The High Cost of Bad Signage: How Poor Design Hurts Your Business

Signage communicates your brand identity, values, and style at a glance. Good signage can increase your brand’s visibility, which in turn can increase foot traffic and generate revenue.

Bad signage does the opposite. It undermines your message and wastes marketing dollars. It reflects badly on your business and can even turn customers away or leave potential customers looking elsewhere. If you’re a business owner, it’s important to understand the relevance of your business signage and to avoid bad signage whenever possible.

3 Common Characteristics of Poor Signage

1. Lack of a Clear Message

Message clarity should always be the top design priority when creating a sign for your business. This is because confusing or unclear signage may cause consumers to pass by or dismiss your business. Statistics show that 55% of customers avoid businesses with unclear signage. Always having a goal when designing a sign can help ensure your signage is clear and easy to understand.

2. Hard-to-Read or Poorly Designed Signage

Customers pass by hard-to-read signs without a second thought. Many features can make a sign hard to read, including:

• Poor font choices
• Cluttered layouts
• Bad lighting
• Weak contrast

Working with a good sign maker can help you avoid these problems. Avoid using busy visuals on signs. Put lots of space between signs as well to avoid sending mixed messages to customers.

3. Damaged or Dirty Signs

40% of consumers judge business quality based on its signage condition. Even the best-designed signs lose impact if neglected. Signs need regular maintenance to maintain their effectiveness. Disrepair, grime, and faded print send a negative message about the quality of your business to customers. You can avoid this problem by purchasing high-quality signs and by maintaining them. Follow a cleaning regimen and repair broken signs quickly.

4 Lasting Effects of Bad Signage on Your Business

1. Reduced Brand Awareness

Every sign on your property is an opportunity to build brand familiarity with your audience. Poor signage can dilute your brand over time. This can be equated to lost marketing dollars and wasted opportunities for your business.

2. Frustrated and Confused Customers

Signs are there for a reason, so it’s no surprise that 80% of customers feel annoyed when signage is hard to read. Frustration leads to poor first impressions and lost potential sales. Clear communication is vital for converting interest into action.

3. Negative Brand Perception

Dirty or unreadable signs create doubts about professionalism and reliability. A damaged sign implies neglect and can lead customers to question the quality of the business. 85.7% of consumers associate poor signage with poor service or product quality.

4. Loss of Foot Traffic and Revenue

52% of people won’t enter a business with illegible, poorly designed, or typo-ridden signage. That’s over half of potential customers walking away before giving your business a chance!

Partner With Experts to Protect Your Brand

Your business can make a better impression by using professional signage services. Creating professional signage helps maximize visibility and ROI.

Custom signage ensures design clarity, durability, and alignment with your brand message. With expert guidance from a sign maker, you can turn your signage into a powerful marketing tool. To create powerful, effective signs for your business, contact ABC Signs in Cincinnati, Ohio.