guide Archives - OOH | Retail Branding | RollingBanners
July 19, 2019

Cost And Performance Comparison of Signage Types

INFORMATIONAL Cost And Performance Comparison Of Signage Types Choice of signage used for the retail branding depends on many factors, knowing them helps brand in getting […]
July 19, 2019
Understanding the World of Signage | museum signage

Understanding the World of Signages

INFORMATIONAL Understanding the world of Signages Signs are not only useful tools but they can also become a visual and inanimate salesperson for your business. In […]
July 19, 2019

Mistakes to Avoid While Signing up a Retail Branding Partner

INFORMATIONAL Mistakes to avoid while signing up a retail branding partner Accurately depicting the marketing communication of a company at retail touch-points largely depends on the […]
July 16, 2019

Things to Consider When Designing a Signage

INFORMATIONAL Things to Consider When Designing a Signage A sign board is a display of name / logo of the business placed on top of a […]
July 16, 2019

TATA Harrier debuts at St. Regis Hotel in Mumbai

display setups TATA Harrier debuts at St. Regis Hotel in Mumbai Case : TATA Harrier Display May 7 2019, Rolling Banners in association with TATA Motors […]
May 28, 2019

Roadshows Got An Upgrade

OOH advertising ROADSHOWS GOT AN UPGRADE Case : Savsol Roadshow, Gujarat “We attempted to create brand equity through roadshow by designing and fabricating a truck that […]
March 8, 2019

Anatomy of Display Set-ups

AIRPORT SETUP Anatomy of Display Set-ups Case : Mahindra Formula E display set-up at T2, Mumbai “The set-up was designed to display Mahindra’s Formula E racing […]
December 28, 2018

Bus Ads vs Truck Ads : A Comparison

For mass market brands, advertisement on city buses has become a convenient norm. Rightly so, buses as an OOH promotion media are economical and dependable. For […]
December 28, 2018

Promoting Gulf Super Fleet Turbo Mini via Mobile Billboards

Case: Gulf has newly launched an engine oil designed specifically for mini trucks. Since the movement of these mini trucks is primarily in cities, the needs […]
December 28, 2018

Media Options for Insurance

Three Unconventional Media Options Suitable for Insurance Sector For insurance sector, JFM quarter is the time of the year to make money. The sector is really […]
December 26, 2018

Cleveland CycleWerks India : Helping Build a Brand

About : Cleveland CycleWerks India A motorcycle company which was founded (by Scott Colosimo, Jarrod Streng and Curtis Ray in 2009) in Cleveland, Ohio of the […]
December 19, 2018

Roadshows : Reach the Unreachable

A scalable method of promotion in Tier-2/3 towns   We marketers often struggle to devise a promotion plan for a TG which is scattered in tier-2/3 […]
November 22, 2018
FedEx retail branding

FedEx : Branding Operations

Company overview FedEx Express is the global leader in express distribution, working actively in more than 220 countries. Having started operations in India in 1984, today, […]
October 24, 2018

Dedicated Mobile Billboard Activation for Racold

Product activation for: Racold Solar Water Heater Although the market for domestic solar heaters is on the rise as the Report shows. There are other dominant […]
September 4, 2018
Amber light

Amber vs White Light : Signage Lighting

Signage lighting is an important aspect for any store outlet, it helps to create an ambiance and overall outlook of the store. We discuss Amber vs […]
August 31, 2018
signage material

Signage material : Metal v/s Acrylic

Signage material is a choice that you need to make before getting the appropriate signage for your business. It can get confusing at time because of […]
August 31, 2018
signage lighting

Signage lighting types : External lit v/s Internal lit

Signage lighting is decided by the surrounding set-up, the kind of ambiance desired and the nature of business. Externally-lit signages are used typically in case of […]
August 30, 2018
led letters

LED Letters Signage : Side Lit v/s Front Lit

LED letters are the most popular signage today used to display store name / logo in the markets. We discuss the two types of lighting that […]
August 3, 2018
SIgnage Board Design - Variation in visibility depending on text

Signage Board Design : Factors to consider

A sign board is a display of name / logo of the business placed on top of a store, it helps existing customers in locating a […]
April 11, 2018

[Case Study] #Eat_Lot_Fikar_Not – Sampling Activity for “Too Yumm!”

Summary: Too Yumm, a health snack brand of the RPSG Group wanted to attract consumers in a market where snacks mean deep-fried food traditionally. The millennials […]
September 29, 2017

Ready to go OOH this Diwali?

