage can lead to a 7% increase in sales and a whopping 124% increase in profits.

The key is in the design. Create signage that's not just informative but also visually captivating and emotionally resonant. Think of your sign as a story-telling canvas that connects with your audience on a deeper level.

#4:

You can’t measure the impact of physical signage.

“Printed signage is like throwing a message in a bottle into the sea. You hope it reaches someone, but you can't be sure.”

This comes from the belief that, unlike digital advertising, you can't track the effectiveness of a physical sign.

Clicks, likes, and shares are the go-to metrics. But just because printed signage plays in a different arena doesn't mean its impact is any less measurable. Businesses have become quite savvy at tracking how their physical signs are influencing customer behaviour.

By integrating techniques like QR codes or unique promotional codes into their signage, businesses can trace exactly how effective their signs are in driving engagement and sales.

There are many innovative ways to gauge the impact of your signs. The trick is to think outside the box and use tools that bridge the gap between the physical and digital worlds.

#5:

Printed signage isn’t environmentally friendly.

One of the biggest misconceptions about printed signage is the belief that it's harmful to the environment. This idea stems from concerns about the materials and processes used in traditional sign-making.

But let's clear the air (no pun intended)! The signage industry has made tremendous strides in adopting eco-friendly practices.

Today, sustainability is a key focus for many signage manufacturers. Advances in materials and technology have opened the door to environmentally friendly options that reduce waste and lower carbon footprints.

Amongst other initiatives, we generate electricity for our factory and offices from solar panels across our roofs and operate as a “zero landfill” business. We pride ourselves on our ISO 14001:2015 accreditation, and will always ensure we’re taking action to protect the environment (rather than just talking about it!)

Choose sustainable options. Look for manufacturers who prioritise eco-friendly materials and processes. By doing so, not only do you get the signage you need, but you also contribute to a greener planet.

Every choice towards sustainability is a step in the right direction for your business and our environment.

Final thoughts…

The power of physical advertising remains unmatched. From its tangible presence that captures attention to its proven effectiveness in boosting brand recall and engagement, printed signage is thriving amidst digital advancements.

If you're looking to harness the potent combination of tradition and innovation for your business, we invite you to explore our diverse range of advertising signs and displays.

Browse our products to find the perfect signage options that resonate with your brand and prepare to make a memorable impact this year!