Sign & Digital Graphics

June '19

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68 • June 2019 • S I G N & D I G I T A L G R A P H I C S ARCHITECTURAL AND ENVIRONMENTAL W hen it comes to grabbing people's attention in a grocery store, mall or retail setting, there aren't many places left that haven't already been covered with promotional materials. "I like to say that the retail ceiling is the last frontier in the retail environment. Shelf edges and floors are packed," says Thomas Stanley, president of Ceiling Outfitters in Carrollton, Texas. "You are inundated with information like that, so there is no place to put information but up." Grocery and other retail stores, such as sporting goods and clothing stores, usually display product information on floor ban- ner stands and at the wall level on display cases, end caps and shelf edges in a flush or flag position. Meanwhile, they hang aisle mark- ers and advertising, promotional, point-of-purchase, wayfinding, holiday décor and other signage from the ceiling, which is not as crowded as the lower levels and serves as the next best place to get noticed, Stanley says. "It's up high because that's where people are looking," Stanley says. "When they walk in… they're looking for directions and information, and they look up high. Down low is a very specific and focused message about particular products." Ceiling signage offers vast landscape for retail messaging Shelley Widhalm is a freelance writer and edi- tor and founder of Shell's Ink Services, a writ- ing and editing service based in Loveland, Colorado. She has more than 15 years of experience in communications and holds a master's degree in English from Colorado State University. She can be reached at shellsinkser- or H A N G I N G S I G N S Y S T E M S B Y S H E L L E Y W I D H A L M A jewel interior ceiling sign for a store in Elbert, Illinois, to adver- tise savings. Image courtesy of Ceiling Outfitters.

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