With Diwali just around the corner, most of the Indian households have already started preparing for the grandeur. So is the case with all the marketing […]
September 21, 2017

Mobile Billboards in the World of Outdoor Advertisements

A marketer is someone who seeks a response- attention/ purchase/ donation. The marketing industry must have been in awe of the coming of Static Billboards. The […]
September 1, 2017

Premium Brands on Transit Media – Now a Reality.

Has ad maintenance & premium brand tag on the transit media been giving you goosebumps? Have you always been wary of the transit media market in […]
June 30, 2017

Will India follow Western World’s footsteps in Transit Media Movement

While, Branding on heavy goods vehicles has become a common thing in the west (big names such as Pepsi, Nestle are investing in it), brands in […]
June 24, 2017

Eid Mubarak

First of all, wishing you Eid Mubarak. While everyone’s getting so close to social media, we are slowly drifting away in the real world. This Eid, […]
June 22, 2017

Why & How Online Enterprises are Going Outdoor for Digital Presence?

As Indian market is witnessing an ever increasing digital presence of its consumers, digital marketing has created an aura of targeted marketing solution. But after a […]
May 17, 2017

Introducing HEAT MAPS for tracking campaign spread and coverage

Investing in a transit media has its own benefits and underlying challenges. In this week’s publication, we would like to shed some light on how we […]
May 2, 2017
OOH advertising

How is OOH advertising placed in rising media revolt?

Centuries before, Egyptian marked the beginning of advertising industry by installing obelisks at outdoor places. A 100 years ago, the “interruption model” of advertising found origin […]
March 7, 2017

Frugal Marketing Tactics –’s Mobile Billboards Campaign in Mumbai

Following case highlights how ran a mass awareness drive in Mumbai at a frugal spend. The brief captures the gist of philosophy, planning, media selection, […]
January 2, 2017

5 wishes for Marketers in 2017

With the start of 2017, Rolling Banners is wishing all marketers around the world a successful and mark-making year. Check out our marketer wishes. #Wish-1: May […]
December 28, 2016

Clever Use of Mobile Billboards

Mobile Billboards offer a great deal of flexibility to showcase a brand wherever and whenever with reasonable freedom. They help to bring a message or product […]
December 17, 2016
brand positioning - dominos

Power of Focus in Positioning

Advertising is much like war, minus the venom. Or much, if you like, a game of chess. We are usually out to capture others citadels or […]
December 1, 2016

[Case Study] How Castrol Utilised Mobile Billboards for Outdoor Promotion

Castrol outdoor promotion : The following case highlights the various aspects such as Ideation, challenges, Planning, and Execution of a recently conducted mobile billboard campaign by […]
November 10, 2016
Surrogate marketing - Pan Bahar

Surrogate Marketing

Why & How Surrogate Marketing exists In India, it is banned to have TV ads promoting carcinogenic products & alcohol. But these products are high margins […]
October 24, 2016

[Case Study] McDonalds campaign in Bandra Kurla Complex

Aim: To study effects of the Mobile Billboard Campaign in a dedicated neighborhood and localized geography. McDonalds Outdoor promotion. Lets recap to April, McDonald’s just opened […]
October 20, 2016
marketing vs sales

Sales vs Marketing

People often confuse with two as synonymous but there is a difference and a huge one. Sales is selling your product by converting prospects into actual […]
October 12, 2016
essence of marketing

The Essence of Marketing

The need of every business is to make revenue. There are only 3 sources of revenue for any business. Transaction – People buy your product. Subscription […]
September 24, 2016

Experimenting with Advertisement Channels

Jeff Bezos, CEO, and Founder of Amazon once said: “if you double the number of experiments you do per year you’re going to double your inventiveness.” […]
August 19, 2016
festive marketing strategy

This Festive season – Do not go Un-noticed !

With the festivals waiting right around the corner most brands experience the highest sales of the year from September to December. Festivals are a perfect time […]
August 16, 2016
airterl 4g viral campaign

Viral Campaign: By Mistake OR By Design ?

