Chapter 2 – Signage

Chapter 2 – Signage

As this course is presented by a company involved in the Signage market, it is important that we provide you with an idea of what signage is and what elements make up signage as a whole.

The signage industry is a major contributor to the global GDP. Due to its close ties with printed items, it is often closely aligned, and sometimes even considered a part of, the printing industry. However, such is the size and importance of signage that it is generally taken as a separate entity.

So, what is Signage? Retail signage can range from backgrounds, banners, and pop-up displays to graphics and posters. Signage has long been an important instrument for quickly conveying messages to viewers as well as for evoking feelings and an atmosphere that live up to a brand promise and indicate essential organisational signals. Signage is any kind of visual display used to convey information. For example, informational business signs can help people make decisions, know how to act, or provide advice. Other types of influential signage can contain marketing information to encourage the reader about the benefits of a product or service.

Signage can be printed, cut, fabricated and created in a number of different ways. It can be small or large, bold or almost inconspicuous. It can be informational, instructional or warning in nature. One thing which is certain, regardless of the language, the function and the meanings, Signage is global and it has been around for quite some time in one form or another, essentially since the time written language came into being. Signage is very often a universal form of communication even when the actual language is not known or understood. Think of the Red Cross denoting a hospital. This is globally understood. 

The importance of Signage is fairly self-evident, especially when considering informational signage. Other forms of signage act more as advertising for companies, services and events, among other things. However, when considering the sheer volume and variety of signage it becomes clear that signage is a massive global industry. Such is the size of the industry that it has gradually, and organically been split into printed or traditional signage and digital signage. Digital Signage is the latecomer to the signage market, however, it is rapidly making up a significant portion of the overall market. 

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