If you run a brick-and-mortar business, the right signage can help it stand out from competitors and draw in new customers. Here are some tips for choosing your business signage.
Determine a realistic budget
The first step is to determine your budget since this directly affects the material, size, and complexity of the design. You also need to consider the cost of installation and whether you’ll need indoor signs or banners to go with it. Fortunately, business signage is relatively affordable, costing between $2,000 and $3,000 on average.
Choose the type of sign you want
Next, consider the type of sign you want and the placement. For instance, will the sign be mounted on your business or installed in the ground out front? The type of sign you choose will largely depend on your business and the customers you’re trying to attract.
Monument signs are common for retail stores, restaurants, and hotels, and create a lasting impression for your business. In comparison, channel letter signs are a good option for storefronts and office buildings.
Think about your target customer
You should design your signage with your ideal customer in mind. Thinking about your target audience’s demographics will help you design something that will appeal to them. For example, if you target a younger demographic, you may want to choose a colorful, more lively design.
Keep your brand in mind
Your signage should reflect your company’s brand identity, so the colors, fonts, and overall marketing message should be consistent with your logo. Your business signage should be consistent with your overall marketing message.
Choose the right materials
The materials you choose depend primarily on where the sign will be located. For example, you’ll want weather-resistant materials if the sign will be located outdoors. Here are some popular options you can choose from:
- Acrylic and plastic.
- Aluminum.
- Wood.
- Neon or LED.
One of the easiest ways to monitor how well your signage performs over time is by tracking changes in foot traffic after installing or updating it.
Make sure it’s easy to read
Your business signage should be easy to read from a distance, otherwise, you risk missing out on potential customers. The size should be proportional to the space it occupies, since choosing a sign that’s too big could overwhelm people.
And make sure you use a clear, easy-to-read font with contrasting colors. If your business operates in the evening, consider choosing an illuminated sign like an LED or backlit sign.
Check on permits, sign codes, and landlord approvals
Before you finalize your signage, make sure you check on any local requirements that could impact your design or installation timeline. Many cities require permits before a sign is installed, depending on the sign’s size, lighting, and placement.
In addition to general zoning laws, most municipalities enforce specific sign codes that regulate details like height, square footage, illumination, and even how close your sign can be to the street. If your business is located in a shopping center, office park, or leased space, your landlord may also have design standards you’re required to follow. Skipping this step could lead to fines or even having to remove and replace your sign.
Consider ADA and readability basics
Your signage should be easy for everyone to read and understand, including individuals with visual impairments. While ADA requirements typically apply to permanent and interior signage, following basic accessibility guidelines can improve the effectiveness of any sign.
Start with high-contrast color combinations, like dark text on a light background or vice versa. Choose easy-to-read fonts and avoid overly decorative typefaces that can be difficult to read from a distance. Letter size also matters since larger text improves visibility, especially for drivers or pedestrians passing by quickly.
Signs should be positioned at eye level whenever possible and free from obstructions like landscaping or parked vehicles. For indoor or directional signage, you may also need to consider tactile lettering or Braille to meet ADA standards. Clear, accessible signage not only improves usability but also creates a more welcoming experience for your customers.
Measure signage ROI
One of the easiest ways to monitor how well your signage performs over time is by tracking changes in foot traffic after installing or updating it. A sudden increase in walk-ins or customer inquiries can signal that your signage is working.
You can also tie your signage to specific offers, like a limited-time promotion or a QR code. These small adjustments are a more direct way to connect new business back to your signage.
Finally, a damaged or partially lit sign can hurt your brand more than help it, so create an ongoing maintenance schedule and make repairs as needed. Treat your signage the same way you would any other long-term marketing asset.
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