The dos and don’ts to effective retail signage

Do keep it clear and concise

Craft messages that are easy to read and understand at a glance, so use simple language and avoid clutter.

Do maintain consistency

Ensure that your signage aligns with your brand’s visual identity, including colours, fonts, and logo usage.

Do prioritise visibility

Place signage where it’s easily visible to customers, ensuring it’s not obstructed by displays or obstacles.

Do use high-quality materials

Invest in durable and high-quality materials to ensure your signage remains in good condition and represents your brand well.

Do leverage contrast

Use contrasting colours to make your text and visuals stand out, because high contrast enhances readability.

Do highlight promotions and sales

Emphasise promotions, discounts, and sales prominently on your signage to attract attention.

Do offer directional signage

Provide directional signage to guide customers through the store, especially in larger or complex layouts.

Do create seasonal signage

Design seasonal and holiday-themed signage to keep your store fresh and engaging throughout the year.

Do utilise digital signage

Consider using digital signage to display dynamic content, promotions, and real-time information. You should also regularly inspect signage for wear and tear and replace or update as needed.

Don’t overcrowd with information

Avoid overcrowding your signage with excessive information. Focus on the most important message.

Don’t use inconsistent fonts and colours

Maintain a consistent font and colour scheme across your signage to avoid confusion.

Don’t neglect visibility from a distance

Ensure that your signage remains visible from a distance, not just up close.

Don’t block traffic flow

Don’t place signage in a way that obstructs customer traffic or creates congestion.

Don’t neglect seasonal updates

Remember to update signage for new seasons, holidays, or changing promotions.

Don’t ignore lighting

Ensure proper lighting for indoor and outdoor signage to maintain visibility, especially during evening hours.

Don’t print low-quality signage

Don’t compromise on print quality; it can affect readability and the overall impression of your brand.

Don’t overlook mobile optimisation

Make sure your signage is legible and effective for both mobile and in-store shoppers.

Don’t skimp on maintenance

Neglecting the maintenance of signage can lead to a shabby appearance and an unfavourable impression.