Designing business signs may seem like a simple task, but it’s an essential part of branding and marketing that can impact your business’s visibility, customer experience, and overall success. Whether it’s an exterior sign for your storefront or an interior sign in your office, getting it right can make all the difference. Many businesses make mistakes during the design process that can lead to confusion, poor visibility, and wasted resources.
At SIGNS – The Sign Company, we love helping businesses create custom signage solutions that perfectly reflect their brand and serve their customers effectively. In this article, we’ll take a deep dive into the top mistakes to avoid when designing business signs, so you can ensure that your signage is both effective and impactful.
1. Neglecting to Consider Your Brand Identity
One of the most common mistakes businesses make when designing signs is not aligning the sign’s design with their brand identity. Your business sign is one of the first things customers will see, and it’s crucial that it reflects your brand’s personality, values, and style.
Why It Matters: Signs should serve as an extension of your brand. Your logo, colors, fonts, and even the tone of your signage should be consistent with the message you want to communicate to your audience. A mismatch between your signage and your brand identity can confuse potential customers and make your business seem unprofessional.
How to Avoid It: Ensure that your sign includes key brand elements such as your logo, colors, and typography. For example, if your brand exudes a playful and fun vibe, your signage should reflect this with bold colors, quirky fonts, and engaging visuals. On the other hand, if your business is more corporate and professional, opt for sleek, minimalistic design choices. Consistency across your signage will enhance your brand recognition and build trust with customers.
2. Using Too Much Text
While it might seem tempting to pack your business sign with as much information as possible, overloading your sign with text is a mistake. When customers are walking or driving by, they won’t have the time or the attention span to read large blocks of text.
Why It Matters: Too much text can overwhelm potential customers, making it hard for them to quickly understand what your business offers. The main goal of a business sign is to grab attention, communicate key information, and leave a lasting impression.
How to Avoid It: Keep the text on your sign simple, concise, and to the point. Use a catchy slogan or tagline that encapsulates what your business does, and include only the most essential details—such as your business name, contact information, and website. Aim for clarity and simplicity to ensure that customers can absorb your message quickly.
3. Ignoring the Sign’s Readability
A sign that’s hard to read can frustrate potential customers and diminish your brand’s effectiveness. This mistake often occurs when businesses choose overly decorative fonts, too many different colors, or designs that lack contrast.
Why It Matters: If people cannot read your sign, they cannot engage with your business. Poor readability can lead to missed opportunities, especially if the sign is on a busy street where passersby only have a few seconds to glance at it.
How to Avoid It: Focus on legibility when selecting fonts, colors, and designs. Stick to clear, simple fonts that are easy to read from a distance. Avoid using too many different font styles or colors, as this can create visual clutter. Ensure there’s enough contrast between the text and background so that the message stands out. Also, be mindful of the size of the text and make sure it’s large enough to be visible from various distances.
4. Overlooking the Sign’s Placement and Location
The location where you place your business sign is just as important as the design itself. A beautifully designed sign is useless if it’s not placed in a visible area where customers can easily see it.
Why It Matters: Proper placement ensures that your sign serves its purpose—whether it’s attracting foot traffic, providing directions, or enhancing visibility. Signs that are hidden or positioned poorly will fail to attract attention and may even go unnoticed.
How to Avoid It: Take time to consider the best placement for your sign. If you’re designing an outdoor sign, make sure it’s visible from a busy street or a high-traffic area. Position the sign in a way that maximizes its visibility, whether that means placing it near the entrance or in an area with high pedestrian traffic. For interior signage, ensure it is placed in locations that are easy to find, such as near entrances, hallways, or common areas.
5. Choosing Low-Quality Materials
Another mistake that can affect your signage’s effectiveness is choosing low-quality materials. While it might be tempting to go for the cheapest option, using poor materials can result in signs that fade quickly, become damaged, or look unprofessional.
Why It Matters: High-quality materials ensure that your sign remains durable, effective, and visually appealing over time. Signs that fade, crack, or get damaged will detract from your business’s image and may make customers think your company isn’t reliable.
