How Signage Benefits Your Business

by | Apr 19, 2022

Signage is absolutely integral to any business; from windows to pavements or wall signage, each sign serves a different purpose and can benefit a business in a number of different ways. When it comes to effective branding, signage can be incredibly important; presenting your consumers with a concise, clear message can make you instantly more approachable. In today’s world of digital marketing, physical signage could be exactly what you need. With this in mind, we have come up with an outline of the benefits that signage can present for your business.


One of the most central benefits is the clear communication that can be achieved through signage. When consumers are bombarded with a stream of ‘information overload’ it can become too much for them cognitively. This can mean the customers can’t effectively process the information that is being received and your messaging as a business may become disrupted or unclear. Providing a form of clear communication through your signage is a great way to eliminate this problem.

Directional signage can also guide your customers towards a place or specific location you want them to observe. You can also direct their vision towards a particular piece of messaging or communication you want to convey, which can be especially helpful if you want a particular message you want the signage to communicate.

Brand identity and character

Trying to build an effective brand identity and character that you can use to attract more customers is helped massively by effective signage. A survey conducted by FedEx, for example, found that a whopping 76% of customers will enter a business premises they have never visited before based on the effectiveness of strong signage. It’s important, however, to make sure that the signage you do use effectively communicates the brand image and vision you are wanting to convey.

Working with a reputable designer to build the design of your sign is equally as important. Logo creation, size of font, colours used, and the contrast of colours are all things to pay attention to.

Brand awareness

You want your signage to quickly and effectively convey the message of your brand, so making sure your sign leaves a fantastic first impression is also important for raising brand awareness. Having the sign properly branded is going to increase the number of times potential customers view your logo and recognise it in the future.

With this in mind, it might be worth brainstorming the best ways that you can portray your brand through effective signage. Remember that with particularly good signage, even the smallest tweak can make all the difference.

Target audience

The best thing about signs is you are only likely to attract the right kind of customer, since they are going to be the only ones contacting you based on your sign. Whereas digital marketing can often attract a plethora of customers that might not necessarily be geared towards the particular demographic you want to target, only the most relevant customers are likely to contact you based on your sign.


When compared to pay-per-impression (PPI) advertising (paying for each ad that is placed via social media or email), signage can be an extremely cost-effective method of marketing your business. The one-time, upfront cost nature of signage is particularly effective when we consider that the signage can last indefinitely, while digital marketing cannot.

Severn Signs are Gloucestershire’s leading sign makers and printers.  Severn Signs has grown to become the largest independent and trusted sign makers in Gloucestershire, with a knowledge of the sign business that’s second to none.  If you’re a new or existing business that’s looking for professional and experienced sign makers in or around the Gloucester area, then take a look at our website or give us a call on 01452 739 156 – we’d be happy to help!