FUTURE SIGNAGE

IN RETAIL SECTOR

KIRAN KUMAR VATHADA

MS – RETAIL DESIGN MANAGEMENT – TUDELFT
FUTURE SIGNAGE
Nothing we can
do can change
the past, but
everything we
do changes the
future…
— Ashleigh Brilliant
Introduction
Explore the future from the perspective of retail signage….and highlighting how the
technology and our sense play a role in the retail experience both in and out to the
store.

Understanding the forces of change and provide a framework in which we can

envision this new future of the retail world.
Goal
Provide a snapshot of the changing in retail signage and inspiring businesses in
innovations.

Identify
Trends & technology

Observation
Innovation
Social Behavior
SIGNAGE is any kind of visual graphics created to display information to
a particular audience.

This is typically manifested in the form of way finding information in places

such as streets or inside/outside of buildings.
TYPES OF SIGNAGE

Oil Stock sign - massive signage for Oil Stock age.

Street signage - signs stamped out of metal with lettering embossed or printed (or both).

Neon signage - Electric lighting

Modular signage - A signage system that consists of pre designed elementary units.

Custom-made signage - Signs that are built from scratch to suit a specific requirement
presented by a client or a specific project.

MCFT (Modular Curved Frame Technology) — A contemporary fusion between custom-

made signage and modular sign systems that features a curved profile.

LED sign (light-emitting diodes technology) — LED lighting

Architectural Signage/Way finding Systems - A unified system of signs for a single facility
that aid in way finding and identification of specific destinations within the facility. Signs
include building and room identification signs, directional and informational signs and
regulatory signs. In the US, all such systems must comply with the ADA.
HISTORY OF SIGNAGE

Signs have been a fundamental element in trade and have been

around since human beings first began expressing themselves by
drawing in caves.

When thinking of the history of signs, few of us contemplate its

presence in the ancient world however; in reality they were a huge part
of human communication.
HISTORY OF SIGNAGE

The first known use of signs was

during the Palaeolithic age, around
18,000 BC, where signs were not
only used to communicate, but were
also ritualistic and spiritual in nature
symbolism.

The word ‘sign’ derives from the

ancient Latin ‘signum’ and it means
mark or token.

The Romans were the first to

recognize how valuable signs are
and they introduced the first road
sign system to indicate distances
and direction.
HISTORY OF SIGNAGE

After the dark ages there was a dramatic

increase in commerce, trade and wealth,
and this created increasingly artistic
forms of trade signs. There was
competition to see who could create the
most elaborate signs. The use of gilding,
ornamental iron, bright paint and
carvings became increasingly popular.
During the industrial revolution the
invention of motor cars meant that road
signage became even more important for
maintaining the safety of people.
HISTORY OF SIGNAGE

From a historical perspective, the signs that

get the most attention are the Pub and Inn
signs found in England, Europe and North
America.

They became a method of advertising in 1393

when King Richard II passed an act stating
that all alehouses must post a sign. This is
because the pubs were encouraged to
identify themselves to the official ale tasters
rather than just to promote their
establishments to the public. The practice
caught on and the result was highly creative
and unusual signs, with shop keepers
ensuring that their names were above the
door of business for promotional purposes.
HISTORY OF SIGNAGE

The production of newspapers, flyers and

catalogues occurred during the mid 1800’s.

This coincided with the invention of gas

lighting and electric bulbs creating a new
technology.

In 1929 an American car salesman ordered

the first neon sign. This was made with the
newly invented neon tube, which could bend
into countless shapes and came in many
colours.

The success of neon lights soon spread

across the continent and the rest of the world.
HISTORY OF SIGNAGE

Before and after World War II the quality of

plastics and man-made fibres improved
making it simple to create mass-produced
signage. More developments such as LED
lighting allowed signs to change their
messages such as ‘road closed’, ‘road
open’ and indicating the traffic ahead,
making it a valuable tool in road safety as
well as a convenience to the public.
HISTORY OF SIGNAGE

Due to the plummeting costs of LCD and

plasma TV technology, another revolution in
signage is commencing.

New digital signage using plasma and LCD

are spreading worldwide and we are seeing
the growth of outdoor digital signage.

This is because development in technology

is making it possible for these signs to be
waterproof and well protected. If
continuation of this current trend occurs,
then it is likely that previous signage
innovations mainly neon and LED will be
replaced by digital signage.
THE KEY TO FUTURE
SUCCESS LIES IN
REDUCING COMPLEXITY
ROLE OF RETAIL SIGNAGE

Signage is one of the most important ways to convey your message to your
customers. Your store name, promotions, pricing, and product information may all
be conveyed through signage. Are you getting these messages across effectively?

As a customer walks by your store, you have about 3 seconds to let them know
what they will find inside. What message are you sending? Professional signage
will attract the customer, provide just the right amount of information and invite the
customer to enter your store or try your product.
http://www.youtube.com/watch?v=fy8TjbyvVFg&playnext=1&list=PLE61094C734416563&index=10
Psychology of the Signage
Signage is a cornerstone to any profitable merchandising program. If you plan
to become a value-add consultant to your customers, then you need to be able
to explain how signage impact sales.
Developing Effective Retail Signage

The first step is to understand the needs of your customer. The most important
function is to convey information that speaks to the needs of the consumers.
But experts say many inexperienced retailers struggle with what information to
include in signage. Sign makers can play the hero by helping them understand
what to put on the sign - and what not to put on the sign.
Retail Digital Signage
to Top $1.4 Billion by 2010

http://www.marketingatretailnews.com/article/8882.aspx
Basic of Marketing Economics
Basic of Marketing Economics
Future World

Technological Progress

Environmental Change

Ageing Population
Simplicity

Urbanization Individualization

Smart living
Globalization
Thinking of Tomorrow
Means
THINKING G R E E N
http://www.youtube.com/watch?v=x_oTvZxtG94
http://www.youtube.com/watch?v=ITy5zoRZ7RQ
Reference :

-http://en.wikipedia.org/wiki/Signage
-http://www.pyramidvisuals.co.uk/services/signage/history-of-signage/
-http://www.slideshare.net/slidesbynouve/innovation-and-the-future-2617600
-http://www.ces.ncsu.edu/depts/hort/floriculture/RR/signage/Signage.htm
-http://barryborsboom.wordpress.com/
-http://www.marketingatretailnews.com/uploadedimages/Marketing_At_Retail/Articles/worldwide.gif
-http://www.sideroad.com/Retail_Services/retail_signage.html
KIRAN KUMAR VATHADA :: MS – RETAIL DESIGN MANAGEMENT – TUDELFT
EMAIL : kirankumar@tudelft.nl