signage as non-verbal communications.

1.0               Introduction to Nonverbal Communication

Non-verbal communication describes the process of conveying meaning in the form of non-word messages. Some forms of non-verbal communication include chronemics, haptics, gesture, body language, object communication such as clothing, hairstyles, architecture, symbols, info-graphics, and tone of voice, as well as through an aggregate of the above. Speech also contains non-verbal elements known as paralanguage. This form of communication is the most knows for interacting with people. These include voice lesson quality, emotion and speaking style as well as prosodic features such as rhythm, intonation and stress. Research has shown that up to 55% of human communication may occur through non-verbal facial expressions, and a further 38% through paralanguage. Likewise, written texts include non-verbal elements such as handwriting style, spatial arrangement of words and the use of emoticons to convey emotional expressions in pictorial form.

2.0               Objective.

2.1        Identifying types of signage.

2.2        How make a signage successful in business.

2.3        Describe advantages and disadvantages of signage.

3.0               SIGNAGE AS NON-VERBAL COMMUNICATIONS.

Signage, refers to the design or use of signs and symbols to communicate a message to a specific group, usually for the purpose of marketing or a kind of advocacy. A signage also means signs collectively or being considered as a group. The term signage is documented to have been popularized in 1975 to 1980.

Signs are any kind of visual graphics created to display information to a particular audience. This is typically manifested in the form of way finding information in places such as streets or on the inside and outside of buildings. Signs vary in form and size based on location and intent, from more expansive banners, billboards, and murals, to smaller street signs, sandwich boards and lawn signs. Newer signs may also use digital or electronic displays.

The main purpose of signs is to communicate, to convey information such that the receiver may make cognitive decisions based on the information provided. In general, signs may be classified according to the following functions:

3.1     Information: signs conveying information about services and facilities, such as maps, directories, or instructional signs.

3.2     Direction: signs showing the location of services, facilities, functional spaces and key areas, such as sign posts or directional arrows.

3.3     Identification: signs indicating services and facilities, such as room names and numbers, restroom signs, or floor designations.

3.4     Safety and Regulatory: signs giving warning or safety instructions, such as warning signs, traffic signs, exit signs, or signs conveying rules and regulations.

Signage is distinct from labeling, which conveys information about a particular product.

                                                                           (Debbie D. Dufrene,2012)

4.0               HISTORY

The French ‘enseigne’ indicates its essential connection with what is known in English as a flag, and in France, banners not infrequently took the place of signs or sign boards in the Middle Ages. Signs, however, are best known in the form of painted or carved advertisements for shops, inns, etc. They are one of various emblematic methods used from time immemorial for publicly calling attention to the place to which they refer.

The ancient Egyptians and Romans were known to use signs. In ancient Rome, signboards were usually made from stone or terracotta, and Greeks are known to have used signs also. Certain signs became identified with certain trades and some of these later evolved into trademarks. Other signs can be grouped according to their various origins. Thus, at an early period, the cross or other sign of a religious character was used to attract Christians, whereas the sign of the sun or the moon would serve the same purpose for pagans.

In 1389, King Richard II of England compelled landlords to erect signs outside their premises. The legislation stated "Whosoever shall brew ale in the town with intention of selling it must hang out a sign, otherwise he shall forfeit his ale." This was in order make them easily visible to passing inspectors of the quality of the ale they provided (during this period, drinking water was not always good to drink and ale was the usual replacement). Later, the adaptation of the coats of arms or badges of noble families became common. These would be described by the people without consideration of the language of heraldry, and thus such signs as the Red Lion, the Green Dragon, etc., have become familiar, especially as pub signs.

Whereas the use of signs was generally optional, publicans were on a different footing from other traders in this respect. As early as the 14th century there was a law in England compelling them to exhibit signs, for in 1393 the prosecution of a publican for not doing so is recorded. In France edicts were directed to the same end in 1567 and 1577.

