Why Exterior Signage Is a Business Essential—and How to Get It Right

Good business signage puts your business on display for customers and passersby. Industry leaders liken signage to an employee—always working, always visible. Data from the Sign Research Foundation shows that a single new sign can boost sales by 4.75%, and for stores that are under-performing, sign improvements can boost weekly sales by up to 15%.

Clearly, using best practices to install and maintain good business signage can help your business succeed. In the tips below, we’ve outlined best practices and proactive steps your business can take to ensure that your business signage will attract customers.

Best Practices for Effective Signage

Partner Early with Your Sign Vendor

Involve your sign company from the earliest days of your business. Sign experts understand the design, permitting, and installation of business signage. Early engagement ensures your signage aligns with local codes and business goals.

Know Your Audience and Objectives

Define your intent from the first meeting with your sign expert—whether for visibility, branding, or wayfinding. Knowing your goals will help your sign company create signs that meet those goals.

Apply Smart Design Principles

Simple signs are the best signs. Limit information on your signs for quick readability. Avoid ornate fonts and cluttered layouts while focusing on the most essential content: name, service, and contact info. Stick to brand colors unless you’re building a new identity.

When choosing a location, avoid obstructions like trees or other signs. Your sign designer will help you evaluate the physical space where your sign is installed.

Trends Shaping the Future of Exterior Signage

Signage trends change with time. Below are some of the modern sign styles that you may see around your town. Ask your sign company about these options if they seem right for your business.

• Neon-Inspired LEDs: Neon-inspired LED signs offer retro styles with modern efficiency.
• Digital Displays: Digital displays allow for content rotation, menus, and promotions.
• Wall Wraps: Large-scale visuals turn building exteriors into branding tools.
• Instagram-Ready Design: Instagram-ready signage invites social media engagement.
• Monument Signs: Whereas pole signs were once the sign style of choice, monument signs offer a more grounded and modern alternative.

Common Mistakes to Avoid

The best signs are those that do the job quickly and efficiently, directing customers to your place of business. Your sign company will help you avoid making these common mistakes.

• Poor Readability: Using fancy fonts or too much text limits impact. Your sign company will advise you on the best fonts to use.
• Obstructed Placement: Ensure signage won’t be hidden by trees, posts, or architecture.
• Ignoring Maintenance: Faded, broken, or outdated signs damage your image and customer trust. Call your signage company for maintenance to ensure your signs always look their best.
• Neglecting Permits and Engineering: Work with professionals to ensure your signage is safe and compliant.

Final Thoughts: Signage Is a High-Value Investment

Exterior signage is one of the most cost-effective long-term advertising tools. A well-placed, properly designed sign can outperform other marketing efforts in visibility and return.

Don’t treat signage as an afterthought—include it early in your business strategy. Engage professionals early, focus on clarity and strategy, and you’ll have a signage solution that truly supports your business success. Contact ABC Signs today to get started with your signage in the Cincinnati area.