The Dos and Don’ts of Choosing a Sign for Your Small Business

Are you ready to add a sign to your small business? The right sign can help to shape your brand’s identity and attract customers. If you’re not sure which option is the best choice for your building, take a look at the dos and don’ts of selecting a sign.

Do Start With a Pro

You’re a professional—and you likely want your business to showcase it. Even though a DIY sign that you paint onto the building or add with stick-on letters may seem like an economical option, it may cost you in potential future business revenue. While you aren’t selling your building, this can say something about you and your business.

This makes it important to choose a professional sign contractor. A knowledgeable, skilled, and experienced contractor can craft a sign that shows off your professionalism. 

How important is the look of your sign? According to the International Sign Association (ISA), one study found that 33 percent of shoppers went into unfamiliar businesses because of the quality of the sign. The ISA also notes that another study found high-quality professional signage has the potential to increase business sales by double digits. 

Don’t Make Your Customers Hunt to See the Sign

Size may seem like another way to save money on a sign. But a too-small sign isn’t always visible enough to attract customers or market your brand. You need a sign that catches the eye—whether your customers are walking or driving past your building. A tiny sign that’s barely visible will go unnoticed.

54 percent of shoppers in a four-year study drove by a business because the sign was either unclear or too small to see, according to the ISA. This means your business could also go unnoticed.

Along with size, the placement and overall design can help (or hurt) visibility. Not only can a pro help you choose the best size for your business and building, but they can also recommend placement and design options that will catch the customer’s eye.

Eye-catching options could include a projecting sign, hanging sign, monument sign, or sign with raised dimensional letters. Illumination (lighted signs) will also stand out. Lighting is ideal if you want customers to notice your business 24 hours a day.

Do Design a Sign That Helps to Build Your Brand

What is your brand’s identity? A sign should help to answer this question. Even though an intricate design might look good on paper, an overly complicated sign won’t say much about your brand. Instead, you may need to choose a basic layout that includes your logo.

Make sure to choose colors that symbolize or stand out as your brand and business. These should also catch the customer’s eye. A plain black-and-white or neutral-toned sign could easily blend into the background.

If you don’t already have a logo, work with a designer to create one that speaks to your company’s identity and helps customers to recognize your business. Again, this should not include intricate images that distract the eye or are difficult for the passerby to recognize.

Don’t Forget About Your Budget

Set a sign budget before you start shopping. Quality signs are available at a variety of price points. This makes it possible to invest in a sign without going into financial jeopardy. If you don’t have a separate signage budget, explore adding the estimated cost to your marketing or property maintenance costs. 

As a brand builder, the sign is technically part of your marketing materials. But if you don’t have room in an advertising budget for the cost of a sign, you could look at it as an aesthetic addition to your building.

Do you want to learn more about signs, designs, and your options? Contact DSS for more information.