In today’s digital-first, always-on, hyper-connected world, it’s often overlooked how essential signage is in our everyday lives.
Here’s what the research says:
- People are paying attention: This research found that 77% of consumers reported noticing their physical surroundings more now than before the pandemic
- People are tired of tech: This survey found that 32% of people are overwhelmed with the number of devices and subscriptions in their lives
- People prefer print ads: This scientific study found that consumer recall improves when mixed-media campaigns include at least one print component.
Closer to home, the Colemans Signage team has also seen increased interest in our Darwin signage solutions in recent years.
Whether people are getting out more, or brands are seeking creative ways to capture attention, or the print renaissance is upon us – or all of the above – one thing we know for sure is signage is a powerful communication tool.
Professionally produced signage has the potential to capture attention, convey messages and influence customer behaviour. If it’s done right.
The challenges of signage in Darwin
Darwin businesses face unique marketing challenges, from dealing with the intense Northern Territory climate to standing out amidst fierce competition and respecting cultural considerations in a diverse community.
These challenges can make or break the impact of signage.
But don’t worry, we’ve got you covered.
Colemans Printing and Signage is the region’s largest and most experienced promotional partner, with over 70 years of history and fully equipped signage facilities in Darwin and Alice Springs.
With your creative vision, our design expertise and the latest signage technology, we’re sure to find a solution that brings your brand to life.
Five battle-tested tactics to maximise the impact of signage in Darwin
1. Know your audience
Are you targeting tourists or locals? Business owners or passing pedestrians? Over-50s or under-30s; sport lovers or homebodies?
Tailoring signage to specific demographics and consumer behaviours can dramatically increase its impact.
Every decision, from the type of signage you choose – indoor banners, outdoor shopfront signs, moveable a-frames or pull-up banners – to the design, messaging and supplementary promotional material stems from what you know about your audience.
This means going beyond broad observations and challenging assumptions.
It means diving into your target audience’s preferences, lifestyle, culture and habits, using data gathered from a range of reliable sources.
- Online advertising
- Social media channels
- Customer surveys
- Observational research in-store and at events
- Government and third-party data
The Northern Territory Government Department of Treasury and Finance, Tourism NT and Australian Bureau of Statistics all have free data you can use to understand your audience.
From there, researching trends and talking to community members can contextualise these insights.
The more you know about your target customer, the easier it is to design a signage package that delivers a return on investment.
2. Make it visible
Visibility is paramount in signage design. That applies doubly here in the Top End.
Keep in mind that you are competing against not only other businesses for attention but also the bright sun and natural surroundings.
Standing out and making an impact requires a blend of strategic design choices, from the colour palette to font sizes to the clarity of your message and creative use of space.
- Go big: Larger signs are naturally more visible from a distance, however the size should balance with the location (and local regulations) to ensure maximum impact within the space constraints
- Choose colours carefully: A limited, bright and brand-aligned colour palette will make your signage instantly recognisable and easier to remember
- Make it pop: Colours that contrast with each other and the environment work well; don’t forget to think about reflective coatings and illumination to ensure your sign is visible day and night
- Avoid fancy fonts: Simple, bold typefaces that are large enough to read from a distance make life easier for the viewer
- Keep it concise: A clear, straightforward message gives passersby a chance to understand your sign quickly, even at a glance or from a moving vehicle
- Avoid clutter: A common signage mistake is trying to include too much information; effective use of negative space gives each element of your sign room to breathe, making the whole easier to take in
- Focus: Use subtle cues to guide the viewer’s eye to the most important message, like calls to action, contact details or special offers
And finally, remember that placement matters.
Don’t get lost amongst the palm trees – pick locations with high foot traffic and clear visibility.
3. Materials matter
Our weather is no joke.
Darwin signage needs to withstand long sunshine hours, extreme heat, humidity and heavy rains.
The choice of materials is critical if your signage will be exposed to this harsh climate.
All our signage materials are UV-rated to suit Territory conditions, resisting fading from sunlight exposure.
That doesn’t just apply to outdoor banners and shopfront signage but also vehicle wraps, pull-up banners, window graphics and vinyl cut lettering.
We print everything in-house using durable materials designed to withstand the elements, including waterproof and wind-resistant materials where required to prevent structural and aesthetic damage.
That also covers our wide range of eco-friendly signage materials and water-based inks.
We have made a conscious effort to invest in sustainable solutions, giving local businesses a better alternative and more options for signage in Darwin.
Bottom line? Local brands now have access to signage solutions that make a high impact on customers and a low impact on the earth.
4. Lean into local flair
The best signage in Darwin reflects the Top End’s unique spirit and the brand’s connection to the community.
Incorporating elements that are unique to the Northern Territory helps your signage to resonate with a local audience.
- Local colours: Territory colours, like deep desert reds, lush tropical greens, and dazzling coastal blues, evoke strong emotional responses and connect your signage to the environment we all adore
- Local art: Collaborating with local artists and Aboriginal communities is a win for everyone involved: hardworking Territory artists get recognition and income, Aboriginal imagery is used respectfully, and your signage looks fantastic
- Local imagery: Incorporating the places, faces and scenes that make our region unique can serve as a powerful symbol to communicate your brand values
- Local lingo: A dash of humour with a Darwin flavour can be effective in our community, although it’s important to be relevant, respectful and tactful
Signage plays an important role in reinforcing the brand you have worked hard to build.
By adding a Darwin flair, advertising your business and your brand’s connection to everything that makes the Territory unique.
5. Think outside the box
The one thing signage should never be is boring.
Whether you are refreshing your brand, launching a new campaign or experimenting with a mixed-media marketing strategy, our Darwin signage team has a few creative “hacks” that bring brands to life.
- Textured finishes to turn static displays interactive or grab attention with a 3D effect
- Custom shapes and designs so you can transform any surface with signage
- Durable, eco-friendly floor signage that works indoors and outdoors, helping to direct foot traffic and communicate information through visual cues
- Blending physical signage and digital elements to create a high-impact mixed-media display
- Continuous design that tells a story across multiple installations
We work closely with clients to understand the motivation and goals behind every signage project.
That way, we can design a package that truly stands out.
Ready to get noticed?
These tips are just the start of what’s possible when you partner with Darwin’s signage specialists.
Remember, impactful signage balances strategic planning, creative design and the right materials.
With over 70 years of experience, Darwin’s best design team and the latest signage equipment all under one roof, Colemans Printing and Signage understands how to balance these elements for maximum impact.
