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News / Business Signage: Best Practices

Business Signage: Best Practices


If your business has a physical presence, business signage is a fantastic way to attract new customers and enhance the customer experience.

But to reap all the benefits, you need quality signage. So here are our top tips to make your signage pop.

Set a goal

Signs need a call to action, and the easiest way to determine what yours should be is to pinpoint what you want to achieve. If, for example, you’re introducing a new product, your goal might be to get consumers to try it, so your CTA might involve asking them to come in for a free sample.

Know your brand and audience

As with every other piece of marketing collateral, you need to build on your goal and craft a sign custom fit to your business and audience. To that end, you need to make sure every aspect of the sign, including colours, font, tone, imagery, and message, suits your branding and speaks to your target market’s interests.

The best way to go about this is to keep to your brand’s visual style and voice. And to create a customer profile that accounts for their concerns, lifestyle, needs, and wants.

Keep it simple but impactful

Your signage will only have a few seconds to grab and keep attention. So make sure the colour scheme and visuals are eye-catching and that your message is as clear as possible. To that end, use good design principles, stick to one theme and goal, and limit the word count to 7.

Think on placement 

Take into account your sign’s desired location. Ideally, your signage should be where customers will naturally look and be visible and readable from key points.

Placement will also affect the materials you should use. If you want your sign to last long outdoors, for instance, vinyl or aluminium are better bets than paper.

But even if you have the fundamentals down, we know that not everyone can fully design and make their signage themselves. And in that case, our last bit of advice is to take it to the experts.

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