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Marketing Tango

The Rhythm of Integrated Marketing

3 Recommendations for Business Signage


Aug 18, 2021

Ensure Quality Signage, Reap Business Benefits
Whether attracting the attention of passersby, or making an impression on visitors, customers and potential customers, business signage is critical to an integrated marketer’s efforts—both subtle and direct. Don’t let quality signage be an afterthought; put the time into carefully planning the ways in which you communicate with your community. Below are three aspects of your organization’s internal and external graphics and signs that indicate who you are, support your brand, and serve as visual reinforcement for those who enter your building or facility.

The size of your sign/s, the colors used, the location/placement on or near your facility, and the elements that make your signage legible all contribute to its visibility to foot or car traffic. For greatest impact, recommends that signs optimally feature 10 inches of letter height for every 100 feet of distance from which they are likely to be viewed. Also consider how clearly the sign reads at different times of day, image and color contrast, and any additional lighting you install. Visitors to your business are seeking reassurance that they are working with a reputable, trustworthy brand with a consistent message. Good signage serves as a strong physical indicator that they can be confident in your business.

Any signs or graphics on or in your facility should reinforce your brand image, from the font you use to the materials you select. The Small Business Administration (SBA) points out that as a 24/7 branding tool your signage should present a unified visual impression, from your logo to your color palette. If there are zoning restrictions in your area, try to stick as close to your brand look and feel as possible.

Internal Signage
Once inside your business, are your guests able to easily navigate the building? Is your brand again reinforced on signs and displays or through the visible color scheme? From logo placement throughout the building to brand elements incorporated into nameplates and on the walls, decorations and signage help solidify the message about your organization’s qualities, and give a complete visual representation of the business. Wayfinding indicators, too, should align with other signage, easily guiding visitors throughout the facility. Consistent brand messages in the office should easily reinforce your organization’s mission and values.

The most effective way to ensure that your business is satisfying these key signage requirements is to work with a company that understands signage, specializing in the types of signs and materials that best support your needs. Their high-quality signage and knowledgeable staff help integrated marketers like you make the best choices for signage from fonts and colors to materials and formats for both exterior signs (window vinyl, hanging) and internal (nameplates, wayfinding).                                

Last modified: August 18, 2021


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