In most cases, a sign should be considered as an investment which adds value, rather than a cost which reduces value. While the sign on the right informs us what the business does, it is unlikely to invite potential customers in to dine. Whilst the sign was no doubt cheap (we hope!), it could hardly be described as adding value to this business. In order to offer value, a sign must be effective.
Rather than considering price independently, it should be considered together with a number of other factors.
The first factor that affects the over-all value of a sign is how effectively it performs it's intended function due to its placement. Placement can be a question of height (any sign at or about eye level will be seen more readily than one lower down). A sign placed perpendicular to passersby will attract far more attention than one which is parallel. A sign which is surrounded by other signs or distracting images will not gain impact anywhere near as much as one which is clear of other surroundings, free and uncluttered.
Another factor which requires consideration is the design of the sign. A poor design can reduce the effectiveness of a sign by misuse of type styles, wrongly sized text, poor contrast, cluttered layout, etc. To read more about the importance of good sign design, click here.
Another critical factor which affects whether a sign offers good value is how long it lasts for. If an exterior sign which should look good for seven years fails after three, then clearly it offers poorer value than one which went the full distance, even if it cost considerably less.
Unfortunately there are many ways an unscrupulous sign company can cut corners, using inferior materials to reduce costs, producing a sign which fails after a relatively short time.
Price is always important, but there are many different materials and production processes that can be used to create signs. Sometimes the least expensive option is the best choice. But if you want a sign that will last and portray a professional image over the long haul, the least expensive option now may cost you much more in the long run.
“It is unwise to pay too much, but it is worse to pay too little. When you pay too much, you lose a little money...that is all. When you pay too little, you sometimes lose everything, because the thing you bought was incapable of doing the things it was bought to do.”
John Ruskin (1819 – 1900)
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