HL’s Signage School - featuring Tony Durham
We partnered up with shopper psychology expert Tony Durham to give you the know-how to maximise the effectiveness of your store signage.Tony has spent the last 20 years specialising in shopper research, working with leading academics to better understand how shoppers process information and behave in-store. With a proven track record of building sales and profits for major retailers worldwide, he translates insights into actionable steps that have an instant impact while staying true to brand and retailer equity.
By applying theory to the real world, Tony’s innovative approaches to utilising signage can help you create a better shopping experience while driving sales.
At HL, we are experts in solutions that will communicate your message loud and clear for the shoppers – read more about our signage solutions here!
What can signage do for you?
Signage is more than just a practical tool – when done right, it can be your expressive salesperson, brand ambassador, and store guide all rolled into one. The right signage solution can shape how shoppers feel about your store, how they move through your space, and even how much they buy.
Below you will find four chapters of making store communication better with HL!
Guide shoppers in-store
Assist your shoppers by using signage to highlight key product segments. Clear labels for categories like gluten-free, vegan, or reduced price make the customer journey a lot smoother. By using colour coding, icons, and well-placed signs you can create intuitive pathways and reduce decision fatigue.
Use pictures to trigger shopper memory
Use pictures to direct shopper attention
Establish colour patterns to help shopper navigate
Highlight subsections with shape and colour
Use colour to define different special areas
Handle a large range
Got a big assortment? No problem. Signage helps organise and categorise your store so shoppers can effortlessly navigate even the most extensive product ranges. Clear labels, zoning, and visual cues create a sense of order, helping shoppers find what they need faster – and maybe discover a few extras along the way.
Use pictures to make a large range easy to navigate for the shoppers
Reassure the shopper
Shoppers want to feel confident about their decisions. Clear, informative signage removes doubts and builds trust. Whether it’s a reassuring “100% organic” label or a quick explainer about a product’s benefits, your signs can provide the clarity shoppers need to feel good about their choices. Reassuring signage transforms hesitation into action, guiding shoppers closer to the checkout.
Use endorsements to reduce perceived risk
Communicate quality
Use signage to highlight premium quality, certifications, product origin, or sustainability credentials. By doing so, you not only inform shoppers but also build trust in your offerings and elevate the perception of your store – hanging with the right crowd rubs off!
Create a reassuring experience with sources and guarantees
Show good quality by showing the sources of your products
Get more insights and inspiration here!