How Businesses Can Influence Buying Decisions Using Comprehensive Visual Communications

Author: Christina Krenek

(CARROLLTON, Texas) — A key need for businesses during the holiday selling season is getting their message out. It's important for retailers and those in the hospitality industry to have a visual communications strategy that incorporates a variety of different types of signs and graphics, inside and out.

“This is one of the busiest times of year for many people, making it even more important for businesses to differentiate themselves and get noticed,” said Drue Townsend, Senior VP of Marketing for FASTSIGNS International, Inc. “Using custom visual communications can serve many purposes including letting someone know your business exists, telling them how to find you, creating a unique in-store experience, promoting products or services, and connecting with customers.”

The PwC 2017 Total Retail Survey found that 59 percent of consumers want an inviting ambiance when they shop and 78 percent still want a sales associate with a deep knowledge of the product range. To achieve this, FASTSIGNS® recommends using a mix of permanent and temporary signage to attract buyers and help educate front line employees.

To create a welcoming environment, businesses can use branded interior décor graphics. For example, floor to ceiling wall murals transform a space and can complement the décor. Window graphics can provide privacy, showcase a product or service and provide shade. Digital signage can communicate changing messages and offer engaging content in real-time. Whether it’s a single kiosk, digital menu boards, a table top display or a wall of screens, digital signs enhance the shopping experience, keep people informed and influence purchasing decisions.

To provide valuable information to buyers and employees, use signs and visual graphics to display product features and benefits, as well as to communicate holiday and promotional messages. Use custom point of purchase displays to showcase merchandise, floor graphics to direct people to specific product areas, and temporary window decals.

Having a strategic visual communications plan helps businesses both during the busy holiday season and as they prepare for the New Year.  


FASTSIGNS International, Inc. is the largest sign and visual communications franchisor in North America, and is the worldwide franchisor of more than 660 independently owned and operated FASTSIGNS® centers in eight countries including the U.S., Canada, England, Saudi Arabia, UAE, Grand Cayman, Mexico and Australia (where centers operate as SIGNWAVE®).

FASTSIGNS locations provide comprehensive sign and visual graphic solutions to help companies of all sizes and across all industries attract more attention, communicate their message, sell more products, help visitors find their way and extend their branding across all of their customer touch points including décor, events, wearables and marketing materials. Learn more about sign and visual graphic solutions or find a location at Follow the brand on Twitter @FASTSIGNS, Facebook at or on LinkedIn. For information about the FASTSIGNS franchise opportunity, contact Mark Jameson at (214) 346-5679.