Thursday, November 7, 2013
In a world of flat signage, 3D graphics can really catch a viewer’s eye. But have you ever worked hard to create great-looking 3D signage only to have the effect almost disappear once the sign is up on the storefront?
Peter Poanessa, Keene Signworx, has been making 3D signs for almost three decades. He found his carved storefront and freestanding signs sometimes lost impact when seen from typical viewing distances and searched for a better approach.
“In the quest to get more dimension—and to make a living—I looked for new ways to add dimension without using carvings,” says Peter.
Wednesday, October 16, 2013
When it comes to vinyl films, there’s always a steady stream of new products coming along. There are always more adhesives, more application options and more colors. There are films for almost every task, from temporary promotional signs to t-shirt graphics to stucco walls.
All that means more opportunities for the savvy sign shop owner to sell. It means more products that you can offer—like perfed window graphics, t-shirts, removable graphics, wall murals and floor graphics. It means more upgrades you can provide—like reflective film, 22k gold leaf film and textured films.
You’ve already got the resources—the equipment to print, ...
Thursday, September 26, 2013
One of the most important things a sign shop can do for their customers is to help them find ways to wring advertising potential out of their location, storefront and vehicles. This kind of service keeps your customers coming back, and also keeps them referring other business owners to you.
Some businesspeople want to use all the potential advertising that signage can give them, but most simply haven’t thought much about it. Others turn to signs to solve an identification problem and discover an advertising opportunity in the process.
The folks at Riverland Nursery in Fort Myers, FL, knew they ...
Wednesday, September 4, 2013
Some sign people are habitual experimenters—always looking for new materials and new processes to use on their signs. But experimenting with new products and techniques takes time, and that can be a scarce commodity.
That’s where the great ideas that are shared in every issue of SignCraft come in. It’s an easy way to find out what other creative sign people have discovered and developed. The new September/October 2013 issue is a perfect example. Take a quick look at just a few of the practical, profitable ideas you’ll find in it.
HDU is great for 3D signage, but often must ...
Tuesday, August 20, 2013
Adobe graphics software, particularly Photoshop and Illustrator, are mainstay software for many sign pros. In the past, you either upgraded regularly (paying about $750 to upgrade) or you skipped a few upgrades and paid a little more when you finally felt forced to upgrade.
Now, though, Adobe is converting its Creative Suite products to a subscription system called the Creative Cloud instead of the traditional upgrade system. That means you’ll pay a monthly subscription fee for either individual programs that you use or one fee for all the programs in the Creative Cloud.
Most importantly, if you own Adobe CS ...
Monday, July 29, 2013
Maybe they're just going into business, or maybe they are an established business that doesn't really have a consistent image. But when you did their sign or lettered their truck, you suggested that they start with a logo—a design that they could use for all their advertising. They weren't too interested. They said they really just needed a sign. A few weeks later, you get the call.
"Hey, could you email us the design for our truck? Everybody loves it. It looks so good we're going to use it on our cards and t-shirts and website...."
You already know what ...
Wednesday, July 3, 2013
There’s a lot to learn from a visit to someone else’s sign shop—especially if the shop is well-equipped and organized for efficient production. It’s a great way to get ideas on how to get the most out of your own shop.
Not long ago I ran into a blog that featured a photo tour of Peter Moir’s shop, The Sign Depot, in
Kitchener, Ontario, Canada. Peter’s work has been featured in SignCraft over the years, so it was great to see the inner workings of his shop.
Click here to take the tour. I’m sure you’ll find it as ...
Monday, June 17, 2013
What kills a sign’s effectiveness? Usually it’s murder by the business owner: too much copy, unrelated graphics, etc. Sometimes, though, it’s failure to resuscitate by the sign person—not knowing what to do as the sign layout gasps for breath.
But there are ways to bring a layout back to life. It starts with staying in control of the copy. Bob Behounek shares his approach as he explains several truck door make-overs in the July/August 2013 issue of SignCraft. You’ll see a few of Bob’s before-and-after examples here with his comments, but don’t miss the rest in the magazine.
Tuesday, May 21, 2013
I talked with Larry Elliott, Elliott Design, McLemoresville, TN, about the power of Mike Jackson’s three-tiered pricing approach in This pricing approach sells upgrades. Along with the poster that he uses to help do that, which we showed you in that article, Larry shared some great insight to how he has built his business over these past 45 years in a challenging market.
He spelled it out so clearly, that I thought it would be best to share it with you just that way. So here’s Larry on how you can boost sales and build a lasting sign business.—Tom ...
Wednesday, May 1, 2013
About 25 years ago, Mike Jackson [www.goldenstudios.com] shared his three-tiered pricing approach—a powerful sales tool that will boost any shop’s profits. With Mike’s approach, rather than offering one version of the sign based on what you think the customer wants and is willing to spend, you also show two upgraded versions.
Over the years, many sign professionals have said in SignCraft that they use this approach when selling their work. In the May/June 2013 issue, Larry Elliott, Elliott Design, McLemoresville, TN, tells how he used it to sell this monument sign.
Larry also uses it to sell design. In ...