Key Elements To Include When Creating Impactful Exterior Business Signs

In crowded downtown and suburban areas, where businesses compete for the attention of potential customers, your exterior business sign is often the first chance you have to make an impression with potential customers. But what makes a business sign effective? It’s not just about being big and bold—there’s a science to designing and crafting a custom sign that captures attention and communicates your message clearly to reinforce your brand. In this article, we look into the essential elements that make outdoor signage work, offering practical tips and insights to help your business shine.

Readability: Keep Messaging Clear and Simple

When it comes to exterior business signs, clarity is king. A cluttered or difficult-to-read sign is unlikely to attract attention or convey your message effectively. Think about a busy St. Louis county street—drivers and pedestrians alike don’t have time to decipher complex designs or small text. Your sign must be clear, legible, and straight to the point.

Choose Fonts Wisely

Font choice plays a significant role in readability. Sans-serif fonts like Arial or Helvetica are often easier to read from a distance than more decorative fonts. Additionally, consider the size of the text. Larger letters are easier to read, especially for signs intended to be seen from a distance, like those on busy roads or highways. But just because a font is in a large typeface does not mean it is easily read—error on the side of easy-to-read rather than decorative fonts that may confuse the viewer.

Keep the Message Short and Sweet

The best business signs communicate their message in seconds. Whether it’s your business name, a special offer, or a simple “Open” sign, brevity is critical. For example, a café in the Central West End might use a sign that simply says “Coffee & Pastries” in large, bold letters. The message is clear, and there’s no doubt about what the business offers.

Location, Location, Location: Not Just for Real Estate

No matter how well-designed your exterior business signs are, they won’t be effective if not placed in the correct location. Strategic placement ensures that your sign is visible to your target audience when it matters most.

Consider Viewing Angles and Traffic Flow

Think about where people are likely to be when they see your sign. Is it placed at eye level for pedestrians? Is it angled correctly for drivers approaching your business? For instance, a retail store in the Delmar Loop might position a blade sign perpendicular to the building so it’s visible to both foot traffic and cars passing by.

Don’t Obstruct Your Sign

Ensure that trees, buildings, or other signs don’t obstruct your sign. What good is a beautifully designed and handcrafted sign if it’s hidden behind foliage or competing for space with neighboring businesses? For businesses in densely populated areas, consider placing your sign above eye level or using a taller pole sign to ensure maximum visibility.

Consistency: Reinforce Who You Are

Your exterior business signs should be an extension of your brand and showcase its personality. This means incorporating your brand colors, fonts, and overall aesthetic into the sign’s design. However, while your logo is integral to your brand, it’s not always necessary—or even beneficial—to feature it prominently on your sign.

When to Use (and Not Use) Your Logo

Including your logo on exterior business signs can help with brand recognition, but it’s not always the best choice. For example, a restaurant might find that a large logo dominates the sign and detracts from more important information, such as the type of cuisine or daily specials. Instead, consider using your logo more subtly, perhaps as a smaller element on the sign or in other marketing materials, like menus and flyers.

Eye-Catching Design: Stand Out From the Crowd

An effective sign needs to capture attention in a sea of distractions. This is where design elements like color, contrast, and size come into play.

Choosing the Best Colors for Visibility

Color choice is crucial for ensuring your sign stands out, especially at night or in poor weather conditions. High-contrast color combinations, such as black on yellow (Go Tigers) or red on white (think of the instantly recognizable Red Cross logo), are easier to read and more likely to catch the eye. Imagine a boutique on Washington Avenue with a vibrant white sign and black lettering—this combination not only stands out but also aligns with the brand’s chic, modern vibe.

Size and Scale: Bigger Isn’t Always Better

While your sign needs to be large enough to be seen, it’s also crucial to fit the scale of its surroundings. A massive sign on a small storefront can look out of place and overwhelming, while a sign that is too small may be easily overlooked. For example, a cozy bakery in Kirkwood might opt for a modestly sized sign that complements the quaint feel of the neighborhood.

Ensure your sign is visible at night by exploring our helpful guide that looks into color combinations and illumination strategies.

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Comply: Stay Within the Rules and Regulations

Before you design and install your exterior business signs, it’s essential to understand the local regulations that govern signage. Different areas have different rules regarding the size, placement, and even the lighting of signs.

Check Local Signage Laws

In St. Charles, for instance, some historic districts have strict guidelines on the types of signs allowed to maintain the area’s character. Failure to comply with these regulations can result in fines or the need to redesign your sign. It’s worth taking the time to research local ordinances or consult with a local signage expert who is familiar with the rules in your area.

Plan for Permits

Many types of exterior business signs require permits, engineered drawings, or city approvals before they can be installed. This is especially true for larger signs or those that include lighting or electronic displays. Obtaining the necessary permits can be a lengthy (and, at times, costly) process, so it’s important to factor this into your timeline and budget.

Modern Technology: Embracing the Digital Revolution

Incorporating digital elements into your exterior business signs can elevate your brand’s visibility and engagement. Digital signs, like LED displays and electronic message boards, offer dynamic content that can be updated in real time, keeping your messaging fresh and relevant.

Consider Brightness and Visibility

Digital signs must be bright enough to stand out both day and night. Adjustable brightness levels ensure your sign remains visible without causing glare, enhancing its effectiveness across all lighting conditions.

Easy Content Management

Digital signs allow for quick content updates, enabling you to promote events, sales, or essential information instantly. Use scheduling tools to plan and manage your content effectively, ensuring consistency with your brand’s overall strategy.

Check out our guide on designing custom LED signs to learn how to create an impactful exterior business sign that leads to profitability.

Explore the Guide

Turn to Excel Signs & Design To Craft an Impactful Exterior Business Sign for Your Company

Since 2011, we’ve helped clients throughout St. Louis, St. Charles, Jefferson County, and the Metro East craft exterior business signs that boost visibility and awareness. We are committed to your satisfaction and collaborate with you from the initial consultation until the sign is installed to ensure it looks and performs precisely as you envisioned. Our team welcomes you to check out our portfolio of completed projects and reach out to us with any questions or to schedule an in-person meeting to discuss your outdoor sign needs.

Key Elements To Include When Creating Impactful Exterior Business Signs

Readability: Keep Messaging Clear and Simple

Choose Fonts Wisely

Keep the Message Short and Sweet

Location, Location, Location: Not Just for Real Estate

Consider Viewing Angles and Traffic Flow

Don’t Obstruct Your Sign

Consistency: Reinforce Who You Are

When to Use (and Not Use) Your Logo

Eye-Catching Design: Stand Out From the Crowd

Choosing the Best Colors for Visibility

Size and Scale: Bigger Isn’t Always Better

Comply: Stay Within the Rules and Regulations

Check Local Signage Laws

Plan for Permits

Modern Technology: Embracing the Digital Revolution

Consider Brightness and Visibility

Easy Content Management

Turn to Excel Signs & Design To Craft an Impactful Exterior Business Sign for Your Company

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