Ever walked past a shop and thought, “What do they even do?” Or worse… not noticed it at all?
That’s the harsh reality of signage. It’s either working hard for you, or quietly turning customers away.
Your sign isn’t just decoration. It’s your 24/7 salesperson. In fact, research shows that 76% of consumers have entered a store for the first time based purely on its signage [1].
So if your signage isn’t pulling its weight, it could be costing you more than you think.
Here are seven common signage mistakes and how to fix them.
The Fix
If people can’t read your sign quickly, they won’t read it at all. Overly decorative fonts or text that’s too small fail in real-world conditions. Follow the 3-metre rule: letters should be 2.5 cm high for every 3 metres of viewing distance. Stick with clean, simple, sans-serif fonts.
The Fix
Light grey on white or navy on black might look stylish, but they are incredibly hard to read. Use high-contrast combinations like Black on White, Yellow on Black, or Blue on White. If people need to squint, your sign isn’t working.
The Fix
Your sign is not a brochure. Too much text creates confusion, and confusion kills action. Use the 3×5 rule: three lines of text with a maximum of five words per line, or vice versa. Aim for around 60% white space to let your message breathe.
The Fix
A great sign that no one sees is a wasted opportunity. Signs placed too high, too low, or blocked by trees are ineffective. Think about how people move through your space. Place signage at eye level where possible, avoid obstructions, and consider traffic flow.
The Fix
If your signage looks completely different from your website or business cards, it erodes trust. Your signage should feel like part of a bigger picture. Use consistent colours, fonts, and logo placement to make your brand feel professional and credible.
The Fix
A faded, cracked, or peeling sign sends a negative message. 68% of consumers believe signage reflects the quality of a business’s products or services [1]. Choose materials that suit the environment, such as UV-resistant options for outdoor signs and durable finishes for high-traffic areas.
The Fix
What should someone do after seeing your sign? If the answer is unclear, you’re missing an opportunity. Give your signage a clear purpose. Simple prompts like “Enter Here,” “Call Now,” or “Visit Our Website” can make a big difference.
Some of the most effective signage isn’t fixed in place.
Your car, van, or truck can act as a moving billboard, generating 30,000 to 70,000 impressions per day [2]. That’s brand exposure every time you hit the road.
Pro Tip: Ensure your phone number and website are large enough to be read easily from a distance and when the vehicle is in motion. As a guide, text that needs to be readable from 9 metres away should be at least 7.5 cm tall.
Your shopfront windows are valuable marketing real estate. Use them to promote offers, highlight key products, or reinforce your brand. Done well, they can turn foot traffic into paying customers.
Pro Tip: Use window graphics to promote seasonal offers or create a sense of urgency with time-sensitive deals.
Effective signage isn’t guesswork. It’s a combination of smart design, clear messaging, and practical execution. The good news? Most signage mistakes are easy to fix once you know what to look for.
Take a few minutes to step outside your business and look at your signage with fresh eyes. Is it clear, visible, and working for you?
If not, it might be time for a rethink.
Need a hand? Your local Worldwide Centre can help you review your signage and create something that gets noticed for all the right reasons.
References
[1] FedEx Office. (2012). FedEx Office Survey: Standout Signs Contribute to Sales. https://newsroom.fedex.com/newsroom/global-english/fedex-office-survey-standout-signs-contribute-to-sales
[2] 3M. (n.d.). Fleet Wrap Effectiveness. Retrieved from https://www.3m.com/3M/en_US/graphics-signage-us/applications/vehicles-and-transportation/fleet-graphics/power-of-fleet-graphics/
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