A little pick-up truck (“Ute”) drove past me today. Name of the business: ‘Complex Solutions’. That would be kinda the opposite of what I want.
Why not: Simple Solutions
Sign at the coffee shop entrance in a busy mall. ‘Come and in and see our extensive menu.’ Extensive OR Expensive to the hurried eye perhaps?
Why not: See our BIG menu?
Countertop signage on the coffee shop tables in the mall walkway are placed at 900 angle to passing traffic.
Why not: Placed at 450 to (at least) give people a shot at seeing it.
The menu board in the coffee shop lists 5 options (flat white, latte, cappuccino etc) – all priced at $3.00. A lot of noise & clutter & space consumed for overwhelmed consumers.
Why not: Any Coffee – $3
In the window of a book store the new Wilbur Smith novel is offered at 69% discount. Seriously – and you can calculate that?
Why not: Save $20
Can you read this?
Of course you can’t read that. But that is what people do when they make menu boards, posters etc with 3cm letters – and expect customers to read it from 5 meters away.
Why not – indeed.
Retail is detail. As is success.