How to Choose the Right Signage for Your Business
Business signage has a simple job: help the right people notice, recognise or understand something.
That might mean helping customers find your premises, displaying your company name, promoting a special offer, directing visitors around a building or simply making your business look more professional.
The problem is that “I need a sign” doesn’t tell us very much.
Where will it go? How far away will people see it? Is it permanent or promotional? Does it need to carry one simple message or several pieces of information?
Answering those questions first makes choosing the right type of business signage much easier.
Four Questions to Ask Before Ordering Business Signage
What Does Good Business Signage Actually Do?
Good signage shouldn’t exist simply because every business is expected to have a sign.
It should have a purpose.
For a business with customer-facing premises, the first job might simply be identification. Customers need to recognise the company and know they’ve arrived at the right place.
Elsewhere, signs might advertise products and services, provide directions, display opening information or support a temporary promotion.
Before deciding what a sign should look like, decide what it needs to accomplish. That prevents the design becoming overloaded with information that doesn’t actually help the person looking at it.
See Print Juice’s signage printing service for more information about custom printed business signage.
Different Types of Business Signage
The best format depends on what you’re trying to communicate and where the finished display will be used.
Think About Viewing Distance
A sign that looks fantastic on a computer screen isn’t necessarily going to work when somebody sees it from across a road, car park or exhibition hall.
Viewing distance should influence the design from the beginning.
If people will see the sign from further away, prioritise the information they genuinely need to recognise quickly:
- Your business name or logo if identification is the main purpose.
- A short headline if the sign is promotional.
- Strong contrast between the background and important information.
- Clear typography rather than overly decorative text that’s difficult to read.
- A simple call to action where one is required.
If the sign will be viewed from close range, there’s more opportunity to include supporting information — but clarity should still come first.
Planning New Signage for Your Business?
Tell Print Juice where your signage will be displayed, its approximate size and what you need it to communicate. We can discuss the print and artwork requirements for your project.
Don't Ignore Your Windows
If your business has prominent windows or glazed areas, you may not need a conventional sign for every message.
Window vinyls and printed window graphics can turn otherwise unused glass into valuable branding and promotional space.
They can be used for company logos, contact information, opening details, promotional campaigns, decorative graphics and suitable privacy applications.
For shops and customer-facing businesses in particular, combining signage with window graphics can create a much stronger overall visual presence than treating each element separately.
Keep Your Signage Consistent With Your Brand
A sign is often one of the largest representations of your brand that a customer will see.
Your logo, colours, typography and overall visual style should therefore feel consistent with your website, business cards, brochures and other marketing.
That doesn’t mean every piece of print has to look identical. It means somebody should be able to see your sign, visit your website and pick up your brochure without wondering whether they’ve encountered three different companies.
If your branding itself needs updating before investing in new signs and marketing materials, it may make sense to start with branding and rebranding.
Common Business Signage Mistakes to Avoid
Signage Isn't Always the Only Answer
Sometimes another type of large-format print will suit the job better than conventional signage.
Your Business Signage Checklist
Before sending your signage project to print, check that you can answer the following:
- Where will the finished sign be displayed?
- What are the available dimensions?
- How far away will most people view it?
- What is the single most important message?
- Does the artwork use the correct company branding?
- Are telephone numbers, URLs and other details correct?
- Are supplied logos and photographs suitable quality for the intended print size?
- Does the finished design have an obvious visual hierarchy?
Need Signage for Your Business?
Print Juice provides professional signage printing for businesses and organisations, alongside window graphics, advertising boards, banners and other large-format print.
We’re based near Bishop’s Stortford and bring decades of print industry experience to business printing and promotional projects.
Call 01245 860 550 or send us your requirements to discuss your project.
