ARTYSMITH2: OUTSIDE MY SHOP

Tuesday 4 February 2014

OUTSIDE MY SHOP

'A' board with a difference

It never ceases to amaze me how inventive shop keepers are when it comes to getting attention. Often this will be their shop windows but sometimes they try to do draw attention with something much plainer. I want to bring your attention to a simple piece of street furniture that is part and parcel of the high street, the ‘A’ board.

This familiar 'Point Of Sale' object is utilised all over our high streets. Many town councils don’t allow them but this doesn’t seem to affect their popularity or deter retailers from using them. But how effective are they? Their purpose is to advertise a business, usually to tell customers ‘here is my shop’ or to tell them about the latest promotion or event. However, in most cases, once you’ve seen one you’ve seen them all!

In our busy lives we rarely stop to read stuff and whether you’re dashing or even ambling up the high street if you’re faced with a street littered with ‘A’ boards the chances are you won’t even look at them, yet alone read their message.

Personally, I think if you can’t come up with a truly innovative design for your ‘A’ board you should ditch it and do something else. There are better ways to draw attention. You need to get customers to notice you but once they’re looking you need them to see and understand what you’re trying to say.

Here are a few alternative approaches to getting attention - inventive overhead signage - outdoor props - extended window displays that spill on to the pavement - a place to sit down and, let’s face it, we need more resting places on the high street.