Why signage matters:
A Closer Look at Its Impact on Business
Signage is more than just a name on a building, it’s a cost effective marketing tool that influences how customers find, perceive, and engage with your business. From brand visibility to customer experience, great signage works around the clock to support your success. Here’s a closer look at why signage plays such a vital role:
Old Navy, Woodbury location
Old Navy, Woodbury location
Strengthens Brand Recognition
Signage plays a key role in building and reinforcing your brand identity. It creates a lasting visual impression that helps customers remember who you are. A thoughtfully designed sign communicates your brand’s personality, values, and level of professionalism, all of which help shape how people perceive your business. When signage is consistent and well-executed, it builds familiarity and trust over time.
Boosts Visibility and Customer Awareness
A well-placed, eye-catching sign can dramatically increase a business’s visibility. It makes your location easier to find, draws in passersby, and creates awareness among potential customers who may not have otherwise noticed your presence. In fact:
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76% of consumers say they’ve entered a business simply because of its signage.
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87% report that signage influences their decision to make a purchase.
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75% have told others about a business based on the quality of its signage.
In short, signage isn't just a marker—it's a direct driver of customer engagement.
Drives Marketing and Promotions
Signage is one of the most cost-effective and consistent marketing tools available. It works for your business 24/7, promoting your products, services, and special offers. Whether you're using banners, window graphics, monument signs, or digital displays, signage can influence impulse purchases and boost sales.
Consider this:
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Monument signage can increase sales by up to 9.3%.
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Larger storefront signage can boost sales by as much as 7.7%.
Good signage doesn’t just advertise—it builds momentum for business growth.
Improves Navigation and Customer Experience
Effective signage helps customers find their way, both outside and within your location. It can display key information such as hours, directions, or safety details, reducing confusion and improving the overall experience. For businesses with complex layouts or multiple departments, directional signage enhances accessibility and efficiency.
Additionally, safety signage is critical in workplaces, ensuring employees and visitors know where to go in case of emergencies. For businesses that rely on foot traffic, studies show signage can account for up to 85% of monthly walk-in sales, especially when visibility is otherwise limited.
Creates Differentiation and a Competitive Edge
In a crowded market, signage can set you apart. Unique fonts, colors, shapes, and materials all contribute to a brand identity that stands out and sticks in the minds of customers.
A strong sign also signals quality—68% of consumers say a business’s signage reflects the quality of its products or services. When your signage is thoughtfully designed and well-executed, it gives customers confidence in what you offer and helps your business rise above the competition.
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Effective signage is essential for any business, as it’s often the first impression customers have of your brand. More than just a name on a building, signage communicates who you are, what you offer, and why it matters. It promotes services, builds brand recognition, and helps you stand out from the competition.
As a cost-effective marketing tool, well-designed signage can attract new customers, increase foot traffic, and even influence purchasing decisions. It also plays a key role in helping customers navigate your space, making their visit smoother and more enjoyable. In short, great signage doesn’t just inform; it connects, converts, and enhances every step of the customer experience.
From attracting new customers to improving their in-store experience, signage plays a vital role in your business's success. It's not just a visual asset—it's a strategic investment that can pay dividends in brand strength, customer loyalty, and long-term growth.