It’s easy to tell someone how to design a viral campaign. “Just make it unique and high-quality!” Doing it is not so easy. In 2015, daily […]
June 2, 2016

Guerrilla Marketing is the ‘New Cool’

Have you ever gone over a campaign which left with you a shout as Woaaaaaah that is something cool! Goodness, Yes! You got it right Guerrilla […]
May 10, 2016
personality of marketing channels

Personality of Marketing Channels

Just like humans every brand has its own personality. One as a customer would get intrigued by the brand when one draws similarities and belongingness with […]
May 6, 2016
evaluating impact of outdoor advertising

Evaluating the impact of Outdoor Advertising Campaign

There are very few places left where people go and they are not exposed to commercial messages. Out-of-home (OOH) advertising is seen everywhere. Other than word […]

Things to Consider When Designing a Signage

A sign board is a display of name / logo of the business placed on top of a store, it helps existing customers in locating a store. 

For new shoppers, looking to buy products that you deal in, the sign board can act as an invitation. How strong the pull of the invitation is, depends on the quality and attractiveness of the signage when compared to competitors around you. We have created this comprehensive signage design guide to help you through all the steps till you get the best possible signage for your business.

Why you should invest in a good signboard?

Survey data - impact of a signage
  1. A good sign board gives the store a unique identity and helps in building a brand image for a business.
  2. Several surveys show that a signage is very impacting in influencing a customer’s buying decisions, a signage can act as a deciding factor for customers on deciding to enter the store or not.
  3. A company’s signage helps customer recognize the brand, just as labels on a grocery store shelf make a product instantly recognizable. Make sure the name of your business, logo, company colors, catch phrase, etc., are consistent everywhere they’re used; on your sign, letterhead, business cards and print ads etc. This builds recognition and helps brand your business firmly in the mind of the consumer.
  4. Today’s consumers have higher disposable income, hence impulse buying has increased manifold in the past few years. To exploit this instinct of the customers, and increase sales subsequently – you need to adopt an holistic approach in branding of store and the retail arrangement.

Things to consider during the design process:

Choice of distance and letter height:

  • The sign board needs to have high contrast, be easy to read, visible from long distances and catch peoples’ attention in a few seconds.
  • Make sure the information is clearly visible to all. The customers should be able to easily read the signboard even from a distance. Choose a light background color and a dark text color for clear visibility.
  • For calculating best possible visibility, in terms of positioning, the following analysis needs to be done. 

  • The following formula can be used to find the minimum size (height) of the lowercase letters that can be used which is visible to the viewer from a set distance.

Here, R – reading distance (in meters) and X – height of lower case letters.

  • Consider the following:

  • In the below image, for a given store, if the width of the street is 5 meters, then, for every element of the signage to be visible through the width of the street. Using the above given formula, the minimum height of lowercase letter should be:

    X = 5/200 = 2.5 cm

Choice of color and its impact on illumination and visibility:

  • The colors used for sign letters, objects, and background greatly impact the sign’s visibility. In a study, the following color combinations were ranked from most to least readable. Also when going for a lighted signage, the impact of the color on lighting also needs to be considered. Different colors behave differently to illumination. When you have planned to go ahead with an in-lit signage, then you should be aware of the behavior of the color of sheet being used to the lighting. More illumination typically leads to more visibility

Percentage of light reflected by various colors:

  • In case a store is located in a market setting with a lot of stores, then in order to maintain the visibility, you should choose a light color for the signage. But, in case of no or very low competition around, even a dark color signage can work while keeping a premium and commanding presence.

Types of Lighting and its utility:

  • If you have decided on going ahead with a letter signage with inbuilt lighting, then there are two ways to do the same. One is to embed the light in the whole box-backdrop and the other is to embed the light only within letters (as illustrated in the below given images).

box signage
Box Lighting Signage
Lit Letters Sigange
  • In the first case (Box Lighting) the options of lighting are – panel lights and module lights. Panel lights are bigger in size and hence need a bigger space to accommodate and illuminate, while module lights are smaller and require smaller spaces to accommodate and illuminate.

    The brands typically supplying these light options are ONIX and Samsung with cost varying from INR 25/pc to INR 50/pc for module lights depending on warranty ranging from 1year to 5years. In case of In-lit letters the minimum depth of letters required is 2.5 inches and minimum width required is 1 inch.

Points to consider before installation:

  1. The signage should never block the entrance of the store. 
  2. It should not hide the interiors of the store.
  3. Install the signage at a place which can be easily viewed by all; even from a distance.
  4. Don’t put too much information on the signboard. Let the customers walk into the store and find out on their own what the store is offering.
  5. The signboard should not mislead or confuse the customers.

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July 16, 2019

Things to Consider When Designing a Signage

INFORMATIONAL Things to Consider When Designing a Signage A sign board is a display of name / logo of the business placed on top of a […]
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