Print Monthly

He also highlights the popularity of LED for customer’s increasing concern about energy efficiency.

“Customers associate a brand with its external signage in direct and personal ways. The impact occurs on two levels: in a conscious way, the customer receives information and a certain representation of the brand; and in an unconscious way, the sign’s design results in a value judgement, leaving the customer in favour or against the brand,” says Cees Steenkuyl, who looks after LED Signage Europe at GE.

How a sign is lit is vital to effectively presenting the right message”

Steenkuyl continues: “How a sign is lit is vital to effectively presenting the right message. With their efficient performance and low cost, LED options can create a much better brand experience.”

He also notes that signage constantly acts as a marketing tool which can affect the positioning of your brand, explaining: “Service centres that operate around the clock, such as hospitals, gas stations, fast-food restaurants in shopping areas and 24-hour stores, use lit signage to help customers find their location.”

One increasing concern amongst customers is the need for sustainable, energy efficient lighting, says Steenkuyl, and LED has become a reliable, low maintenance alternative. Especially because of its flexibility, it is easy to customise designs required by different brands.