It’s only when absolute consistency is maintained across these areas that a clear practice image emerges. When this occurs, the practice becomes distinctive and effective branding is achieved, making the practice easily identifiable.
In the development of practice image and branding, signage plays a particularly important role. In achieving a consistent practice image, it’s important for signage to be consistent with the design and appearance of the building.
A large, excessively ‘loud’ or bright sign will certainly capture attention, however in the context of a contemporary, sophisticated building, it will send an unclear and inconsistent message to patients.
Such mixed messages can confuse patients and cause hesitation. This is a negative impact on their perceptions. Their awareness of, and response to these mixed messages isn’t conscious, but subliminal, making the impact on their perceptions harder to quantify but all the more powerful.
It’s also of utmost importance for signage to be consistent with other aspects of graphic presentation such as advertisements, flyers, patient newsletters and websites, etc.
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