Having a strong business model, sound sales or service methods, and excellent expertise is all integral as the primary functions of a successful business, but these may all be for naught if there is a lack of branding or signage. Signage is so vital to being a successful business because it allows you to market and advertise your products and services, and the business itself as a recognizable brand.

So, while practicing excellent business methods and being savvy with finances is certainly important, the signage should never be ignored. Being able to combine all of these functions to create a more effective way to entice customers or clients to do business with you. These are 7 reasons for why good signage is essential.


First and foremost, branding is the way that you can create a lasting image in people's minds about who you are, what you represent, and of course, what products/services you offer. In the digital age, branding is more important than ever, which is why signage can help bolster the intended purposes. Creating a recognizable persona is much easier to accomplish with visual advertising.

Psychological Impact

There is a lot of theory behind the impacts of signage and psychology. When you think of international, household brands like McDonald's, AT&T, or Mercedes, what do you see? You probably picture their branding, such as logos, but you also might not recognize the importance of the colors they use to achieve an emotional response. Red can elicit excitement or anger, blue is calm, purple is regal or royal. The point is, signage can take advantage of psychological reactions and the subconscious impact of color.

Cost-Efficient Marketing

Instead of dishing out hundreds to thousands of physical and traditional marketing like bus ads, billboards, or other similar methods, you can simply make a name for yourself without breaking the bank. A good sign, or signage, should elicit feelings in people, with color theory in mind, the minute they see it. It can also cut your marketing budget significantly just by making your business look attractive with a good sign out front. Not to mention that the sign stays outside your business for as long as you leave it there.

Effective Communication Tool

In a similar way that branding works, the immediacy of signage is as effective as it can get when it comes to communicating your business. Having good signage just outside your business hinges on the visual value that it presents to potential customers. The folks at https://www.neonsignsdepot.com/neon-open-signs/ show how classic, simple sign types and effects can be used to draw the eye. These effects or types of signage can easily communicate a message that attracts someone to want to engage with your business and this is an important thing to consider when choosing the right signage for your business.

Reflection of Business Quality

The legibility, design, and visual impact of signage can be directly attributed to how people view your business' products. Branding is one thing, it helps you recognize a distinct style or image of a business, whether you agree their products or service is good is subjective. There is a correlation between how good the signage is and how many people believe that it reflects quality work. It is definitely judging a book by its cover, but in business, you need to bring in the customers first before you can care about that judgment, and appearing as if you and your business are of sound quality is more important.

Competitive Edge

Great signage can significantly improve your edge over other businesses and competitors if they are lacking in that area. When choosing between two businesses a customer or client is likely going to pick the one with the better-looking signage because this shows a level of professionalism that the other lacks. It is an incredibly valuable benefit of good signage to be a better-looking business in small ways as it conveys those feelings of trust you want customers to feel when they are mulling their options.

Impulse Sales

Lastly, there was mention of judging a book by its cover, which is evident in a few of the benefits here but impulse sales is especially relevant for business signage. Many people are inclined to purchase products based on how they perceive a business, just like how they believe the quality may be better, this can lead directly to conversion in potential customers to actual sales.

Marketing is important for so many reasons. It helps foster a sense of identity, known as branding, and helps inform people about a business before they even step foot into the building or storefront. Building trust, knowledge, and reputation can come down to how well the signage can express these functions of marketing which makes it such an essential part of any good business.


Daria Brown