LED’s: The power behind the throne
The sales development manager at GE Lighting has spoken out about how high-quality LED signage can have a dramatic effect on marketing impact and sustaining a positive brand experience—naming signage as the ‘visual identity of your brand’.
Thursday, 17 Sep 2015 12:13 GMT
Cees Steenkuyl of GE Lighting discusses the impact LED signage can have for brands, noting this stunning example at Frankfurt Airport
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.
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