Although we are moving more toward a world of digital advertising, brick-and-mortar businesses must still rely on Outdoor Signage to help bring in customers. Signage is one of the most important marketing strategies for local businesses, as it can be used for both branding and advertising. As with online media, there are a few basic traits of signage that you should be aware of.

Of course, you must follow local laws on where you can place Outdoor Signage (as well as size and other restrictions), but in general, there are a few common rules for business signage to keep in mind when trying to lure more customers to your place of business.

So what are these common rules and basic traits, and why is Outdoor Signage important to a business?

Location, Location, Location

Yes, location is extremely important. Where you place your signage is where you will be branded. The people who drive by that location will begin to know who you are and what you have to offer and also become your local clientele.

Yes, Size Matters

Size definitely matters when it comes to signage but not just the overall size of the sign. You also need to keep in mind the size of objects in the location of the sign and the size of the writing on the sign itself.

Bigger is not always better when it comes to signage. Sometimes having a sign that is too big can be a distraction and take away from your message. Imagine a large sign on the side of a building where you regularly commute. Would the sign on the side of the building be better than a smaller sign that is well-placed at an intersection? Probably not. In fact, the smaller sign would be better as people have to stop and look at it whenever they get to the intersection.

Styles Make the Difference

There is a big debate going on regarding the use of digital signage:

  • Is it worth the cost?
  • Does it convert better than traditional signage?
  • Can it be implemented into billboards and other outdoor signage?

The answer to all of these questions is “yes.”

Digital signage has taken over the advertising industry. Yes, there are still traditional billboards that require the pasting of banners, but digital billboards are slowly saturating the market. The cost to create an ad is less, as it can be done on a computer and does not require labor to climb and paste the signage.

With improvements to digital signage over the years, it is less expensive to maintain and easier to change. Imagine having a message that you paid good money for, only to go through a re-branding a month or two later. You’ll need to change all your signs, which will mean expenses related to creating, removing, and replacing your signs with your new message. Digital signage only requires a few keystrokes, and your message is changed.

Final Word on Outdoor Signage

It has more than been established that you must have signage. It is as important as a Website because it tells people who you are and where you are located. Signage is an advertising and branding tool that can generate an additional 75 percent to your customer base and referrals, according to numerous studies. Make sure to consider sizing and location in order to attract customers and use technology such as digital signage in order to keep up with industry changes.