Lisa Robbin Young

Visual marketing: how your signage makes an impact

When I was doing vendor shows back in my direct sales days, it was hard to be seen. You're in a gymnasium, a hockey arena, or show all the size of Texas, with pipe and drape all over the place. Every booth looks pretty much the same from one end of the arena to the other. The only way people are going to find you is if your booth is memorable.

How can you make your business stand out from the crowd? One simple way is to use better signage. Whether you're doing a vendor faire or setting up a more permanent location, signage matters. In just a few seconds, the right signage will engage with your potential customers, help them better understand your brand, and let your business be seen in a better light.

Image Credit: Jack Young |

First impression matters

Your business' signage can affect your brand. Your signage is your customers' first interaction with your business! Whether that "sign" is your logo on your website, or the shingle hanging outside your brick and mortar shop, when your signage is poorly designed, you can send the wrong message to your customers, making them turn away from your business!

As a business owner, you need more than just an orange and black "for sale" sign that you bought at your local hardware store, or a hand-written neon green posterboard (I've used both, so I don't judge!). Signage conveys who you are as a brand. It makes a lasting impression on anyone who sees it!

Promote brand recognition and consistency

Customers appreciate consistency. They want to receive the same quality products or services every time. And you might've not realized it, but your signage can be a way to promote your consistency.


Think about McDonald's. Their iconic logo is always red and yellow. If you suddenly saw it in lime green and hot pink, you'd probably wonder what the heck was going on. Is this REALLY Mickey D's or am I in some counterfeit location?

A brand bible or a style guide can help you keep things uniform. Use the same format for all your marketing materials, from the font to the color and messaging. This way, your customers will know it's your brand the moment they see it. And you'll end up with increased loyalty and trust over time!

Guide customers and enhance user experience

Your signage doesn't stop at your storefront. It also guides your customers when they're inside your store!

When you have well-placed interior signage, your customers know where to look, and where to go for what they need. Plus, they can also discover your promos and offers, which helps boost sales and customer satisfaction!

Boost foot traffic

A friend and I went to dinner last week - or we tried to. Her co-workers told her about this yummy hot pot place we needed to try. We drove downtown and circled the block three times before we saw the shop. The signage was up higher than we expected and it wasn't illuminated. It's dark at dinner time in Indiana's winter months. We simply couldn't see what was right in front of our faces.

When it comes to signage, the location matters. You want your restroom sign to direct people to the restroom, not the kitchen - and you want it in a conspicuous location so that people can actually SEE the sign - instead of asking you over and over again where the restroom is.

So, make sure that your signage isn't only eye-catching, but it's also placed in an easy-to-spot location. This way, you can draw attention from people and increase foot traffic for your business (and fewer unnecessary requests from your customers)!

Signage is a cost-effective marketing tool

You can't deny that marketing will cost your business money, no matter which marketing channel you use.

However, did you know that signage can be your easy and cheap way to market your brand? Properly maintained, you can use signage for many years! It can attract customers, from young to new people, and expand your customer base for years to come.

If you're going for electrical outdoor signage, it's crucial that you find the right partner. There are sign professionals all over the world that can bring almost any sign you can imagine to life! In Arizona, you might head over to and consult with their team of experts.

Marketing your brand towards success can be a challenging task. After all, competitors keep popping up everywhere, grabbing the attention of your customers. However, using signage can make a positive impact on your business in the long-run.

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