Since the object of sign boards was to attract the public, they were often of an elaborate character. Not only were the signs themselves large and sometimes of great artistic merit (especially in the 16th and 17th centuries, when they reached their greatest vogue) but the posts or metal supports protruding from the houses over the street, from which the signs were swung, were often elaborately worked, and many beautiful examples of wrought-iron supports survive both in England and continental Europe.

The signs were a prominent feature of the streets of London at this period. But here and in other large towns they became a danger and a nuisance in the narrow ways. Already in 1669 a royal order had been directed in France against the excessive size of sign boards and their projection too far over the streets. In Paris in 1761 and in London about 1762-1773, laws were introduced which gradually compelled sign boards to be removed or fixed flat against the wall.

For the most part they only survived in connection with inns, for which some of the greatest artists of the time painted sign boards, usually representing the name of the inn. With the gradual abolition of sign boards, the numbering of houses began to be introduced in the early 18th century in London. It had been attempted in Paris as early as 1512, and had become almost universal by the close of the 18th century, though not enforced until 1805. Another important factor was that during the Middle-Ages a large percentage of the population would have been illiterate and so pictures were more useful than words as a means of identifying a public house. For this reason there was often no reason to write the establishment's name on the sign and inns opened without a formal written name. The name being derived later from the illustration on the public house's sign. In this sense, a pub sign can be thought of as an early example of visual branding.

During the 19th century, some artists specialized in the painting of signboards, such as the Austro-Hungarian artist Demeter Laccataris. Pending this development, houses which carried on trade at night such as coffee houses, had various specific arrangements of lights, and these still survive to some extent, as in the case of doctors dispensaries and chemists shops.

Privilege signs were common on retail stores during the 20th century, although many of them are no longer present, or have become abandoned ghost signs. (wikipedia.org)

5.0               TYPES OF SIGNAGE

5.1        External Signs

When you drive through a commercial center or walk down the street, your eyes are bombarded by the clutter of business images competing for your attention. 

To stand out in what is often an overcrowded market place, your signage needs to deliver maximum impact, clearly presenting your brand and capturing approval. 

Whether you are after a fresh total business signage make over, new fascia signage to identify your building, window signage to drag customers in off the street or eye catching signage to direct people your way.

5.2        Internal signs

When customers have found you and entered your premises, next is what firm must do.

Firstly, you should be looking to reinforce your brand internally so that your customers can be certain of their location and to communicate the important messages that underpin your brand. Secondly, you might want to use signage to direct people to the different areas within your business. Thirdly, you have the opportunity to present the offers and offers and deals you have with eye catching signage.

5.3        Outdoor signage

Outdoor signage is larger than life, boldly reaching out to grab your audience's attention.

You have the opportunity to create greater awareness for your brand, direct people to your business and showcase your products and services to your target customers. This sign can show your firm to audience for long-distance look.

5.4        Illuminated signage

If your business relies on evening trade or you want 24-hour exposure for your brand, illuminated signage is the answer. Signage professionals who can specify and create illuminated signage in fluorescent, incandescent, neon or new energy saving LED options. With a focus on even lighting, aesthetic appeal and optimal brightness, your illuminated signage is sure to be a success for your business.

5.5        3D / Fabricated signage

3-Dimensional or fabricated signage give your signage the extra punch to really leap out at your customers. Whether you are after a pylon sign to greet your customers out on the street, a light box to impress your message or fabricated signs or letters for personalized flair.

Talk to the signage experts to achieve the right combination of materials, contrast, shadows, halo and lighting effects to truly differentiate your brand in the marketplace.

5.6        Vehicle Liveries

Turn your car into a mobile billboard with the clever application of vinyl or digitally printed graphics.

Whether you are after a full vehicle wrap for maximum exposure or clean crisp graphics to professionally present your business, for your car, van, truck, motorcycle or boat signs.

Bring your vehicle in for a measure up and quotation and if you want help with design the graphic design team can develop outstanding graphics to compliment your business image and drive your marketing dollar further.

