Close
 

How to get your signage done properly the first time

  • In Association with New Zealand Sign and Display Association
  • March 12, 2018
How to get your signage done properly the first time

You’ve seen them everywhere, and perhaps had a chuckle: bad shop signs. Whether it’s a rogue apostrophe, a series of letters that crowd closer together as the edge of the sign approaches or an unfortunate spelling error, there’s so many ways to end up with a shoddy sign that reflects poorly upon your business. So, where do all these unprofessional signs come from, and how can retailers get it right?

“Anybody can go out and buy a computer and printer and call themselves a signmaker, and it can be quite a costly exercise for people to get things put right after they’ve gone wrong,” says Ross Probert.

Probert is an advisory board member at the New Zealand Sign and Display Association, an accreditation organisation for the signwriting industry.

He says the best way to avoid unwanted complications is to select a signmaker who belongs to the NZSDA. Retailers can access a list of signmakers through the NZSDA’s website, where there’s a ‘Find a signmaker’ tab on the homepage.

Those who hire a member can expect to deal with a signmaker who can do a professional job, and carry out every aspect of what’s needed.

Christchurch master signmaker Dean Johnstone of Dream It says retailers should understand that an accredited signmaker isn’t just on-site to create beautiful artwork, but can use their years of professional judgement to make a real difference in the strategic effect of your signage.

“It’s alright putting up a nice-looking sign, but if it doesn’t work, then it’s not worth the paint it’s made with.”

An accredited signmaker has learned the fundamentals of typography, spacing of letters and logo design, and can be trusted to come up with a sign that reflects well on your business, Johnstone says.

“Without that incredible base of knowledge, you can make bad mistakes and your message with five words in it then turns into one.”

Retailers can get the best out of their signmaker by helping the signmaker to understand the brand of the shop that’s having signage designed for it before work begins.

“An accredited signmaker knows how to manipulate the signage in a way that says instantly what’s best for your business,” Johnstone says.

Modern signmakers do much more than simply creating outdoor signage, Probert says. They can make custom murals and wallpaper to achieve a unique look, and neon lighting is currently increasingly popular.

“When people get a shop done, it’s not just about putting in some nice shelving – it’s about creating an impact,” Probert says. “We can provide a complete solution.”

To get the best out of your signmaker, Probert recommends getting them involved in the design of the sign, not just its fabrication.

“A lot of signmakers are very clever, artistic people, and they can come up with fantastic designs and artwork,” he says. “Don’t undestimate how talented these signmakers are.”

Asked about current trends in sign-writing, Probert says he’s noticed old-fashioned hand lettering is coming back into fashion. Gold leafing is another vintage signmaking trend that’s seen a recent renaissance.

“There’s a lot of people going back to that kind of thing, it’s something we’re quite excited about,” says Probert.

Those with a particularly tight margin for error may wish to access an even higher level of expertise by hiring a master signmaker. Accredited master signmakers must go through a rigorous exam process to prove that they’re able to meet an exceptionally high level of quality. They must undergo an interview with an NZSDA-approved auditor, and demonstrate that they’ve mastered every necessary skill.

There are 15 master signmakers in New Zealand. Probert says anyone hiring them can expect they will be confident and “completely competent.”

 Even non-master NZSDA members must earn the right to be part of the organisation, and the NZSDA stands behind the quality of their work.

“We’d rather have fewer people than hundreds of not-so-good people,” Probert says.

For further details to find an NZSDA Sign Maker call 0800 0800 52 or go to our website www.nzsda.org.nz

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
 
 

Thankyou wants customers to fly its logo from a crane

  • News
  • June 18, 2018
  • Sarah Dunn
Thankyou wants customers to fly its logo from a crane

Australian social enterprise company Thankyou is newly launched in New Zealand with a strong narrative of charitable giving and a range of affordably-priced personal care products. But first, it wants customers to literally go above and beyond to promote it.

Read more
 
 
 
topics
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
How to open a store
Sarah Dunn considers what it would take to ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 
 
 
 

Get a glimpse of The Retail Hotlist 2018

  • News
  • June 15, 2018
  • The Register team
Get a glimpse of The Retail Hotlist 2018

New Zealand’s hottest retailers put on their party frocks and dancing shoes for The Register and NZ Retail’s first event, The Retail Hotlist, in June. We’ve now released the official video.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita@tangiblemedia.co.nz or call 022 639 3004

View Media Kit

}