Best Practices for Retail Signage

Retail signage is an effective way to attract customers and increase sales. Signage plays an important role in the branding, advertising and promotional activities of a brand. Almost every retail store from small shops to multinational brands use retail signage in one or another form.

Strong advertising is required to increase the sales and create good customer relationships. Retail signage is important in advertising your brand and creating customer relationships. Here are some best practices for retail signage that every business can use for marketing their brand and products:

The Right location

Retail signage works well when used in the right location. For effective marketing and sales, businesses are required to use the retail signage at a location where it is visible to maximum people. Moreover, the right location means where there is the maximum probability of prospective customers. For example, there is no point in placing a signage advertising a BMW near a middle-class residential area. It needs to be installed near a business park where maximum business owners visit daily.

Outdoor signage

Outdoor signage is the first piece of advertising that is seen by your prospective customers. The exterior signage tells your customers about your business and what you sell in the store. Businesses use yard signs, entrance signs, parking signs, and window signs to connect with the customers and inform them about their product or service. The outdoor signages are installed in the high visibility areas to catch the attention of maximum people.

Coherent color theme

The graphics and colors used in retail 3D signage are extremely important in conveying the message to your customers. A good contrast and your color theme are important to use in the signage. The color theme is associated with your brand, by which people remember your brand. Also, a good contrast makes it clearly visible and readable to the customers.

Informational signage

The informational site signage are installed in the locations where there is a need to provide information to the customers. The directional, departmental and way finding signs are examples of informational signages. These signs are important in showing the way and navigate your space easily. Informational signs are installed in the retail stores to show the information to the customers. For example, the departmental signs tell the customers where to go inside the store to find the dairy products or cosmetics, etc. The retailers place the signages at specific places to guide the customers through to different areas of the retail store.

Point of Purchase

The point of purchase (POP) signages are used to advertise a product or service inside the retail store. Retailers use them to influence the customers and drive sales at the store level. POP signages are used to influence the purchase behavior of the customers by displaying persuasive messages on signboards. These signs are used in different places in a store such as entrance, customer service areas, in the aisles, and the store windows.

Advertise your Brand

It is important for every retailer to advertise and communicate its brand to the customers. Retailers use branded signages to communicate their brand to the prospective customers. These signages help the prospective customers identify your business and help you focus on the local communities in an area. Businesses display their logo, brand color and mission of the company to advertise their business and brand image.

Consumable Content

The content displayed on your signage should be easily readable by the customers. Most of them are not ready to read or view large text or images. The text and images on your signage should be as less as possible. If you want to install a sign board on your store window, it should compose a short message as it gets less exposure from the customers. A sign board installed on the billing counter can accommodate large messages as it gets extended exposure from the customers.

Clear and Concise

A signage board should clearly convey the message to the existing and prospective customers. It should include the details of the product or service which you want to advertise. Moreover, the text should be written in large and bold fonts as the customers don’t view a sign board for more than 5 seconds. Bright color schemes should be used in the advertisements that are easily visible from long distances. Retailers should also include a call to action in the retail signage in which customers are asked to take action like subscribe to a service, purchase a product or call on a number.


Using retail signages is one of the most effective ways to advertise your product, service or event to the prospective customers. The above-given techniques are some of the best practices that retailers currently follow to attract the customers and increase the sales.