How to Design Business Signs

Best Practices and Design Tips from DARE Print & Sign Co. Experts

Dec 18, 2020 | Erica Haferkamp Creative Director at DARE Print & Sign Co.

Best Practices for Business Sign Design - Window ClingsNo normal business owner in America would be willing to knowingly turn down new prospects, but not many of them are doing everything that they can to drive sales at their physical location.

Having quality signage for your business is one of the best ways for a retailer to attract new business. Your signage should be the foundation of the advertising efforts for your brick-and-mortar shop. It should be given equal importance as your website because it is the first impression that many of your potential customers will have of you.

Even though the Internet age is upon us, the value of quality in-person signage has held true throughout the years.

Unlike other advertising mediums, signage on your business does not require monthly or per click fees to continue to create impressions and bring foot traffic into your business for years after you have paid the initial design and production costs.

You just set up your sign in the most high-traffic spot with good visibility on your business, and you are ready to start receiving customers!

Quality is the key to effective sign design. If your signage is designed incorrectly and the material of the sign is of poor quality, signs can actually hurt your business. Potential customers may become upset by confusing directions or simply bored because your sign took too long to read.

At DARE Print & Sign Co., we follow all of the best practices for retail sign design and will provide you with our best tips and practices to help your retail shop make the most out of its branding and advertising budget with effective and eye-catching signs.

4 Best Practices of Sign Design

4 Best Practices for Retail Sign Design

  • Keep it Simple
    If your sign can't be read in 5 seconds, there is too much information on it and needs to be shortened. Keep your information clear and simplified for the most impactful experience.
  • Think Like a Newspaper Reporter
    One of the most important principles of journalism states that "the punch-line matters." Keep this guiding principle in mind while you are working out what is important enough to go on your signs.
  • Follow the Sign Industry Formula
    All good signs follow a very simple structure: headline, explanatory text, and a call-to-action. Readers are used to consuming sign information in this formula, which makes it a streamlined delivery system for your brand to their brain.
  • Set Goals for Your Signs
    Every sign needs a call to action. That call to action should be your goal. If your goal is to attract customers for a weekend sale, then you need to tell them when, where, how, and why they should come by this weekend.

Informational Sign Design4 Strategies for 4 Sign Styles

  • Outdoor Signs
    Sidewalk signs, entrance signs, awnings, or window signs need to be highly visible without disrupting foot traffic paths. Make sure your signs express the kind of customer experience that can be expected and direct the readers to your entrances.
  • Informational Signs
    Departmental signs, directional signs, organizational signs, or way finding signs should focus on helping people to get around easier. More than any other style, these signs should be focused, short, simple, and to the point. Large, bold fonts are recommended to make readability the priority.
  • Persuasive Signs
    Persuasive signs can influence conversions simply with compelling language and stimulating graphics. These work best for special products and limited time promotions. Try evoking emotion in your readers with these signs. Use interesting pictures, energetic colors, and witty attention grabbing text. Keep the focus on directing the reader's attention to these specific products or services.
  • Accessibility Signs
    Successful business owners will go above and beyond to make sure all of their customers feel welcome in their business. This means offering ADA Signs near parking, entrances and exits, restrooms, cashier stations, fitting rooms, and elevators. If your signage includes braille, be sure it is kept within easy arm's reach. Most people recommend mounting signs with tactile fonts no more than 40-60" from the ground.

About DARE Print & Sign Co.

DARE Print & Sign Co. is a family run print and sign shop located in historic downtown Cañon City, Colorado. We provide custom signage and graphics to small and medium businesses, non-profit organizations, and local government agencies in Fremont County, Colorado. If you need quality eye-catching signage for your business or organization in southern Colorado, give the experts at DARE Print & Sign Co. a call at (719) 270-1008 or come visit us at 407 Main Street in downtown Cañon City.

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