If you want your business to be successful, attract customers and make a profit, then you need to be highly visible. One of the first steps in achieving these aims is to have professional signage.

Professional signage is an effective way to attract customers to your business. Unprofessional signage can cause confusion and could possibly deter potential customers. Signage should be considered in the early stages and should be regarded with the same importance as the design of the website.

Signs obviously play an important part of any business. They should be clear and concise; too much detail on a sign can be as off-putting as too little detail. Your prospective customers should not be left in any doubt about your business or product.

The quality of your signs requires a great deal of thought, especially on issues such as the appropriate wording, colour schemes and visual distances. This is why it is recommended that you seek professional guidance for the design of your signs.

The tips listed below will give you an idea of ‘best practice’:

·      Be specific: Signs have to convey the right message to prospective customers. Contact details should be prominent and easily read.

·      Keep it simple: People tend to ignore signs that are crammed with detail, so keep it clear and precise. There is a rule which says that the sign should not take longer than five seconds to read, if it takes longer that five seconds then consider revising it.

·      Use upper case text: As with the headlines of a newspaper, the wording should be such that it will quickly get the attention of the reader. Keep it simple.

·      Make a call to action: Signs advertise your business and should prompt the prospective customer in to taking further action. This is the primary function of any signs.

There are generally five types of signage to be considered:

1. External Signage

These are the primary signs and the ones that first get the attention of your prospective customers. It is advisable to remember that first impressions count the most.

External signs have to be capable of attracting prospective customers. These signs are usually in the form of shop front fascia’s, window signs, ‘A’ boards etc. and the graphics on vehicles is just as important.

2. Informational Signage 

You’ll want your customers to return in the future so your store should be easy to walk through. This means that signs giving information to customers and directional signage are very important.

Any signs you provide should be easy to read and concise in order for the customer to understand the message as they pass by.   Colourful signs with large fonts are recommended for this purpose. A great deal of thought needs to be given before erecting any signs. Signs should be logically and considerately sited in order that the customers do not have to ‘to and fro’ to find what they are looking for.

3. Persuasive Signage

Persuasive signage coaxes a customer through convincing language or attractive imagery and are used to advertise a particular product or promotion. These signs often guide the customer to products that they have not noticed and can even convince the customer to buy a product that they had not previously considered, such as seasonal products.

Retail sales and the awareness of certain brands can be increased by the clever use of persuasive signs which draw customers towards the products.

4. Disability Signs & DDA Signage

Easy access to all parts of the premises, i.e. car parking, toilets and changing rooms etc., will make any disabled customers feel welcome. In this regard, suitable signage for disabled people is most important. In some circumstances, access for the disabled is in a different location to the main entrance door and therefore a sign must be displayed at the main entrance stating clearly where the disabled access is situated.

Remember that there are many forms of disability, so some signs may need to be in Braille or to use tactile features. It is advisable that any signs primarily for the use of disabled people should be mounted at a consistent height throughout the store, generally between 1.0m to 1.5m from the floor.

5. Mats

Mats, believe it or not, are a type of sign. Generally, mats have the company logo but they can also be used to show directions especially where a hanging sign would be inappropriate. It is more comfortable for shop assistants to stand on mats during any period that they are not actively helping customers. Mats also help to keep the floors clean during periods of wet or snowy winter weather.


You’ll be paying good money to provide the signage for you business, so make sure that you get it right to get the best return from your outlay. Be consistent with your signage and keep the signs simple but effective.

Signs, of course, should help to give an advantage to your business and hopefully increase turn over at the same time.

For more information or for help with your next project please feel free to contact us on 029 2036 1848 or email: info@printsauce.co.uk


many thanks

Gary Bagstaff


retail signage Newport