A highly visible sign is a gas station owner’s greatest asset. Unlike other business that use print, radio, TV and online ads to market themselves, gas stations have to grab a customer’s attention in the brief period of time that they are traveling by. An impossible to miss sign with the right message posted on it is the best way to do this.
That is why the positioning of signs is so important. It doesn’t matter how big or bright your sign is, or how clever or appealing your copy writing is, if your sign is not positioned correctly, its impact is reduced significantly. That is why it is important to take the time to carefully evaluate your location before you put up any new signage. It is also crucial to evaluate the positioning of your existing signage as the area around your gas station evolves. These are the factors you need to keep in mind.
Where do most of your customers come from? Try to put yourself in the mind of a potential customer and imagine what they see when they look at your gas station. Make sure that your sign is not blocked by trees, other signs or harsh lights. Your sign is a beacon for drivers, and they need to be able to navigate to your location using it.
The angle of your sign is also important. Consider, for instance, a station that is right off the highway. If there are highway exits in both directions, your sign needs to be visible from both directions. If drivers are only able to exit going one direction, however, it is a waste of resources to try and communicate to drivers traveling in the opposite direction because they have no way to reach you. Understanding sight lines is a good way to avoid an investment in unnecessary signage.
Effect on the Station
You use your signage to draw customers in, but once they are at your station, you don’t want your signage to be an obstacle. Select a location that is out of the way so that it does not affect drivers, or the overall layout of your station. Make sure you understand the boundaries of your property lines, and consider the needs of neighboring businesses. Calibrating all of these factors along with the challenges of maximizing visibility can be a challenge, so do not select a location in haste. Once a sign is erected, it is cost-prohibitive to move it.
Access to Utilities
Make sure that you know the technical specifications of your signage so that you can select a convenient place to access electricity that also provides stable enough ground. Keep in mind too that you will likely want to clean your sign at some point, so being in proximity to a hose is also a consideration. Consult with your signage provider to help you understand the technology you are working with.
Thus far, most of these tips have applied to your gas station’s largest and most primary sign. But you probably also rely on smaller signs in your store windows, at each gas pump and on the roads leading up to your station. Apply the principles mentioned above to these signs too. Any sign that is overlooked is a sign that is not doing its job.
Choosing the right location for a new sign is a challenge, but with some planning, common sense and the right technical information, you can use your signage to speak to the maximum number of customers. If you have further questions, work with partners who have signage expertise before you commit to any location.
Image Source: commons.wikimedia.org/wiki/File:Flyover_in_the_Trees_-_geograph.org.uk_-_186807.jpg
Original Source: http://blog.petroledsigns.com/led-sign-design/positioning-signs-seen/