How to Avoid It: Invest in quality materials that are suited for the type of sign you need. For outdoor signs, materials such as acrylic, aluminum, or PVC are excellent for durability. For illuminated signs, make sure to choose LED technology that is both energy-efficient and long-lasting. Additionally, ensure that your sign is built to withstand the elements, particularly if it will be exposed to rain, wind, or direct sunlight.
6. Forgetting About Lighting
Proper lighting is often overlooked when designing business signs, but it can be one of the most important factors in ensuring that your signage remains visible and impactful, especially at night.
Why It Matters: Without proper lighting, even the best-designed sign can go unnoticed after dark, which is when many businesses are open. A sign that isn’t adequately lit can create a negative impression and make your business appear uninviting.
How to Avoid It: Ensure that your sign is well-lit and visible at all hours of the day. Consider adding backlighting or spotlights for exterior signs, and for indoor signage, use ambient lighting to highlight key messages. LED lighting is an energy-efficient option that can provide consistent, bright illumination for your signs. Don’t forget to test the visibility of your signage during both day and night to make sure it’s effective.
7. Failing to Adapt Signage for Mobile or Digital Platforms
In today’s digital age, many businesses are using mobile apps, websites, and social media to drive traffic to their physical locations. If you’re only focusing on traditional signage and neglecting the digital experience, you could miss out on a significant opportunity to engage with a broader audience.
Why It Matters: Customers expect a seamless experience across both physical and digital platforms. Failing to integrate your signage with your online presence can create a disconnect between your branding and marketing efforts.
How to Avoid It: Ensure that your business signage aligns with your digital presence. For example, if you’re using a website or social media to promote a special sale, make sure your physical signage reflects the same message. Additionally, consider using digital signage in your store or office, which can be easily updated to showcase the latest offers or promotions. Interactive displays and QR codes can also provide customers with instant access to more information, enhancing their experience.
8. Underestimating the Importance of Call to Action
While a business sign may contain essential information about your business, it’s also important to include a clear call to action (CTA). A sign without a CTA doesn’t encourage customers to take any specific action, which could lead to missed opportunities for engagement or sales.
Why It Matters: A call to action drives customer behavior, whether it’s encouraging people to visit your store, call for more information, or sign up for a newsletter. Without a clear CTA, your signage might not effectively convert interest into action.
How to Avoid It: Make sure your signage includes a strong call to action. Use phrases like “Call Now,” “Visit Us Today,” “Shop the Sale,” or “Learn More” to prompt potential customers to take the next step. Make the CTA visible and easy to understand, and ensure it aligns with the goals of your business.
9. Overcomplicating the Design
Sometimes, businesses overcomplicate the design of their signs by adding too many graphics, intricate patterns, or excessive text. This can make the sign look cluttered and detract from its core message.
Why It Matters: A sign should be clean, simple, and easy to understand at a glance. A cluttered design can distract from the message you’re trying to communicate and make your sign less effective.
How to Avoid It: Stick to a minimalist design approach that prioritizes clarity and focus. Use your logo, a simple color palette, and clear fonts to create an eye-catching yet simple design. Remember, less is often more when it comes to signage design.
10. Ignoring Local Laws and Regulations
Finally, one of the most common mistakes businesses make is failing to research and comply with local sign ordinances, zoning laws, and building codes. Every city or region has its own set of rules regarding sign size, placement, and lighting, and failure to comply could result in fines or the need to remove your sign.
Why It Matters: Non-compliance with local regulations can result in costly legal issues, fines, and unnecessary delays in the installation of your sign. It can also negatively impact your business’s reputation.
How to Avoid It: Before designing and installing your business sign, check local regulations and obtain the necessary permits. Work with professionals who are familiar with local signage rules to ensure that your sign complies with zoning laws, safety regulations, and building codes.
Conclusion: Get Your Business Signs Right with SIGNS – The Sign Company
Designing effective business signs is an essential step in creating a successful brand presence, driving customer engagement, and boosting sales. By avoiding the mistakes outlined in this article, you can ensure that your signs are functional, aesthetically pleasing, and effective in reaching your target audience.
At SIGNS – The Sign Company, we love helping businesses design signs that make a lasting impact. From strategic placement to thoughtful design, our expert team is here to help you avoid common pitfalls and create signage that elevates your brand.
Ready to take your business signage to the next level? Reach out to us today and let’s start designing the perfect signs for your business!