Business Sign Research: Using Facts & Dat to Create Visually Striking Business Signage

A recent study found that 68% of consumers believe a business’ signage reflects the quality of its products and services. This highlights the important role signage plays in shaping first impressions and driving sales.

Investing in professional, strategic business signs is one of the most cost-effective ways to boost brand visibility and drive sales. This article will explore the data behind quality signage and provide tips for maximizing your sign investment.

Benefits of Quality Signs

Great business signage delivers immense value for your brand and bottom line. Some of the key advantages of high-quality signs include:

High visibility and improved brand awareness. A 2022 survey found 70% of respondents could recall a brand they saw on quality signage. This 24/7 exposure builds familiarity and makes customers more likely to choose your business.

Effective communication of key details. Well-designed signs clearly display your hours, phone number, website, and other vital info customers need. This facilitates engagement with your brand.

Reinforced branding and professional image. Signage sporting your logo, colors and messaging helps cement your brand identity. Customers perceive well-signed businesses as more trustworthy.

Increased foot traffic into your location. Eye-catching, strategic sign placement draws people in from the street. Studies show 40% of customers enter a business due to signage appeal.

24/7 marketing even when closed. Unlike other assets, signs work around the clock to reach passerby. Illuminated and digital signs provide exposure after hours when storefronts are dark.

Most Effective Sign Types to Invest in

When investing in business signage, it’s important to choose sign types that maximize visibility and effectively communicate your brand. According to Poyant Signs, the most impactful sign options include:

Storefront Sign

Your primary storefront sign is often the first impression of your business. This sign should prominently display your company name and logo for high visibility. Poyant recommends front signs be at least 25 square feet. Choose durable, high-quality materials like aluminum or steel for longevity.

Window Graphics

Eye-catching window graphics and decals can draw attention, showcase products/services, and brand your storefront windows. Opt for exterior-grade vinyls that stand up to weather and sunlight.

Sidewalk Signs

Movable A-frame sidewalk signs allow you to display daily specials or sales right outside your door to attract passing foot traffic. Use chalkboard signs or posters you can easily switch out.

Interior Signs

Branded, professional-looking interior signs identify key areas, guide customers, and reinforce branding. Go for matching signage on checkout counters, directories, restrooms, and more.

Digital Signs

Digital displays provide bright, eye-catching and easily updateable signage. Place LED and LCD screens in storefront windows or inside your location. Use for promotions, video content, menus, and more.

Sign Design Best Practices

Creating an effective business sign requires paying attention to key design elements that make a sign easy to read, on-brand, and noticeable. Here are some best practices to follow:

Readability should be the number one priority. Choose simple, easy-to-read fonts like Arial or Helvetica and avoid stylized, hard to decipher fonts. Keep text short and to the point. Make sure text is large enough to read from a distance. Use high contrast colors like black and white so text pops. You only have a few seconds to grab people’s attention, so make your message crystal clear.

Incorporate your branding into the sign design. Use your brand colors, logo, and fonts to reinforce your identity. A consistent look across all signs, website, business cards, etc. will improve brand recognition.

Don’t forget lighting. Signs require lighting to ensure visibility at night or in dark conditions. Backlighting, halo lighting, and spot lighting are great options. Placement near existing light sources can also work.

Strategically place signs at eye level to maximize visibility. Research shows signs placed at 8-10 ft high have the greatest impact. Avoid placing too low where signs can be obstructed.

Measuring Signage ROI

Installing new business signage requires an investment, so you’ll want to track performance and measure ROI. There are several metrics to follow that indicate whether your signs are generating results:

Foot Traffic Changes

Do you notice an increase in customers walking into your store after putting up new signage? Pay attention to foot traffic patterns before and after a sign installation to see if it is drawing more people in.

Web Traffic Lift

Ensure your signs include your website URL. Then monitor your website analytics for a spike in traffic and new visitors after signage goes up.

A jewelry retailer saw a 9% increase in web traffic within a month of installing a new digital sign.

Call and Email Volume

New signage should make it easy for passersby to contact your business. Track call logs and email inquiries to see if signage directly correlates to increased customer outreach.

