The average American sees dozens, if not hundreds, of advertisements every single day. This means that it can be difficult for businesses to break through all the noise, reaching the right people at the right time with their messaging. 

Commercial signage plays a key role in attracting customers to your business, holding their attention, and building brand awareness. However, with so many different types of signage available, it can be difficult to know where to begin. That’s why we’ve put together this ultimate guide to commercial signage to help demystify the process. 

Begin by Understanding Your Brand Identity

Signage is often the first impression that prospective customers will have of your business. Therefore, it’s important that it reflects your brand’s personality, values, and aesthetic. Consistency in branding across all visual elements, including signage, builds trust and boosts brand recognition.

Use your brand’s colors to ensure your signage is immediately recognizable. Colors evoke emotions and associations, so choose shades that align with your brand message. For example, blues tend to elicit a sense of calm; purple has connotations of luxury; and red suggests excitement, power, or dynamism. 

Make sure your logo is prominently displayed and clearly visible on all of your signage. It should be proportionate to the size of the sign and positioned for maximum impact. Use taglines or key phrases that resonate with your brand voice. Keep your message concise and ensure that it complements other marketing materials.

Only once you understand your brand’s identity and its visual representation can you utilize it to maximum effect in your commercial signage design. 

What Types of Commercial Signage Are There? 

With so many different types of commercial signage, you’ll need to make some decisions about which types will work best for your needs. In this section, we will look at some common signage choices you may need to make and consider the pros and cons of each option. 

Indoor vs. Outdoor Signage

This refers to where your signage will be placed and what its purpose will be. Indoor signs are used for navigation, branding, and decoration on your premises. Outdoor signs are designed to attract and inform passersby about your business.

Indoor signs can enhance the interior aesthetics of your premises and improve the customer experience. However, they offer limited visibility from outside so are unlikely to attract new customers to your business. 

Outdoor signs are effective in attracting attention, drawing in new customers, and increasing brand exposure. However, their use may be subject to weather conditions. They may also require a permit before you can display them. 

Illuminated vs. Non-Illuminated Signage 

Illuminated signs, such as backlit and neon signs, are ideal for visibility in low-light conditions, while non-illuminated signs are suitable for daylight hours and indoor use.

Illuminated signs can allow for 24/7 visibility. For this reason, businesses that operate at all hours, such as bars and restaurants, use them. They can be attractive and attention-grabbing. However, they require energy to run, making them a costly option. Their installation is also likely to be more complex.

Digital vs. Non-Digital Signage 

Digital signage offers dynamic content and can be updated easily, making it perfect for promotional purposes or information sharing. It also allows for interactive capabilities. Interactive displays are particularly popular for both retail and hospitality businesses, allowing customers to view products and menu items and learn more about them. 

However, digital signage comes with a higher upfront cost than its non-digital counterpart and is likely to require ongoing technical maintenance.

Location: Where to Place Your Signage 

When choosing your signage, think about where you will place it to ensure maximum visibility. Factors such as height, angle, and the surrounding environment may all play a role in this decision. 

Place signs at eye level for pedestrians or at a suitable height for drivers, depending on your target audience.

In high foot traffic areas, consider A-frame signs or window graphics that are easily visible at close range to catch the eyes of those walking past your premises. Roadside businesses, on the other hand, should use large and high-contrast signs that can be read from a distance and at high speeds.

Regardless of the signage you choose, be aware of local zoning laws, size restrictions, and permit requirements to avoid fines and ensure compliance. The last thing you want is to install the perfect, attention-grabbing sign—only to have to take it down because it does not comply with local regulations. 

Material Matters

Numerous different materials used in commercial signage each offer its own benefits and drawbacks, and what you choose will depend on your business’s needs as well as aesthetic considerations. 

Wood, for example, offers an attractive rustic and natural look but requires regular maintenance to prevent weather damage. Metal is highly durable, gives a modern feel, and is suitable for both indoor and outdoor use. However, it can be heavy and is often more expensive than other options. Acrylic is lightweight, versatile, and ideal for illuminated signs but may be prone to scratching.

In choosing the right material, first consider durability, aesthetic preferences, and your budget. For outdoor use, opt for materials that can withstand your area’s weather conditions. For indoor use, focus on aligning your signage with your branding and the look and feel of your premises. 

Size and Scale Considerations

When selecting the size and scale of your signage, it is important to understand the typical viewing distance of those who will see it. This is why roadside businesses typically need larger signs than those in areas with high foot traffic. 

The further away your audience is, the larger the sign should be. A good rule of thumb is to aim for approximately 1 inch of letter height per 10 feet of viewing distance.

But larger signs aren’t always better. A sign that’s too small will be hard to read, while one that’s too large may overwhelm the space. Try to strike a balance between visibility and aesthetics to ensure your sign is effective.

Message Clarity and Design

Your signage should convey your message in seconds, so it’s important to be clear, concise, and impactful in both your wording and how you choose to display it. 

Keep your text short and to the point, using action words and avoiding “filler.” Use a clear, legible font and avoid overly decorative fonts—these can be difficult to read from a distance. When choosing your color scheme, remember that a high contrast between text and background colors improves readability. Consider using bold colors to make important information stand out.

Organize the information on your sign logically, with the most important message at the top or in the center. Bullet points or icons can help break up text and enhance readability, too. 

Understanding Compliance and Regulations

Every locality has its own regulations regarding sign size, placement, and lighting. Zoning limits where signage can be displayed, and some types of signs may require a permit. Research these requirements thoroughly for your area before designing and installing your sign to avoid legal issues.

Additionally, your signage needs to comply with accessibility standards. This is a moral imperative and, in some areas, may also be a legal one. 

Accessibility means ensuring your signage can be read by all, including people with disabilities. This includes using appropriate fonts and font sizes, braille, and ensuring that digital signs have audible components if necessary. Avoid flashing or flickering lights, as these can trigger seizures in people with epilepsy and certain other conditions. 

Budgeting for Signage

The cost of commercial signage is tremendously variable, and numerous factors can influence it. The materials you choose, the size of your sign, the complexity of your design, the types of lighting used, and the complexity of the installation all contribute to the overall price.

Digital signs typically cost more up front than non-digital alternatives, but they can be more cost-effective over time due to the flexibility and versatility they offer.

We recommend setting a clear budget and prioritizing features that are essential for visibility and brand consistency. You may also want to consider modular signs that allow for future updates without requiring a full replacement.

Here at DCI Signs & Awnings , we offer numerous competitive options at various price points and will work with you to find the best signage solutions for your needs and your budget

Maintenance and Longevity

Regular cleaning and inspections help prevent damage, keep your sign looking new, and extend its lifespan. Poorly maintained signs not only are less effective and reflect poorly on your brand’s image, but also they can be dangerous. Check your signage regularly and address issues such as fading, peeling, or malfunctioning lights promptly.

For outdoor signage, choose durable materials with protective coatings that resist weathering and UV damage. When using digital signs, ensure that the software is updated and the hardware is checked for damage regularly. 

Wrapping Up 

As you can see, there are many decisions to make when it comes to finding the best commercial signage solutions for your business. We hope this guide has helped take some headaches out of the process. 

As leading signage experts since the early 1990s, the DCI Signs & Awnings team is ideally placed to help you choose the most effective commercial signage options for your needs. Contact us today to ask your questions, discuss your signage needs, and get started.