10 Critical Signage Considerations for Small Businesses

Small businesses are often forced to get creative when it comes to investing in signage and marketing. Business owners must play their cards right and invest where they will see the most return – poor decision making can be detrimental.

Signage is a sensible investment as it helps attract customers to a store, communicate important brand messages, and add an emotional appeal to an office or storefront. But there are so many options. Where to start? How do you know you’re making the right decisions to generate results?

When exploring signage opportunities for your small business, keep these 10 critical considerations in mind in order to make smart decisions.

1. Do not think of a sign as a cost. Think of it as an investment. When you invest in a high-quality sign that truly reflects your business and serves its purpose of attracting customers, that is money well-spent as it generates long-term relationships with your target audience.A sign is a strategy and an investment to bring in more profits. When done properly, this will generate results in no time.
2. Always use the right font. Larger signs will typically cost more, but if the font and size are not adequate and readable, then the purpose of the sign is made redundant. Go a little bigger, even if at a higher cost, to make sure that it is readable and viewable from a distance.
3. Colors and graphics are important. Always decide on a color palette and associated graphics that are associated with your business and other materials to ensure consistency.
4. Placement of the sign is of utmost importance. Place your new sign in a position where it is visible and prominent. Make sure it is not lost in the crowd of other landscape items or signage.
5. Don’t think of your sign in a vacuum. Your signage is only one touch point that your audience will have with your brand. Think about how your potential customers are interacting with your brand on your website, on social media platforms, at tradeshows, and in-person with your sales team. Make sure you’re providing a consistent experience.
6. Always go with the highest quality you can afford. Cheap quality shows. Don’t risk a significant, long-term hit to your brand just to save a few dollars.
7. Seek outside help! If you don’t have the skill or expertise to design the sign yourself, seek out experienced graphic designers and consultants. It may cost you a bit more, but this is a critical move to make sure you see the biggest return on your investment.For tips on how to find the right signage partner, check out our recent blog on the subject!
8. Always keep your target audience in mind. Choose the type and design of the sign according to what best appeals to your target audience. What are their hopes, dreams, and aspirations? What are their fears or challenges? Make sure you reflect this in your messaging.
9. Do your research before you buy. There are endless combinations of sign materials, and treatments, and each combination will come with different installation methods, longevity, versatility, etc. Choose the combination that will best fit your needs.
10. Choose material wisely. If you’re looking for an outdoor sign, go with a material that is waterproof and sturdy. (Here are some more tips on selecting the best material for outdoor signs) If it is an indoor sign, you may want to consider aesthetic and versatility more than durability. Whatever the application, make sure you don’t overlook the material.

With these considerations in mind, you’ll end up with a sign that is aesthetically appealing, serves your business objectives, and generates results.

If you’re looking for customized signage for your small business, contact us today for a quote.