Sales Changes

The most important metric is whether your sign investment positively impacts sales. Look at sales reports before and after sign installation to see if customers are spending more.

Customer Surveys

Ask new customers how they heard about your business. If many point to your new signage, you have direct feedback that the signs are attracting and converting new business.

Common Signage Mistakes to Avoid

Even if you invest in new signage, you won’t see results if you make some common mistakes. Here are sign errors to be aware of:

Cluttered or illegible designs are difficult for customers to read and understand. Make sure your signage is simple with easy-to-read fonts. One study found 68% of consumers feel a business’ sign reflects the quality of their products/services. Don’t turn them off with a messy sign.

Outdated info like old hours or incorrect phone numbers gives a bad impression. Regularly update signs to reflect changes.

Cheap materials like flimsy plastic signs won’t withstand the elements. Invest in durable, long-lasting signage materials.

Forgetting lighting makes signs invisible at night. Use spotlights or backlighting so your signage is visible 24/7.

Bad sign placement either too high or too low makes signs hard to notice. Place signs at eye level based on average heights.

Case Study

Bangers, a new hamburger restaurant in Austin, Texas, wanted to boost visibility and sales for their grand opening. They partnered with FastSigns to design a comprehensive signage package for their storefront and interior.

Bangers saw a 37% increase in walk-in customers that first month. Their bold blade sign became recognizable in the neighborhood and drew people in, while branded interior signs created an immersive dining experience. Within 6 months, Bangers had the highest sales of any new location in their franchise. Their custom signage package was crucial for getting their restaurant off the ground and establishing a local presence.

Signage Options

When investing in new or upgraded business signs, you have several options to consider in terms of materials, digital vs. print, and DIY vs. hiring a professional.

For materials, some popular choices include:

  • Vinyl – Low cost but durable and easy to install. Good for decals, window graphics, and short term signage. Vinyl is the most commonly used sign material.
  • Aluminum – Lightweight but sturdy and weatherproof. Great for exterior signs like monument signs.
  • Acrylic – Provides a high-end glossy look. Ideal for indoor displays and custom engraved signs.
  • Wood – Classic, natural material good for rustic or vintage aesthetics.

For digital vs. print, digital signs like LED displays allow you to easily update messaging and are eye-catching, but print signs tend to be more cost effective for long term use. Combining print and digital allows you get the best of both worlds.

In terms of DIY vs. professional production, DIY options like printable vinyl, stencils and paint allow you to customize signs on a budget. However, hiring professionals ensures high quality materials, expert design, installation, and large format printing/manufacturing capabilities most small businesses lack.

Budgeting for Quality Business Signage

Investing in professional signage is a strategic move that pays off in the long run. However, quality signs do require an upfront budget. Here’s what to consider when estimating costs:

The average cost for a medium-sized exterior business sign ranges from $2,300-$3,400. Pricing depends on factors like materials, size, design complexity and lighting needs. For example, channel letter signs can cost $5,000-$15,000.

You’ll also need to budget for installation, permits and maintenance over time. Though not cheap upfront, quality signs deliver excellent ROI by boosting brand awareness and sales. For example, measure foot traffic changes after installing new signage.

To save costs, opt for easily interchangeable materials like vinyl graphics instead of carved wood or metal. You can also scale sign size and features based on budget. Partnering with a sign company that offers design services can maximize your investment.


In summary, investing in professional, high-quality business signage should be a priority for any small business looking to boost brand awareness and drive sales. The data clearly shows that effective, strategic signage leads to increased foot traffic, brand visibility, and revenue growth.

By leveraging the most impactful sign types like exterior storefront signs, window graphics, and digital displays, small businesses can communicate their branding and key information to every passerby 24/7. Following sign design best practices like legible fonts, on-brand visuals, and strategic placement also helps maximize visibility and conversion.

Measuring ROI through metrics like web traffic, call volume, and sales growth pre and post-signage installation also helps you optimize and improve your signs over time. Avoid common mistakes like cluttered designs and incorrect info that detract from your branding.

In closing, professional business signage is one of the most cost-effective investments for amplifying your marketing and driving sales growth. Take steps today to install high-quality, strategic signs that reinforce your brand and draw more customers in.

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