The best businesses are those that make great first impressions, and when it comes to crafting that impression for your brand, signage is one of the most powerful tools at your disposal. Signs draw attention, let incoming customers know who you are, and can even influence a decision to walk in the door.

With all that hanging in the balance, it can feel intimidating to choose the right signage for business purposes. To help, we’ve put together an expert guide to getting it right the first time.

Understand Your Business Goals

Before you dive into design options and materials, take a moment to clarify your goals. Ask yourself: What do I want this signage to do?

Do you need to increase foot traffic? Guide customers through a space? Reinforce your brand identity? Promote a special offer? Different goals call for different signage solutions, so getting clear from the outset helps shape every other decision.

Indoor signage may need to be sleek and subtle, while outdoor signage should be bold, weather-resistant, and eye-catching from a distance. Know your purpose, and your signs will work harder for you.

Know Your Customers

The truth is, the right signage for business use is signage that invites your customers to truly connect with your brand. When you’re choosing your approach, consider who the person walking through the door is, and work with your signwriters to design for them.

Are they locals who walk past your store every day, or commuters zooming by in their cars? Are they families with kids, professionals, or young creatives? Understanding all of this can not only help you narrow down your messaging and appearance, but also provide you with vital insight into where this signage should be placed around your business. After all, if your customers are driving past and not walking past, any signage should be as visible as possible from a vehicle, not the footpath.

Use language, colours, and design elements that speak to your audience. Keep things clear and accessible; you want someone to understand what you’re about in a split second.

Select the Right Signage for Business Needs

There’s a wide world of signage out there, and picking the right type makes a big difference. Depending on your industry and the function you want the signage to serve, there are numerous types of signage to choose from. Some of the most popular options to consider are:

•       Shopfront signage, which is great for grabbing your customer’s attention.
•     Vehicle signage, which turns your vehicle into a rolling ad. Excellent for tradies or mobile businesses.
•       Window graphics, which are ideal for both promotions and privacy.
•       3D fabricated signs, which help you to stand out.
•       Wayfinding signage, which builds your brand while guiding customers around your space.

When selecting your signage, you might also want to consider whether it’s permanent or temporary. Seasonal sales, pop-up events, or in-store promotions may call for more flexible, short-term solutions.

Be Selective About Material

The right signage for business use doesn’t just look great, it lasts as long as possible. If you’re levelling up your permanent signage, the materials you choose will impact your signage’s durability, look, and cost. If your sign is going outside, it needs to be able to handle Aotearoa’s famously changeable weather.

A few common options:

•       ACM (Aluminium Composite Material), which is durable and lightweight.
•       Vinyl, which is affordable and versatile.
•       LED-lit signs, which add a modern edge.
•       Acrylic or PVC, which echoes a clean, polished look for your interior.

You might have a clear idea of what material you’re after, or you might be unsure of what’s best for your space. If the latter is true, then that’s where signage experts (like us) come in handy.

Prioritise Design That Works

Signwriting is the ultimate balance of form and function. The idea is that your signage, while conveying the truth of your brand, should be readable and high-contrast enough to be seen from a distance. Your best ingredients here are easy-read fonts, popping colour combinations, and layouts that feel natural to the human eye.

One thing that often gets forgotten is white space. This is your friend, as it keeps even the busiest designs sleek and uncluttered, so they perform at their best. Most importantly, be clear about the call-to-action if you want customers to do something specific (such as walk in, call, or scan a promotional QR code).

Working through these steps will help you select the right signage for business use, whether you’re starting from scratch or upgrading an existing location.

Understand exactly who you’re talking to, what you’d like them to do, and what kind of signage will work best for that purpose; with these ingredients in your pocket, you’ll have customers walking through your door in no time.

Make your business stand out with the Sign Studio team.

Let’s get your signage sorted! Your brand deserves to be seen, so let’s make it happen.

To craft signage that turns heads and gets results, chat to the team at The Sign Studio today.