By Margie Proctor
Hillphoenix Marketing & Design Specialist

Merchandising has two main objectives: to engage shoppers and influence their buying decisions. Beautiful, surprising displays are powerful ways to accomplish both goals. But don’t overlook the persuasiveness of a simple sign.

Signs can do everything from attract shoppers to your juice bar from 30 feet away to educate them about the nutritional value of the fruit and vegetable beverages they’ll find there. Here are some great ways to incorporate signs into your store installations and displays, all centered on selling food — and your brand.

• Train shoppers to open the refrigerated case. Use directional signs to lead shoppers to your closed cases, and post a sign showing an ingredients list for making a great salad. (Offering matching takeaway recipe cards is a good idea, too — a merchandising one-two punch.) If both directional and informational signs are artistically rendered chalkboards, you’ll create continuity and add a gourmet touch.

• Promote your green deeds. Use signs in the refrigerated aisle to let shoppers know just how much closed cases cut power consumption: “Our energy-efficient coolers save enough to electricity to power 20 three-bedroom homes.” Tell your story of sustainability, and customers will embrace it.

• Inspire customers to buy fresh and healthy. Post informative, eye-catching signs on the front of your cases: “It only takes 3 minutes to make a salad from our prepared ingredients.” Or, “Did you know a cup of cantaloupe provides 108% of your daily vitamin C and 1.5 grams of protein — all at just 60 calories?”

• Have a sense of humor. Display baskets of gourmet dressing near the checkout and use clever signage — perhaps depicting a salad in a suit or skirt and blouse — to remind shoppers that no salad is ready until it’s dressed.

• Use your refrigerated or frozen case as a mini-billboard. Check out this callout for holiday meal orders. Glass door fronts are prime advertising real estate.

No matter what your signs are “selling,” keep them simple and attractive. And always ask yourself: Is this sign inspirational or informative? If the answer is no, skip the sign. If the answer is yes — well, that’s a good sign.