Retail Signage That Sells: Tips to Boost Foot Traffic & Sales

You’re strolling down a bustling shopping street, absorbed in thoughts. But then a store sign catches your eye. And you are suddenly drawn into the store, or perhaps remember something you needed to pick up. Yes, that happens. That’s the power of retail signage.

From the time there have been physical stores, there have been store signs. So much so that it’s hard to point out when the trend started. So we can safely say that retail signage is one of the oldest branding tools that also doubles up as a marketing tool. 

They have this unique power to convert window shoppers into purchasing customers or pull back existing customers and keep them coming back for more. So, if you are wondering if store signs still hold significance in the digital age, yes, they absolutely do! As long as there are physical stores, there will be retail signage. 

But the notable detail is that retail signage has become an ubiquitous detail in a store. Hence, some brands either do not give it as much attention as it deserves. Let’s change that today, shall we? Let’s talk about retail signage – the types, placements, benefits, tips, and more. 

What Does Good Retail Signage Bring to the Table?

It makes sense to address the main question first – why do you need to take your store sign design seriously? 

When Custom Neon surveyed consumers to understand the impact of retail signs, they found that, according to about 77% of respondents, poor signage or the lack of signage makes finding a store challenging. That figure alone reiterates the need for a well-designed store sign. But that’s not all! 

Your store sign grabs attention and makes that first handshake with your audience. Even in a cluttered shopping area, well-designed retail signage lets your brand shine. As a result, it helps bring more foot traffic to your store. 

That’s about signage placed outside the store, but there are other types of signage you need as well. These in-store signage help promote particular offers, draw attention to specific products, and help reinforce your brand identity. 

With all these benefits to reap, it all boils down to utilizing the right type of retail signage and designing it right. That’s where our discussion is headed next. 

Retail Signage Types That Shape Shopping 

Exterior signage 

The must-have retail signage type that almost every store installs on day one is the exterior signage or outdoor signage. 

As the name indicates, these are store signs you place outside your store to grab attention, introduce your store and attract attention. In other words, exterior retail signage is all about first impressions. It is also one of the first identifiers of your brand – the one visual reminder of your business for customers who visit your store. 

This category includes a wide variety of placements besides the traditional placement on the storefront fascia. Here are a few: 

• Sidewalk 
• Building corners 
• Window signage 
• Awnings 
• Parking lot 
• Pylon signs 
• Blade signs 
• Hanging banners/flags 

As you can see, each type and placement has a different role to play. For instance, window graphics often focus on attracting passersby with a time-sensitive message. This could be a new collection or even a seasonal sale. 

Sidewalk, building corner signs, parking lot, and even pylon and blade signs need to be crisp and to the point. They have a unified message that is clearly communicated. So use strong words and engaging visuals to make them work. 

KIMP Tips:

• Given the short glimpse that most passersby get of your exterior signage, clarity takes prominence. 
• Your branding should be crystal clear – brand colors, brand fonts, and the logo are the must-have elements. 
• Keep it simple and ensure a clear visual hierarchy for easy grasping of the message. 

Promotional signage 

Unlike traditional branding signage placed on the fascia and other exterior locations in a store, promotional retail signage is temporary. Besides, the focus is not entirely on branding but on promoting new arrivals or discounts. Therefore, these are signs designed to create a sense of urgency and encourage immediate purchase. In other words, well-designed promotional retail signage can help drive impulse purchases. 

Promotional signage comes in handy to promote time-sensitive messages or limited-time discounts. Additionally, they help drive initial momentum on a new launch or even to draw attention to a slow-moving product. On the whole, the main role of this type of retail signage is to drive sales. 

There are various placement options for promotional signage inside a store. 

Window displays 

• Ceiling-hung banners when you have to draw attention to an aisle 
• Shelf talkers when the focus is on a single shelf/product 
• Check-out counter or point of sale 
• Interiors in changing rooms 
• Floor decals within the store 

KIMP Tips: 

• Add a clear and relevant CTA for promotional retail signage to convert. 
• Include strong action words and phrases that communicate urgency and drive immediate action. 
• Use visual cues to instantly deliver the message. This is not just the product photo, but also relevant icons as required. 
• But when doing all this, do not clutter the design. You would want the signage to be clear and the message easy to grasp. 

Informational signage 

Think of all the questions a shopper might have once they have stepped into your store. This could be details about where to find what, or details about the checkout process. Information like this is presented to users in a clear and concise manner through informational signage. 

Informational signage in a store is also used to ensure smooth navigation through the store and a seamless shopping experience all the way up to the checkout. Imagine walking into a multi-storeyed store, moving from one floor to another, not knowing where to find what you are looking for. Or not knowing where the changing rooms are or the checkout counter. 

Even the best quality products and the best deals cannot impress customers who are frustrated by such a poor experience. To avoid this, invest in quality informational signage. 

What are some ideal placements for informational signage? The key is to choose locations that are easily visible and familiar to customers. 

