In today’s competitive market, all businesses need every advantage to make their brands stand out. One overlooked but powerful tool is signage. From outside banners to in-store stand-up signs, effective signage grabs attention while conveying essential information quickly and clearly.

For small business owners especially, investing in well-designed signage can significantly improve customer attraction and brand visibility. Whether you hire a designer to create your signs or do it yourself, here are a few key design elements of eye-catching signage to keep in mind.

Balancing aesthetics with function

Bigger and louder isn’t always the route to effective signage. Effective signage blends aesthetics with functionality. It’s not just about being visually appealing; it must effectively communicate a message.

Clarity and readability

Always use legible fonts. For example, Arial or Helvetica will do nicely. Avoid overly elaborate fonts that are hard to read from a distance or that look a little old-fashioned or strange.

Additionally, ensure high contrast between the text and background for easy reading. And avoid using all caps for longer messages. It’s hard to read and gives the impression that you’re shouting at the viewer.

Consistent branding

You want customers to recognize you, even when you’re not around. Branding, especially through colors and designs, does just that. Incorporate your brand’s colors, fonts, and logo subtly to provide a sense of familiarity for clients who know you and your brand. Keep the design uniform across all your signage to further strengthen brand identity.

Universal symbols

Not everyone speaks your language. Don’t miss out on potential clients just because they can’t understand your sign. Utilize universally recognized symbols to transcend language barriers.

For example, arrows, silhouettes, and icons can communicate messages faster than words, especially when it comes to creating and printing effective wayfinding signage. Design in-store and directional signs that give the viewer the sense that you’re there, guiding them. Simplify complex routes with clear directions.

Pro tip

Have more information to convey than can fit on the sign? Add a QR code that takes the viewer to your site for more information or a digital map.

Strategic placement

Design with a sense of time and place. You should position signs, in general, at eye level and at critical decision points (like a place of purchase or a nearby waiting area).

You can increase visibility with overhead and wall-mounted signs. Just make sure you design them knowing that the viewer will see them from a lower or further-back perspective.

Those are just a few key design elements of eye-catching signage. Integrating the above elements can turn your signage into a powerful marketing tool, guiding customers to your business and enhancing their overall experience. Always remember: your sign is often the first interaction a customer has with your business—make it count!