5.7        Digital Printing

When it comes to really bringing your signage to life, there is no match for the promotional value of full colours digital .Your business is not flat and boring so why should your signage be? Your signage can be a vibrant combination of photographs, graphics and messages. More of an advertisement for your business and targeted at the very customers that walk through your door.

Using the finest materials, inks with the options of anti-graffiti or UV laminates to protect them and extend their life spans, in combination with digital printing expertise.

Some specialty digital print services include Posters, Polypropelene, Canvas, One Way Vision, Reflective signs and wallpaper.

5.8        Traditional Signwriting

Traditional signwriting actually same with outdoor and external signage. But it seem more simple and traditional look. Although it look like simple, the function of this signage is same like others. This sign can show and define your firm to audience clearly.

5.9        Banner Signs

Banner sign always locate outside of firm. It will show to audience that drive-through your firm. It always locate near from streets where your firm locate. It is more efficient because you can change and replace its design when you want.

5.10     Window Displays

This sign is common use for all store to attract their customers. Customers will attracted when they walk infront of your business. This sign always shows their brand and name that can influence audience to get in their store.

5.11     Safety Signs

Safety signs is designed according to Countries Standards. These signs include mandatory safety signs, traffic signs, road signs, fire exit signs, Braille and tactile signs, warning and hazard as well as reflective signs. Contact us concerning your requirements.

5.12     Pavement Signs

These signs are a simple yet effective way of displaying both permanent and temporary messages.

                                                                                     (signdoctor.com)

6.0               EFFECTIVE SIGNAGE

Although signage is a part of non-verbal communication, this is one of the best way to deliver a complicated message to audiences just in one-look. Audience will describe themselves what message that include in that sign. But, to make this signage look more efficient, companies or firms must follow some practices.

6.1        Be specific:  A customized sign can give you just the right message in just the right place, known as narrowcasting. When designing a sign, include specific details, such as location-specific instructions and relevant product information.

6.2        Keep it simple: Your sign’s message needs to be clear, yet one with too much information is often ignored. Use the five-second rule which states that if you can convey the main themes of the sign in less than five seconds, you pass. If it takes longer, shorten your message or use a series of signs.

6.3        Write in headline text: This should help you be concise and simple all at once. Understand the first principle of print journalism: the punch line matters. Can you simplify your text? Can you take out prepositions and extra words? Effective custom signs use a message hierarchy: headline, explanatory text, and finally, a call to action. 

6.4        Make a call to action: Signs are advertisements, and as any good advertiser knows, you need to get the customer to do something; that’s the call to action. An effective sign needs to have a simple goal.

                                                                           (Richard Blundle,2008)       

7.0               Advantages of Signage

7.1        Rapid communication of messages

The message of non-verbal communication reached the receiver very fast. For this reason it reduces the wastage of valuable time of the communicator. For example, manufactured signs, such as those used on roads and motorways, also have the capacity to convey essential information quickly and easily. Signs are practical because nearly everyone is used to looking at and reading signs. People often read and remember what is on signs.

7.2        Securing audience attention

Non-verbal cues of communication like sign and symbol can also communicate some messages very quickly than written or oral messages. A striking image can make us stop and look. For example, when we drive at highway, we can see a video signboard. When we go to a big city, we will see many video sign of advertisement. Many company use video sign to promote their product because mostly, people will attracted by something interesting.

7.3        Simplification of complex messages

There is a general requirement in organizations to simplify messages, so that they can be readily understood by non-specialists, and by people who do not have sufficient time to absorb a detail verbal explanation. In every business it is definitely important to try the things that were proven to be really beneficial for all sorts of business. Sign boards have been used for such a long time but all business owners cannot simply live without it. Signs communicate to potential customers twenty-four hours a day, seven days a week. Every time people pass your business, they will see your signs. The mere repetition of the message will help them remember your business.

7.4        Making messages memorable

Non-verbal signals can help to get your message into a receivers short or long term memory. Other visual symbols, such as those associated with the major world religions, are even more enduring. A visual hook is an image or picture that has enough impact to attract a person’s attention and enable them to remember the idea or product often by relating it to (or hooking it to) previous knowledge or experiences. Usually, corporate and product advertising use of visual hooks to establish and build brand awareness and long-term reputation.

