What's in a sign?

It must be a sign. Mark Moralez has spent four decades helping small businesses get noticed. As president and CEO of Printing Palace, a Santa Monica–based commercial printer known for fast turnarounds and hands-on service, he works closely with SMB retailers who rely on signage to attract customers and drive sales.

In this Q&A, Moralez shares practical advice on what makes in-store signage effective and reflects on the principles that have kept his own small business going strong for 40 years.

—Interview by Marcy Medina, edited by Bianca Prieto

What types of businesses make up your client base? 

Our business is primarily supported by small and local businesses.  We have some larger global companies too, but our success depends on our local businesses.

What elements make effective in-store signage? What about size, color, content and graphics? Are there industry best practices that apply broadly to small businesses or shop owners?

Branding is important for everyone, big and small businesses alike.  Brighter colors are always more eye-catching, but with the right branding and imagery, neutral tones are just as effective.  It all comes down to your company's aesthetic. Just be true to your brand.

What are three tips for small-to-medium retailers about how to get the most out of their in-store signage?

You want your signage to be reflective of what you offer. If you have a weekly/daily special, then signage should change often. If you are more of a service-based business, then changing with the seasons could be refreshing.   

Are there any signage don'ts that store owners should be aware of? 

Signage should be informative. If it doesn't give your customers information or a point of view, then what is the point?

As a long-running small business owner yourself, what are the keys to longevity, and what do you attribute to being able to be in business for 40 years? 

I think it all comes down to integrity. Don't overpromise. Be mindful of people's time. You can't be everything to all people, but you can be friendly and as helpful as possible. At the end of the day, I am proud of what we produce.  Being in the industry for so long, I can find different ways that meet our customers' needs that they might not have thought of. This way, they get a useful product, on time and on budget. 

Thanks for reading this week's edition!

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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto.