Does Signage Increase Sales?

Business Signage

Whether you’ve been in business for ten years or just recently opened the doors last weekend, you’re fighting for attention. And getting people interested in your products or services is key to any successful business. One of the most effective tools in your arsenal is signage. Since any type of advertising involves spending a little money, you want to be sure that you’re making all of your money back.

So, does signage increase sales? Up to 70% of people connect a business’s signage to the quality of service provided, so high-quality signage can attract new customers. In fact, nearly 8 out of 10 people visited a new store purely because of effective signage. However, there are some best practices for generating positive results.

Not all signage will drive sales, but the right signage can increase your business’s success significantly. So, we’re going to explain in detail the different types of signage that tend to be effective and some key statistics related to successful signage.

What is Signage?

Signage is essentially any type of sign or advertisement that’s used by a business to capture the attention of a wider customer base. The goal is to encourage customers to visit or contact a business or make a purchase of a certain product.

But, not all signage is the same! 

Here’s a look at the different things you might want to include on your business’s signs to reach an audience and increase sales.

  • Your business’s physical address
  • Social media contacts (Instagram, Facebook, or website URL)
  • Contact information (phone number, email, etc.)
  • Current deals, promotions, or offerings
  • Your company’s name and logo

A lot of it comes down to the presentation of this information. You want to make sure that your signage is visually appealing and captivating and not too wordy! A quick glance should tell a potential customer or client exactly who you are and what you offer.

Generating Customer Interest & Publicity

When you want to increase sales, it’s important to focus on building customer interest in your business, products, or services. Consistent and strategically-planned signage can be especially useful for a brand new business working to build name recognition.

Remember, it takes a bit of time to drive traffic to your store or your business. In fact, many believe a potential customer will have to see your signage at least seven times before they’re interested enough to take action.

Advertising Promotions & Deals

Think about it. How else would people know about your current sales or promotions unless you tell them directly? People won’t know what your current deals are unless they’re in your store every day, which is very unlikely.

You have to think about what’s going to get customers through the doors. Is it just advertising your business’s name (when they might have no idea who you are) or advertising something specific that entices them?

Even if a customer doesn’t purchase the specific items or deals you advertised, they’ve still set foot in your store and seen your showroom. Now they know exactly what you sell or offer and are more likely to spread the word to those they know.

Types of Signage

There are so many different types of signage, and just about any type can be effective in its own way. Before you just decide on any old signage, consider the benefits of each type. So, let’s go over some of the more popular types of signage that can boost sales.


Vinyl Banners

The sheer size of banners makes them easy to notice, especially if they’re hanging in highly-populated areas. Better yet, they don’t cost a lot, and you can get them printed pretty easily by just heading down to your local print shop.

The best practices for using banners involves setting them up strategically to reach the audience you’re looking for. For example, you can hang a banner over a busy marketplace during a parade or festival to get thousands of eyes on your business.

If a banner is hung over a busy street, locals will repeatedly see the banner and be more likely to check out your business or services. You’ll attract even more attention if you design your banner to be vibrant and stand out.

Pavement Signs

A-Board Pavement Sign

A pavement sign, also known as a sandwich board, or a sidewalk sign in the US, is essentially an A-board that’s easily foldable and portable. It could feature a permanent design, but there are plenty of pavement signs that are actually just like chalkboards. You often see them used by small retailers who set them up outside the shop every day and change what it on a daily basis.

These type of sign makes the most sense when placed right outside of your business. They’re most commonly used to display the specials at coffee shops and small restaurants or describe today’s deals at clothing shops.

What makes sidewalk signs so great is that they can be used again and again, and you only have to purchase them once. You basically can create your own advertisement every day and see what works best when it comes to increasing store traffic.

Vehicle Signs

Vehicle signage

Car wraps have become much more popular in recent years because they look professional and are essentially moving advertisements. No matter where you’re driving, you’re constantly advertising your business or services.

Vehicle signs are so effective because they capture the attention of other drivers. That’s especially the case if you choose rather vibrant colours or patterns that are relatively rare in regular cars. Customers might think, “Why is that car pink?” and then check out your vehicle.

Storefront / Shop Signs

Perhaps the most important sign for any business with shops or physical stores. A storefront sign displays your company’s name and logo on the building. These should be quite large, visible, and well-lit so they can be seen from a distance at all times of the day. If you’re advertising in other ways as well, a customer seeing your large storefront sign while driving might encourage them to stop in.



When you really want to target the largest audience possible, you can’t go wrong with a business billboard along the local highway. Though these tend to be a little pricey at a few thousand dollars a month, you can get thousands of people to look at your advertisement on a daily basis, especially during rush hour.

The appeal of billboards is that they’re quite large, meaning they’re pretty hard to miss. Depending on how long you keep your billboard up, the same people might be seeing your billboard every single day.

Digital Signs

Digital Signage / Digital Billboards with Video

Digital signage has become extremely popular in recent years due to advancements in technology. This advertising method typically makes use of images, text, and videos to grab people’s attention. Some audiences are much more willing to watch a video than read an advertisement. Digital signage can come in many forms, including digital billboards or television screens.

Signage & Sales: The Real Statistics

It’s great that you want to increase your sales through signage, but there are specific ways to maximize your sales benefits. After all, nearly every single business has signage, but some businesses obviously thrive much more than others.

So, what is the relationship between business signage and sales? Let’s go over some statistics and then review how you can use these statistics to your own advantage to improve sales.

Signage Statistics

The Psychology of Signage

Up to 8 in 10 people have visited a new store solely based on signage they saw.

This is monumental and absolutely proves that signage can drive sales and improve the overall success of your business. What’s even more important is the confidence this can provide you if you’re a brand new business owner.

