A good business sign does more than just display your name. It’s your handshake with the world, a silent salesperson working 24/7, and the first piece of your brand story that customers experience. In a crowded marketplace, a well designed custom sign can be the very thing that turns a passerby into a lifelong customer. But getting a unique, high quality sign doesn’t have to be a complicated or costly process.
Let’s explore how you can elevate your business with signage that not only looks fantastic but also works hard to grow your brand.
Your Storefront Custom Sign: The Ultimate First Impression
Your exterior sign is often the very first interaction someone has with your business, so it needs to count. A compelling storefront sign can literally pull people off the street. In fact, an impressive 76% of consumers say they have entered a store they had never visited before based on its signage alone. A great custom sign at your entrance sets the tone for everything inside.
On the other hand, a poor quality sign, or no sign at all, can be a major turnoff. Over half of shoppers are less willing to enter a store if its signs have errors or look poorly made. Investing in a clear, attractive, and professional custom sign is one of the smartest marketing decisions you can make. Consumers often expect to see two or three signs around a storefront, which could include a main overhead sign, window graphics, and a sidewalk A frame sign.
A simple way to achieve a premium look is to start with a beautifully crafted blank store sign and add your branding locally. This gives you a high end aesthetic without the long wait and high cost of full fabrication. This approach allows you to get the perfect custom sign for your space quickly.
The Secret to a Memorable Brand? Consistent Signage
Consistency is king when it comes to branding. To build a memorable identity, your logo, colors, and fonts should be consistent across every single sign, from your large outdoor sign to the smallest tabletop display. This repetition is powerful. According to one study, using a consistent color palette can increase brand recognition by up to 80%.
When customers see a unified look, it builds trust and reinforces your brand’s personality. About 68% of consumers believe that the quality of a store’s signs reflects the quality of its products and services. A cohesive set of signs can make your offerings feel more premium and trustworthy.
Achieving this consistency is easier than you think. Start with a collection of signs that share a similar design language. George & Willy offers a range of timeless signage in neutral black, white, and metallic finishes that complement any brand identity. By using their A frame signs, menu boards, and counter signs together, you create a seamless and professional experience that customers will remember.
Dynamic and Easy to Update Menu Boards
For businesses like cafes, restaurants, and bakeries, a static menu is a missed opportunity. Your offerings change with the seasons, supplies, and trends, and your menu board should keep up. Using a changeable letter board or magnetic menu system is a game changer. It lets you update specials, prices, and new items in seconds, keeping your content fresh and exciting.
This flexibility matters to customers. A staggering 91% of people are more likely to visit a restaurant if it regularly offers new menu items. Changeable boards are perfect for promoting limited time offers, which are a huge draw for over half of all consumers.
Instead of messy chalkboards or wasteful paper prints, a professional system looks clean and is incredibly practical. For instance, the George & Willy Magnetic Menu Board uses sleek rails and hundreds of magnetic letters, allowing for endless combinations. Another fantastic option is a grooved tile board where you can slide letters in and out. These systems make your daily or weekly updates effortless, ensuring your custom sign always has the most current information. If you prefer handwritten specials, a wall-mounted paper roller makes updates quick and on-brand.
Designing Your Custom Sign for Maximum Impact
A beautiful sign is useless if no one can see or read it. Strategic design and placement are critical for getting your message across effectively.
Placement and Readability
Position your signs where people naturally look and make decisions, such as at eye level near the entrance or directly above the counter. For outdoor signs, consider the line of sight from the street and sidewalk. A hanging blade sign, for example, is great for catching the attention of pedestrians approaching from either direction.
You only have a few seconds to capture someone’s attention. The average person spends just 3 to 5 seconds scanning a sign.
Keep it brief: Messages with 10 words or fewer have much higher retention rates.
Make it legible: The size of your letters determines how far away they can be read. A general rule is that 3 inch high letters are legible from about 100 feet away.
Use contrast: High contrast colors for text and background make your sign easier to read at a glance.
Light it up: In the evening or in dimly lit interiors, illuminated signs are essential. Nearly two thirds of shoppers report having trouble reading poorly lit signs.
Choosing the Right Materials
The materials you choose for your custom sign will determine its lifespan and how it looks over time. For outdoor signage, durability is non negotiable.
Powder Coated Aluminum: This is an excellent choice for outdoor signs. Aluminum is naturally rust proof, and the powder coating adds a tough, durable finish that resists chipping, scratching, and sun damage. A quality powder coated sign can last for 10 to 20 years.
Steel and Wood: Steel is strong but needs to be properly treated to prevent rust. Wood offers a warm, rustic aesthetic but should be sealed to protect it from the elements.
Hardware: Don’t forget the small details. Using stainless steel hardware for mounting will prevent rust stains and ensure your sign stays secure.
Investing in quality materials means your custom sign will continue to look professional and represent your brand well for years to come.
Don’t Forget the Details: Interior Signage
While your exterior custom sign draws people in, your interior signs guide them through their experience. Countertop signs, table numbers, restroom signs, and product displays all play a vital role. The majority of purchase decisions, around 76%, happen once a customer is already in the store. Clear and helpful interior signage can make a huge difference.
Well placed signs inside your space can: For numbered seating or pickup systems, a table number stacker keeps things organized and on-brand.
Answer questions: Labeling products or listing ingredients saves your staff time and helps customers make informed choices.
Drive impulse buys: An attractive sign near the checkout can prompt last minute purchases. In fact, 62% of shoppers have made an impulse buy because of an appealing in store display.
Create a smooth flow: Signs like “Order Here” or “Pickup Here” reduce confusion and create a better customer experience.
Your interior signs should match the aesthetic of your exterior signage to maintain brand consistency. Explore George & Willy’s collection of tabletop signs and displays to create a cohesive look throughout your entire space.
Frequently Asked Questions About Custom Signs
What makes a good custom sign?
A good custom sign is clear, legible, and consistent with your brand identity. It should be made from durable materials appropriate for its location (indoor or outdoor) and placed where it will be easily seen by your target audience.
How much does a custom sign cost?
The cost varies widely based on size, materials, complexity, and whether it’s illuminated. A simple A frame sign might cost a few hundred dollars, while a large, fully fabricated and illuminated storefront sign can cost thousands. An affordable alternative is buying a high quality blank sign and having a local company apply a vinyl decal.
What are the best materials for an outdoor custom sign?
Powder coated aluminum is one of the best all around materials. It is lightweight, strong, naturally rust proof, and the powder coating provides a long lasting, weather resistant finish.
Can I apply my own logo to a blank sign?
Absolutely. Many businesses purchase well crafted blank signs and then work with a local signwriter to apply their logo and lettering using vinyl decals. This is a cost effective way to achieve a professional, custom sign.
How do I maintain my business signage?
Maintenance depends on the material. For most metal and powder coated signs, regular cleaning with mild soap and water is all that is needed to remove dirt and grime. For wooden signs, you may need to reapply a sealant every few years.
Do I need a permit for my business sign?
In many cities and towns, you will need a permit for exterior business signs, especially those that are large, illuminated, or project from a building. It’s important to check with your local municipality for their specific regulations before installing a new sign.