7.5        You can communicate with someone who is hard of hearing of deaf.

Non-verbal communication helps people with disabilities such as deaf and dumb to understand each message conveyed only through the board. Boards are generally a good message and more to warn the public. In addition, traders also took the opportunity to introduce their new products through advertising their business on the notice board. So it makes it easier for the disabled deaf and dumb got a brief message through the board.

7.6        You can communicate at place where you are supposed to maintain silence.

Non-verbal communication is one that does not interfere with the communication strategy of a noisy environment. Message boards are the best speakers to maintain a quiet environment. For example, sign board is suitable to use in the library because people can only read the message at sign board without any words. And as we knows we can’t make a noisy and need to maintain silence.

7.7        You can communicate if you are far away from a person. The person can see but not hear you.

Non-verbal communication helps people communicate far away from to the others person. Such as, Prime Ministry can’t meet all people in his country, so he may used a sign board to make a wish for any celebration and give a simple and meaningful message for people.

7.8        Non-verbal communication makes conversation short and brief.

Sign board as a non-verbal may save time, cost and energy because we do not have to deliver the message that too much and long epoch of time. Through this bulletin board we can produce short and brief communication through symbols, images and language gestures.

7.9        You can save on time and use it as a tool to communicate with people who don't understand your language.

Sign board will save on time and we use it as a tool to communicate with people who don’t understand your language. This is because they may be can understand the message through symbol, picture and icon. Such as sign board for safety rules.

                                                                  (H.L Goodal, Jr. Sandra Goodal2012)

8.0               Disadvantages of Signage

Sign board is one of the medium of non-verbal communication to deliver message. The disadvantages of sign board are :

8.1        Difficult to understand and requires a lot of repetitions.

Sign board is a visual approaching in order to convey information.  It is consists of the use of graphic, color, text and shape.

The use of visual can attract people to look at the sign board but the visual display also has its own weakness which it is hard to understand. For certain individual who has lack of abilities such as slow in learning or people who has weaknesses that related to the disease of brain, they will need an explanation from others in order to digest the message from the sign board. This is because they not understanding the content of the sign board themselves due to the use of visual display. As we all know, visual display shows the important element for the message in a sign board but somehow disorder in linking the visual display and the message that want to deliver usually occur. Besides, there is also less description on the sign board which makes people difficult to understand the message.

In a community, we are categorized into several age groups. There are some sign board are used for general while some are directly used to attract the attention of people in a particular age group. So, it will difficult for others group of age to understand the message of the sign board. Take for example, the sign board’s message is for teenagers or youth, and generally it will used simple language with some graphics and logos. Thus, it will be hard for children to understand the content and the message on the sign board. That’s why, it will require a lot of repetitions and they will need an explanation from their parents or guardian.

8.2        Lack of formality and abuse of language

Normally, sign board used words that are easily understood. Hence, there will be lack of text but more used of visual. However, the text and phrases used grammatical errors. The used of this sentences or phrases show that people are undermining the prestige of the language.

This action may give effect to the early childhood and education. Student may use this particular word in their daily lives and confused about the use of correct grammar. Nowadays, student and also community usually used mixed language. The mixed of ‘Bahasa Melayu’and English are also often used by dealer or seller in their sign board to show about their business or ads. Moreover, billboard also using incorrect grammar usage. In order to ease people to understand their message, advertisers will use simple, mixed or language by trend. This is a lack of formality where they did not think about how their action may influence others people especially teenagers and childhood who are susceptible. These irresponsible action influenced student and community to use incorrect language in their communication. Apart from that, it will also affect their communication skill which they may use the wrong language in their interview or examination.

8.3        Not everybody prefers

Each person knows about sign board, but not everybody think that sign board is functional. Nowadays, not all level of society prefers to use sign board either to ease their job or to look at advertisement. This is due to sign board is not suitable and accurate for people who have disabilities such as blind and to some people who are up to date.

