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3 Cardinal Rules of Using Business Signage


Although the trend today is to invest more and more in digital advertising, it is still important for businesses to use signage to attract customers. Business signs are among the most effective marketing techniques for local businesses not least because the method can be used for both advertising and branding. Just as is the case with other forms of advertising, there are some basic traits you need to know about this form of advertisement.

Of course, you will need to abide by the local about where you can put your signs, but in general, these common rules about open sign will help you to attract more customers than you ever thought.

1. Location, Location, Location

Location is extremely vital when you are it comes to placing your signage. Remember that you will be branded where you put your signage. People driving past the location will start to know about you and the services you offer. Before long, some will have converted into your customers.

A University of Cincinnati study in 2012 found out that signs are among the most crucial aspects of visual communication. Also, the study underlined the importance of on-site signage.

It states that the visual communication offered by on-premise signage is extremely important for the success of several businesses.

There are two important lessons that we can learn from this study with regard to the correct placement of business signage. The first one is that you must place signage roughly where your business is located since most people tend to shop within their neighborhoods. The other vital takeaway is that onsite signage is equally useful as it tells people that you do exist.

Another FedEx study showed that a whopping 76% of people visit stores they had never previously heard of based on nothing but a sign. But it didn’t stop there. Another 75% of those polled recommended a business just because of the signage.

These aren’t numbers you can ignore. Whether it is an open sign or any other, there is every reason to hang that sign out there.

2. Yes, Size Does Matter

Size is one of the most important things you will need to consider when designing signage. But size entails much more than just its mere size. More importantly, you will need to take into consideration how big or small the objects in the location of your size are, as well as the size of writing contained on the sign.

Bigger doesn’t necessarily mean better in the world of business signage. When the sign is too big, it can sometimes be a distraction and steal attention from the message. Take, for instance, a large sign placed on the side of the house where you regularly pass by. Would this sign be better than one strategically located at an intersection but smaller? The answer is no. If anything, the smaller sign is better because people will have to stop when they reach the intersection, which means they can look at it better just because it is at an intersection.

Size restriction is another thing you want to consider when posting signs. Some cities have banned billboards in certain places. Also, there are state and local laws about signage sizes so you must check these to ensure you are on the safe side of the law.

You, however, need to note that your message is still way more important than the sign’s size. The US Sign Council (USSC) avers that detecting signage isn’t easy.

Depending on the size of the lettering and the sign, people can either pass your message or read it.

3. Styles are Critical

At the moment, there is a raging debate about the effectiveness of implementing digital signage business marketing strategy. It is better converting than traditional signage? Is it worth the high cost? Can it be used on billboards or other outdoor signage? Guess what, the answers to all these questions are yes.

Simply put, digital signage is the next big thing and it has taken the industry by storm. While it is true that traditional billboards requiring pasting of banners still exist, digital billboards have slowly but surely begun to occupy their space. The cost of creating an advert is considerably lower since you can do it on your computer and there is no labor required to climb up the billboard and paste your signage.

Given the improvements that have been made on digital signage, it has become far easier to change and less costly to maintain. Imagine paying expensively for a message now, only to rebrand it one month later. It would require you to alter all your signs, meaning more expenses to create, remove, and replace your old signs with a new message. With digital signage, all you need is a couple of keystrokes and you will be good to go.

Another advantage of digital signage is that it is easy to re-size. There are many reasons to explain the recent growth of the popularity of digital signage. These include lower software and hardware costs, greater integration, ease of use, and dramatic innovations. You can log into for more information on digital signage solutions.


At this point, there is no doubt as to whether you should have signage on your storefront or not. It’s just as critical as your website. This is because it tells potential customers not only where you are but also what you do. Signage is a critical branding and advertising tool that can create a further 75% on your referrals and customer base.

But when designing and creating business signage, there are important factors that you need to consider. You will have to be extremely mindful about your location, know what the appropriate size is, and incorporate technology to create beautiful signs that are guaranteed to attract more customers. There are of course legal requirements that you will have to fulfill as well. Knowing these rules about business signage is crucial to ensuring you don’t run into any legal problems. Whether you want to design an open sign or a Welcome sign, you must be aware of the dos and don’ts of business signage.