I was in a newsagency recently and counted eight signs directed at customers – not including promotional posters. Of the eight, five were negative – this is not a library, no bags, do not ask for credit. One was promoting an offer but was in the same font and style as the negative signs and would, I suspect, have been viewed as negative.
We have as few signs as possible in my newsagency – certainly no negative signs. The best sign is the one photographed at each register point. It promotes phone recharge and generates good business. Since we can sell recharge from each register it is an easy and fast upsell. The small sign at eye level at each register is an excellent opportunity to connect our newsXpress branding with the phone card offer – an ideal win win. It is he sort of sign newsagents need as opposed to the negative stuff.
I very much like the brand integration. It is a much better alternative to generic signs like some of those distributed by Dialtime and the like.
This sign is also very similar to some of the ones used at other newsXpress stores for their range of printer ink/toner. It is a simple yet effective format that integrates the newsXpress brand with a clear message through the use of well known product brands.
I also like that the sign you display uses only four words. Too many words becomes confusing. Pictures communicate a message far better than words.
I am astounded that some newsagents still have negative signs like you talk about. The “this is not a library” one really gets on my nerves. I can’t believe there are newsagents out there activly policing people browsing magazines, or suggesting through a sign that they intend to. What a way to loose customers.