For instance, for those who are blind they cannot see the sign board. Thus, they cannot understand the message conveyed by the sign board. Basically, this group use Braille writing to write and read based of their disabilities. Nevertheless, sign board are not suitable to designed in Braille which we cannot adapt symbols into Braille. That is why people who have lack abilities cannot prefer sigh board.

In this new era, people prefer to use application installed in their smart phone, tablet or laptop like android better than using sign board. For example, when travelling we are using sign board to know the street and pathway to reach our destination. But somehow due to the technology changes, with the establishment of the new system like GPS and Maps application, people rarely use sign board. Using the application is easier and safer for them especially for the driver where they did not have to look at the sign board along the road.

8.4        High cost

All of us noticed that, the advertising board usually changes in a period of time. It is not easy to make a sign board in order to affected the consumer. Advertiser has to pay a lot of money to rent a spot for their advertisement and also it is for specific time period. Then, they have to consider about the ability of the advertisement to remain permanent from weather or damage.

8.5        Cannot create an impressions upon people / listeners.

In a hospital, laboratory, or workplace there were a lot of sign board for safety. Safety sign is used to make sure people or workers take the precautions in order to avoid hazard or danger. Sign board for safety is designed using combination of shape, colors, symbols, but excludes information in writing. Thus, employers have to make sure that all their workers understand all the sign board to make sure they are aware in their workplace and have knowledge about the sign. This action may take a long period of time because employers need to explain about each of the sign clearly to avoid repetition. Unfortunately, for those who are not familiar or understand the symbols, danger may occur. For examples, patient that detained in hospital often visited by their family members. Most of people hard to understand the symbols in certain sign board and they usually did not care about it which can lead harm to them.

                                                                  (H.L Goodal, Jr. Sandra Goodal2012)

9.0               CONCLUSIONS

Signage or information board is a medium to make people understand a goal, identity or message that want to be delivered by firm or company. It is a part of non-verbal communication which is one of the best methods to deliver a complicated message in an easier way. Audience may understand the message delivered by signage just in one-look. It is also available at a strategic places where audiences can easily read the sign board.

As we all know, there is lack of quality in term of signage where we have been discuss about the disadvantages of signage in this report. However, we can overcome this problem with some adjustment in order to make the signage look more efficient. Thus, companies or firms can follow some of these practices. By applying these practices, signage which designed by a company or a firm can deliver a right and clear message to audiences. It will be one of the best practices in non-verbal communications.

Firstly, a company must be more specific. Narrowcasting is a method use in order to make the signage look efficient where audience can easily understand the message. Using this method, a company can make sure that a customized sign can give the right message at the right place by including some specific details such as location-specific instructions and relevant product information. Secondly, it has to be simple. Signage’s message needs to be clear, yet one with too much information is often ignored. Due to that, using the five-second rule is the best way which state that if you can convey the main themes of the sign in less than five second, you pass but if it takes longer, shorten your message or use a series of signs. (fourwindsinteractive.com)

Third, it has to be writes in headline text. This should help to concise and simple all at once. Lastly, make a call to action. Basically signs are advertisements and as any good advertiser knows, you need to get the customer to do something. The signage need to be clear where the audience knows what action that they have to take either to buy a product or to take precaution from the message of the signage. An effective sign must have a simple goal.

REFERENCES

1.    Debbie D. Dufrene, Communication Strategies for Today Managerial Leader, Published in 2012 by Business Expert Press.

2.    http://en.wikipedia.org/wiki/Signage

3.    http://signdoctor.com.au/types-of-signage

4.    Richard Blundle, Kate Ippolito, Effective Organisational Communication Third Edition Perspective, Principles and Practices (2008).

5.    H.L Goodal, Jr. Sandra Goodal, Communicating on Professional Contents Skill, Ethics and Technologies (2012).

6.    (www.fourwindsinteractive.com/library/.../digital-signage-narrowcasting)