Complete proof that no matter how hard you try, people just don't read the signs.
I totally disagree. This customer knew
a) free
b) vacuum
c) with auto wash
So I'd say the signage was very effective.
Soapy, I think you just got some excellent customer feedback! If 1 customer called, there are at least 10 (many more in my experience) who dont.
It sounds to me like he
d) bought a wash
e) wanted the free vac
f) cared enough about it to make a phone call
g) did in fact look at your signs and couldnt figure out how to get the free vac
So I put on my "customer in a hurry" hat and looked at your signs as though I had just pulled up to your auto cashier. It took me 6-7 seconds to figure out where to get the
token. Admittedly I'm just starting my first cup of coffee, but balance that out with the fact that I own a car wash and should be able to recognize it quickly.
Remember: With informational signage, you get 3 seconds to communicate a thought.
btw, I like your signs, nice job.
The one improvement that would have shortened my search for the free
token would be to improve your black & pink sign with the arrows on it. I would want the arrows to be a LOT bigger, and figure out how to get the head of the arrow as close as possible to the
token cup. Possibly change the wording to "get your free
token here (with paid auto wash)" or something.
Rather than say people dont read signs, I say that your signs need to assume that your customer only has 3 seconds to find what he cares about at that moment, and is dumb as a brick. (smart people understand dummy signs, but not vice versa). Communication is 2 way. If my customers dont get it, I didnt hold up my end of the communication.
Sorry for the rant. I've been fed up with car wash signage for a long time, I'm in the middle of completely redesigning and replacing ALL of my signage. It's actually a big pain in the butt job, but I think it will make a big difference.