Retail signage gives potential customers the first impression of your brand. Quality retail graphics can attract people to your store, help create a seamless experience, build brand recognition, and increase sales. Every retailer needs both in-store graphics and outdoor signs. Retail signs highlight important information, promote sales and events, and help customers navigate a space.
Choosing the perfect signs for your retail business depends on your business's nature and your customers' needs. Here are the different types of retail signs to consider:
Types of Retail Signs
Outdoor signs come in a wide variety and are arguably the most important signs for your business or brand. Exterior signage catches the attention of potential customers and entices them to enter. Outdoor signage includes:
Types of Outdoor Signage
- Business Name Wall Signs - Typically mounted on the wall near or above the building entrance. These signs come in many materials, including acrylic, wood, or metal.
- Pole or Pylon Signs - These signs are very large and are mounted on poles or pylons near busy streets, high above the store. They attract customers driving by and can sometimes include signage for more than one business.
- Window Graphics - These are storefront signs made of vinyl and placed directly onto windows. Window graphics can include the business logo or more temporary or seasonal messaging, such as promotions and holiday decorations. 4. Sidewalk These are usually A-frame, lightweight, and portable signs. Sometimes a sidewalk sign will have a chalkboard where a store can frequently change the messaging.
2. Directional and Wayfinding
Directional and wayfinding signs help customers to navigate and find their way. Well-thought-out wayfinding signs and placements significantly improve the visitor experience. Wayfinding signs can be exterior and interior and point the way to stairways, restrooms, cashiers, and elevators.
Not only are accessibility signs required by law, but they also make your business welcoming to everyone. Accessibility signs include indicators on where to find wheelchair ramps, elevators, and handicap-accessible restrooms. They also include signs that comply with ADA regulations, including universal symbols, braille lettering, and easy-to-understand contrast and colors.
Promotional signs are also called persuasive signs. These signs persuade customers to make purchases with your business. Promotional signs include those that present information about seasonal or holiday sales. Promotional signs typically include a call to action, such as "act fast" or "buy now." These can be outdoor or indoor signs, either bringing passersby into the store or encouraging purchases once they're in. As temporary signs, these are usually made of less expensive and less durable materials such as paper, cardboard, and vinyl.
Digital displays are a very flexible type of signage. Digital signs can include brand logos and even animated scenes. These highly customizable signs allow for frequent changes. They lend a modern touch to your brand aesthetic.
Informational signage introduces customers to important information about your store, brand, or relevant promotions. The information included on these signs are things such as rewards systems, opening hours, social media accounts, and membership details.
Branded signs can boost brand awareness for your business or align your store with other big-name brands. Including branded signs for known brands associated with your business may help boost trust in your customers. Branded signs include recognizable logos, branded colors, slogans, and messaging.
Interior display signs include signs over display cases, visual merchandising graphics, aisle signs, bins, gondola ends, and register point-of-purchase signs. Display signs advertise specific products or sales promotions. These signs may be moved or changed frequently and are made of less expensive materials such as paper. Depending on the sign's purpose, it may be printed in different colors, shapes, and sizes.
Design Tips for Retail Signage
Creating compelling and attractive signage is essential for any business. Whether your company decides to design in-house or hire professionals, here are some design tips to consider:
Store graphics need to grab and then keep the attention of potential or existing customers. Be sure to keep messaging short and to the point. For wayfinding signs, keep directions as clear and concise as possible.
It should be clear what the purpose of each retail sign is. A navigational sign pointing to the restroom should do just that. A promotional sign advertising a sale should clearly represent the relevant information. Store hours signs shouldn’t have any unnecessary extra information.
- Colors and Fonts
For branded signs, it’s best to stick with colors and fonts associated with the brand. For informational, wayfinding, or accessibility signs, high contrast and legibility are more important. All signs should be clearly read and understood as you’re walking or driving by.
- Call to Action
Many retail signs will include a call to action. These are especially important on promotional and display signs. For example, a sign advertising a holiday sale may include “buy now before the deal is over!” In the end, retail and signage are used to increase sales and revenue. A strong call to action can get customers to make more purchases.
Retail businesses thrive on sales. Designing all of the necessary retail graphics may seem challenging, but promotional signs, wayfinding signs, and storefront-branded signs are all needed for the success of your brand.