The Importance of Outdoor Signage

As businesses work to attract customers through the internet and digital advertising is replacing newspaper ads and billboards, it can be easy to forget about the importance of physical outdoor signage. But if you own a brick-and-mortar business, physical signage is still one of the best ways to draw in new customers. Whether you catch the eye of someone driving by or have attractive signage that will cause someone to pause at your store while strolling down the street, outdoor signs can greatly improve your visibility in your community and boost your advertising and branding.

At AirMark in Seattle, WA, our team has been pushing the boundaries of commercial and industrial imaging equipment for more than 25 years, providing businesses with the materials they need to increase visibility and attract customers. From sign printing equipment and blades to vinyl sign materials and inks, our team can provide you with the signage supplies you need to get your name out there. Read on to learn more about how to make the most of your outdoor signage.

Location is key

Advertising on billboards, benches, or other locations can be an excellent way to direct customers to your business's website, but if you have a brick-and-mortar store, putting signage directly on your business is key to establishing your branding and attracting new customers.

Most people shop where they live, and having a visible business with clear signage can go a long way toward announcing your presence to those in the neighborhood. According to a study from the Economics Center at the University of Cincinnati, about 60 percent of businesses reported that changing the design or enhancing the visibility of their signage had a positive impact on sales, number of transactions, and profits, with an average increase of about 10 percent. A study from FedEx, meanwhile, found that about 76 percent of customers said they had entered a store or business they had never visited before based merely on its signs, and about 75 percent said they had told others about a business based only on its signage.

Outdoor Signage
A parking garage using simple and easy to read signage to direct customers.

By advertising outside your business, you have the potential to draw in a whole range of new customers, spreading the word of your products and services and boosting sales.

Legibility matters

This may go without saying, but paying attention to the size and legibility of wording on your sign is key to having a positive effect on potential customers. In a University of Cincinnati study, legibility was identified by both consumers and businesses as the most important characteristic of signs. If people driving or walking by can’t read your sign, they won’t know what your business is and may be less likely to stop in.

"A study from FedEx found that about 76 percent of customers said they had entered a store or business they had never visited before based merely on its signs."

But that doesn’t always mean larger is better. You need to consider aesthetics along with legibility in determining the design of your outdoor sign. Considering the size and appearance of signs at neighboring businesses and how the sign will interact with the outdoor appearance of your business is a good way to develop a design and size that fits well with the neighborhood and is attractive to customers.

Pay attention to detail

While having a quality sign can go a long way toward attracting customers, having a poorly designed sign can have the opposite effect. Customers believe that a business’s signage reflects the quality of its products or services, with misspellings, poor quality, and poor design deterring customers from entering a business.

Working with a skilled graphic designer and quality sign materials are good ways to ensure an attractive design that draws customers in instead of driving them away. Some good guidelines to follow when designing your sign include:

  • Simpler is better: If a sign is too busy, it can be difficult for customers to read your business name or come away with a lasting impact.
  • Quality materials matter: Using reliable, sturdy materials with an attractive appearance is key to having effective signage. If you use poor-quality materials, your sign may deteriorate quickly, leaving your storefront with a worn-down, unattractive façade.
  • Stick to your branding: Keep your signage consistent with the rest of your branding, incorporating the same colors, fonts, logos, or overall styles for a more effective presence.
  • Consider your surroundings: A good sign walks the line of fitting in well with its surroundings while still attracting a potential customer’s eye. This means paying attention to the size and style of neighboring businesses’ signs and adhering to local sign ordinances so your sign isn’t an eyesore. But you also want to make sure it is distinct enough that it stands out and doesn’t blend in with other signage.

Our team at AirMark in Seattle, WA, carries all the quality supplies and software necessary to craft beautiful, long-lasting outdoor signs that will boost your business.

To learn more about your outdoor signage options, call us today!

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