• At the entrance/exit 
• Checkout counters – for information related to a faster checkout option or even a loyalty program. 
• A landing near the escalator or stairway – for quick hints on your store layout 

KIMP Tips: 

• Evidently, branding takes the back seat. Informational signage is not the place to put your logo as the central element. Instead, opt for a subtle and relevant integration of your brand elements. 
• Given that these types of signs are information-intensive, choose a legible font. 
• Add relevant sections and categorize the information into easily digestible segments for quick skimming. 

Brand-specific signage 

In multi-brand retail environments, there is one other type of retail signage that comes into play, and that is brand-specific signage. So, these are the types of signs you place to draw special attention to your brand within a store that sells your products and your competitors’ products as well. 

Therefore, these double up as brand identity establishing tools and also promote specific products like new launches in your brand. In essence, the key is to differentiate yourself from your competitors. Use visual cues and a compelling copy that aligns with your brand tone to convince customers that yours is the better option. 

The effectiveness of brand-specific retail signage depends on where you place it. 

• Floor graphics 
• End caps in relevant aisles or aisles with complementary products 
• Shelf wobblers 
• Specific brand zones within stores 
• Brand cards placed on display tables 
• Digital kiosks 

KIMP Tips: 

• Brand-specific signage helps introduce your brand and educate your customers about a new launch. Therefore, include relevant product photos.
• Feature your brand mascot to personalize your message and to reinforce your brand identity. This helps boost your brand recognition as well. 
• Understand the placement within the store and use directional cues or contextual copy to maximize the impact of your brand signage. 
• While highlighting your brand elements, balance the design with store branding for a seamless experience. 

Design Do’s & Don’ts for Retail Signage 

Once you have chosen the right type of signage, the next thing to tackle is the design. Because it’s not just about looks but about the effective delivery of your message and representation of your brand. Here are some practical do’s and don’ts to remember when designing retail signage: 

Design do’s 

• Give readability the first priority. Irrespective of the type of signage, the chosen font, contrast in color, and font size should all be such that the signage is easy to read. 
• Stick to consistent visual language. If the fonts have a different personality and the colors are in a different vibe, it dilutes the message. Remember that your store signs represent your brand. 
• Ensure consistency across different signage. When there are multiple signs within your store or when multiple versions of your brand signage are placed in a popular store, ensure consistency across these designs. They should all look and feel like they are from the same brand. In fact, within a store, visual consistency across signage designs influences the overall store aesthetics. 
• Pay attention to the negative space in your design. You do not want too many elements with very little room to breathe. 
• Use relevant visuals. No stock images. No placement of images for the sake of it. The idea is to communicate the message without overwhelming the audience. 

Design don’ts 

• Don’t cram too much information into one sign. Even with informational signage, keep the text as concise and to-the-point as possible. 
• Stay away from decorative fonts that merely take up space without helping readability. 
• Don’t ignore accessibility – poor contrast that causes eye strain or tiny font sizes leads to a bad experience. 
• Avoid fixating on branding. While branding is essential, it should not be overdone. Your logo does not have to be the central element in every single sign. Or you end up distracting customers away from the core message.
• Don’t ignore the context or placement of the signage. When not placed at the right level or when there is no proper lighting, even the best designs lose their impact.  

Retail Signage Placement Do’s & Don’ts 

So, you’ve got the right type and an impactful design for your signage. What’s the next step? Placement, of course! After all, you need to reach the right people at the right time. So, let’s talk about some retail signage placement do’s and don’ts. 

Placement do’s 

• Understand the store layout and customer navigation through the store in order to identify the optimal placement for your retail signage. 
• Instead of a single sign placed at a single location, identify two or more relevant spots. When a customer sees the same message two or three times, they tend to remember it better and react to it as well. 
• While eye-level placements work, they are not your only option. Consider the proper use of vertical space in a store. 
• Depending on the reaction and the conversion, remember to rotate the placement of your signs. This helps tackle the problem of sign blindness – yes, that’s very real! You do not want to bore your customers with the same old messages in the same old spots. 
• Identify action zones in your store – checkout counters, changing rooms, etc. These are spots ideal for cross-selling and upselling. 

Placement don’ts 

• Do not place too many signs close together. It beats the purpose and confuses your customers, leading to bad experiences. 
• Avoid placing signs that obstruct pathways or affect product visibility. Remember that the key to effective retail signage placement is to enhance the shopping experience and deliver your message without feeling intrusive. 
• Don’t place signs too high or too low. Even the best designs go unnoticed if they are far beyond eye level. Once you choose the height of placement, test the viewing angles as well. 
• Avoid placing signs in irrelevant spots. For instance, placing a sign promoting discounts on dairy products in the electronics section does not help. Irrelevant placement does not just confuse your audience but also leads to a waste of space and unwanted clutter. 
• Don’t place signs in poorly lit areas and inaccessible corners. When customers have to work too hard to get the message, they might not actively progress to the next step. 

Design Spectacular Store Signs With KIMP 

With all the nuances involved, having a professional design team to assist makes designing retail storage so much simpler. Time to sign up for a KIMP subscription. What’s more? With the unlimited designs and wide scope, you can conveniently iterate designs, visualize with mockups, and perfect your retail signage strategies slowly and steadily. 

So, are you ready to take your store branding and signage design to the next level? Sign up for a KIMP subscription. 

Register now for a free 7-day trial!