“But officer, I never even saw that stop sign.” Sometimes people offer this excuse in an attempt to avoid a citation, but sometimes the words are said because they are actually true. Even with something as seemingly large as a stop sign, in our hectic, fast-paced lives, it is very easy to miss large signs unless they really stand out.
Whether it is a traffic sign that we need to see in order to drive safely, directional signs in an office building that we rely upon to find the correct suite, or movie posters outside of a theater that help us to decide which movie we are going to see, when it comes to signs, the larger the format, the more it draws our attention. Our brains are so often bombarded with so many sensory images that unless something is large, bold, or stands out in some other remarkable way, we are likely to miss it.
Studies have shown that the more frustrated that people become, the less likely they are to utilize a particular service. For example, in an office building, place of worship, or a grocery store, if people cannot easily figure out where to go or where to find something without asking for help, they are much less likely to return to that space again. However, when there are large signs with easily readable printing, frustration levels decrease and customers or patrons experience a sense of satisfaction and well-being that encourages them to return.
Similarly, at a convention or trade show, the amount of visual stimulation can often be overwhelming. Our minds begin to block out much of the input so that we are not so overloaded. What does not get blocked out, however, is that which our minds can easily notice and process: large, bold, easily read signs that draw us to that particular product or vendor.
Advertisers, marketers, and vendors have a multitude of advertising and signage formats available to them. However, it would make sense that when they want someone to notice what they are offering, they would seek that which can be the most easily seen and to which our minds naturally gravitate: large format printing.
Whether for conference displays, office or store signage, or outdoor displays, large format printing gets our attention. Our eyes and minds are naturally drawn towards what grabs our attention, while the rest falls into the unnoticed periphery. Those who want to be seen make themselves noticeable with large format printing with a variety of options that are suitable for indoor and outdoor use.