Use paints and finishes to add value
By SignCraft Magazine
Posted on Wednesday, June 26th, 2019
One of the best ways to overcome the customer’s price objections is to break the sign’s cost down over the life of the sign. Over an eight-year life, a $1200 sign costs a mere $150 per year—for 24/7 advertising. Being able to say confidently that a sign will look like new for several years is a great selling point.
That’s why durable, high-quality paints and finishes benefit both the customer and the sign shop. It’s true of all the materials used on a sign. Quality materials add value to the sign— and usually at a very small additional cost over materials of lesser quality that won’t last as long.
Unique paints and finishes provide a second selling point. Interesting finishes increase the appeal of a sign, which means more eyeballs will be drawn to the sign and will spend more time looking at it. A unique or unusual finish on even just part of a sign can be the “one cool thing” that boosts its effectiveness.
Every sign maker needs to know the paints and finishes that are available to those who create attractive, long-lasting signage. Look through the list shown here to see the unique finishes, faux finishes and finish restorers that are available to make your sign more appealing, more durable—and an even better value for your customers.
Creative, successful sign makers know this, and they use paints and finishes to make their work more effective, more appealing—and easier to sell. Redgie Adams, Adams Signs, North Little Rock, Arkansas, uses finishes to add intrigue to his signs: the look of brass, pewter, rust and weathered, worn paint.
“Some of my favorite finishes are brass, nickel and pewter,” says Redgie, “which we simulate using Matthews Acrylic Polyurethane Paint over mill finish aluminum. The paint is translucent, so it works really well on raw aluminum. On other materials, though, you can use it over a base coat of silver metallic for a similar effect.
“If you want the look of brass or pewter, this finish will do it. We use it for letters, borders, panels, tap handles and all sorts of things. It adds a lot of interest. It makes people want to look a little closer.”