If you’ve ever walked into a shop just because the sign caught your eye, you’re not alone — and the stats back it up. Signage is one of the most powerful tools a business has, yet it’s often overlooked in the design process.
A well-placed, thoughtfully designed sign doesn’t just look good — it drives real results.
People Judge a Business by Its Sign (Whether You Like It or Not)
According to a study by Dr. James Kellaris from the University of Cincinnati, “Consumers learn, and assume, all sorts of things about a business based on its sign.” That includes how trustworthy, high-quality, or desirable your product or service might be, all from a glance at your exterior signage.
This first impression can determine whether someone walks in or walks past.
The Stats Are Clear: Better Signage Means Better Sales
Research conducted by the University of San Diego shows a direct and measurable relationship between signage and business performance. Their study found that on-premise signage has a positive and significant impact on both businesses and the surrounding community.
Even more convincingly, a report from the International Sign Association found that businesses see an average sales increase of 10% when a sign is added, replaced, or updated. That’s a big jump from a small change.
As one signage professional once said, “A business without a sign is the sign of no business.”
What Makes a Sign Actually Work?
There’s more to it than just sticking your logo on the wall. According to research by the Sign Research Foundation, following best practices in legibility, visibility, and uniqueness can significantly impact your results.
Here are a few proven ways to get the most out of your signage:
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Make it readable from a distance
Clean, simple fonts and good contrast go a long way — it’s why our Round Lightbox Sign and A-Frame Sign are designed with legibility front of mind. -
Use lighting to extend your hours
Illuminated signs like our LED Lightbox range help your space stand out at night (and look great during the day, too). -
Keep it fresh
Outdated or damaged signage can make people assume the same about your business. Swapping in something new can give your storefront an instant refresh.
Your Sign Is Part of Your Strategy
The best signage doesn’t just sit outside your shop; it’s part of your brand story. From your café’s street presence to the way your menus are displayed inside, it all contributes to how people perceive and interact with your space.
Integrating signage into your overall design and business strategy, rather than treating it as an afterthought, makes a huge difference.
The Takeaway? Signs Sell.
Whether you’re opening a new space or refreshing an existing one, your signage is one of the simplest and most effective upgrades you can make. Not only does it help customers find you, but it tells them what kind of experience they’re about to have — before they’ve even stepped inside.
Looking to give your storefront a lift?
Explore our range of lightbox signs, A-frame signs, and menu displays designed to turn heads — and bring more people through your door.
