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Signages as Art and Interaction

Posted by Wendy Swan on March 20, 2018 at 9:35 PM

If philosophers are to be believed, signs constitute the thing itself. Practically, signs, whether directly or indirectly, indicate the presence of something. Either way, signages have become indispensable components of any commercial or business public visibility credo especially in this day and age where the battle for the public’s attention is as competitive more than ever. And companies are expending spending significant creativity and resources to utilize signages for heightened and sustained visibility.

Signages as Art Form

In Singapore, signages must reflect quality and this means aesthetics. Digitally clear photos or videos, powerful images, artistic color combination, balance, symmetry, and spacing are all visual elements that not only makes and advertisement or billboard or front office signage more appealing but also helps establish an identity.

And then too there is the critical issue of content. Unique, though-provoking, witty, catchy, relevant content that strikes a chord among majority of potential customers is crucial feature of effective signages.

Today, signages in Singapore need not only be unique, bold or stunning in terms of visuals and content, they also need to be regular. That is, there must often be new ones. Name-recall, or relationships with a small, local market segment are effectively established only through sustained interaction through signages including announcement, advertisements, even plain display functions. This means one or two signage may be sufficient enough to define a product or company’s competitive advantage and even corporate identity. After all, corporate branding is not simply about having unique specific mark or names that can be incorporated into logo or taglines or official colors it also means regularly announcing yourself and your existence.

Signages as Public Interaction

Although sales and customer service remain the main point of interaction between any company office or office and its main market, in todays highly competitive environment, where even social media and information technology interfaces can be considered ‘real’ points of contact, signages likewise have added ‘virtual’ functions. The regularity of displays, changing signs, regularly new advertisements, continually replenished billboards all suggest mobility and dynamism and indicates that a company or office is alive and well and is regularly trying to stay relevant. That in itself is a very powerful public visibility statement that goes beyond packaging.

Of course innovations, product packaging, catchy corporate mottos, celebrity endorsements, strategic and significant airtime and other conventional marketing strategies are still dominant forms of soliciting interest from the public but signages can help sustain these by maintaining patronage and loyalty.

Signages in Singapore have become such vital element of public interaction and an ever-increasing concern of companies such that designing signages have become an industry of its own. With the growing demand for signages, various firms have specialized in layout, digital media services, production, and strategic set-ups of various signs for companies and offices that are more than willing to pay for such services. And these companies too are evolving along with the trade. There are now assorted agencies offering new types of professional services for branding and public image needs including interior designers, exhibition design consultant, show set-ups and even event organizing services from conceptualization to implementation. Generally, these exhibition companies provide innovative, creative and practical solutions to challenges of creating a narrative, establishing product or company branding or communicating social message and uses a wide range of technologies and techniques to establish meaningful interaction between a company and their public. And signages are a fundamental element of these projects.


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