What your signage says about your business, and how to make it say “quality.” Practical tips and advice.
We judge books by their covers. We judge restaurants by their storefronts. And yes, we judge businesses by their signs. Your signage is having a silent conversation with every person who passes. The only question is: what is it saying?
The silent conversation of your sign
More than two-thirds of consumers say a store’s signage reflects the quality of its products or services. Nearly eight in ten have walked into a store they’d never visited before because of its signs, and almost seven in ten have made a purchase after a sign caught their eye. That’s not just visibility; that’s revenue. Source: FedEx Newsroom
What poor signage signals (in seconds)
- “We don’t sweat the details.”
- “We may not be stable.”
- “We’re not professional.”
About half of consumers report driving past and failing to find a business because the sign was too small or unclear. If people can’t read you, they won’t reach you. Source: ScienceDaily
The trust-building power of quality signage
Crisp typography, proper illumination, and durable materials act as trust signals. They suggest pride, stability, and attention to quality, the very qualities customers want from the people behind the counter. And because signs work 24/7, they keep selling while you sleep. (Remember: 76% enter and 68% purchase because of signage.)
Design cues people read instantly
Color & contrast: On-brand palettes with strong contrast improve legibility and perceived professionalism.
Type & hierarchy: Clean, readable fonts at the right size for expected viewing distance/speed.
Materials & lighting: Metal, acrylic, and halo/back-lit letters communicate permanence; uneven or dim lighting communicates neglect.
Placement: Sightlines matter. If drivers have two seconds to decide, your copy and scale must match the moment.
Industry nuance, same rules
A boutique can get playful; a bank should project stability. A hospital needs calming wayfinding and ADA compliance; a campus needs clarity at decision points. Different sectors, same foundation: clarity, consistency, durability.
The ROI reality check
This isn’t just feel-good branding. Research on on-premise signage shows one additional sign increased annual sales by 4.75% in a large multi-site study, an effect greater than extending hours or enlarging the building. Case studies also show 5–15% sales lifts after adding or upgrading key signs.
Quick self-audit (2 minutes outside your door)
Can someone read your main message from the distance and speed they’re approaching?
Is illumination even, with no dim letters or hot spots?
Do colors and typography match your brand elsewhere?
Any peeling vinyl, faded faces, or crooked mounts?
Does the interior (lobby, wayfinding, ADA plaques) continue the story your exterior starts?
Make your sign work harder starting now
If you haven’t evaluated your signage lately, take a walk across the street and look at your business with fresh eyes. Ask a friend to do the same. If the story your sign tells isn’t the one you want customers to hear, fix the sign because the sign is fixing (or hurting) your sales.
Based in NJ/NY/PA? Sweet Sign Systems designs, fabricates, and installs turnkey signage that builds trust and drives revenue exterior, interior, wayfinding/ADA, and illuminated solutions.
Let’s start with a quick, no-pressure sign audit of your location.
Sources: FedEx Office “What’s Your Sign?” consumer survey (2012); University of Cincinnati signage communication findings (2012); Sign Research Foundation, The Economic Value of On-Premise Signage (multi-site analyses).