These numbers show the huge potential of using signage. Even if locals are unfamiliar with your business and they don’t know who you are. You should be able to get 80% of people through the doors of your store and have them look around and check out your inventory. We can see signage is definitely not a waste of money and can actually improve revenue significantly.

Nearly 70% of people link a sign’s design accurately represents the products and services offered by the business.

It’s important that you create ads that are carefully designed specifically for your business and your ideal audience. If it looks like you didn’t spend too much time designing the sign, potential customers might think less of your business. 

It’s worth investing in quality signage design to drive traffic. Do your best to represent your company well and leave anyone who views your signage feeling confident that your business is both dependable and high-quality.

The Importance of Frequency

About 85% of your customers currently work or live within 5 miles of your location.

That’s important to keep in mind, even though you might want to target audiences far and wide. It’s sensible to start with your local area. A person typically has to view your signage several times before they’re interested in your services or products. Setting up signage within a 5-mile radius can be a great way to target a smaller audience that’s more likely to visit your store due to locality.

Consider the number of times that a local might drive by your shop or your billboard over the course of a week or a month. A lot of the time, with advertising, repetition is key.

You want people to see your signage repeatedly every day to build recognition.

About 75% of people will tell somebody they know about your sign.

Word of mouth is incredibly important when it comes to building business. After all, a person is much more likely to visit a store or turn to a specific professional, if their friends or families have had a good experience.

However, you want to make sure that people are talking about your signage for a good reason. Though bad publicity is still publicity, you won’t be helping to increase sales if people find your signage to be offensive, tacky, or weird.

Perks of Digital Displays

Digital signage can boost sales by up to 33%.

Some people are much more willing to stop and watch video advertisements than read a physical sign. Digital signage is an effective way of catching the interest of a larger audience.

The best part is, digital signage isn’t all that expensive. If you’re using it properly and targeting a specific subset of customers, you’ll be making your advertising money back and quickly turning a profit.

Approximately 70% of people saw a digital sign in the last month.

We can draw 2 assumptions from this statistic. The first is that digital signage appears to be reaching a large audience of people, which obviously can be beneficial for sales. It can improve the possibility of impromptu purchases and capture the interest of a wide audience.

Second, the fact that 70% of people remember seeing a digital sign could mean that digital signage can make a long-lasting impression. And the longer your audience remembers your sign, the more likely they are to visit your store.

The Impact of Day and Time

People are more likely to look at signage on weekends and evenings.

If you’re using any type of traditional advertising, your signage will likely be up 24/7 for potential customers to view. But statistically, people are more likely to pay attention to signage at weekends and in the evenings.

That could be to do with people’s work schedules. Anybody out during the day most weekdays is likely busy doing something.

They’re out to get a specific task done. So, it might be a good idea to schedule digital signage for the weekends and evenings to reach a wider audience more affordably.

Visual Appearance

Signs with a shorter message tend to be about 90% more effective.

As much as you want to include all relevant information related to your business, deals, or products, it’s never advisable. It’s simply not efficient to use more words than necessary to get your point across. Include everything your potential customers need to know. Your contact information. The exact deal, if you’re running a special offer. And leave the rest of the story for when they visit your store or respond to your ad.

High contrast text and colors can increase responses by up to 23%.

While plain black and white signs are definitely more affordable, they don’t generate the attention that you’re looking for as a business owner. You want signage that’s both informative, yet eye-catching enough for people to notice. Focus on using vibrant colours that attract the attention of passersby. But make sure the design communicates clearly and isn’t so overwhelming it causes eye strain.

Best Practices to Increase Sales

So, now that we’ve gone over all the relevant data related to signage, it’s time to make some recommendations to actually use signage strategically. Let’s go over some tips for using signage to boost your business.

  • Go large. You want any potential customer to see your sign without having to actively look for it. To do this, it might be a good idea to invest in a high-quality banner, small billboard, or illuminated storefront sign.
  • Keep it short and sweet. Have a specific goal, a focus for your signage design. There’s no need for every customer to know your phone number, address, best deals, email address, and any other erroneous information. Focus on what’s important and will encourage customers to visit.
  • Draw attention. Don’t go crazy with wild colours and hard-to-read fonts, but make it a point to draw attention to your signage in some way. Use large text that’s legible, imagery where appropriate, and colours that make the sign pop.
  • Make something memorable. You need customers to take action after seeing your sign or even tell a loved one about you, so it’s a good idea to make the signage worth remembering. You don’t want your signage to blend in with every other store or business in the local area.
  • Consider digital. Though traditional signage still works very well, digital signs give you the means to communicate a little more detail. Digital signage is a great way to get your point across quickly and recruit younger customers to your business.
  • Choose an audience you want to target. The sheer number of products that you sell in your store is impressive, but you want to focus signage on key concepts or products. It’s okay to use your signage to advertise one specific brand or product if you’re targeting a certain audience.

There aren’t any set guidelines that definitely work or definitely don’t. And just about anything can work if you put in enough time and effort. But it might be a good idea to follow the guidelines above to generate the greatest interest from your signage.

Feel free to experiment with different types of signage and exit your comfort zone for the sake of improving sales. You don’t always have to stick to what you know.


Business signage has the potential to increase sales, but it needs to be done in the right way to produce great results. You can’t just expect to put up a sign with your business’s name or a simple image and have traffic to your store increase tenfold. 

Signage needs to be both direct and targeted. Make sure you have a set audience in mind and that your signage is visible and eye-catching to potential customers. Better yet, find something that encourages new customers to try your business (sales, deals, rewards cards, etc.).


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Haskins Design is based in South-West England. We bridge the chasm between freelance designers and big-budget agencies, to bring you a more sensible, agile, and efficient set of creative services.