Business Sign Advice

Business Sign Considerations

Your business sign is your first impression on prospective customers. With a lot riding on the outcome, you have a lot think about when it comes to your business sign.

Your business sign is your first impression on prospective customers. With a lot riding on the outcome, you have a lot think about when it comes to your business sign.

Business Sign Considerations

Unlike other forms of advertising, a custom sign is an affordable promotional tool that will tirelessly work to attract new customers and make your business more visually appealing.

A good sign serves many functions. Although many people think primarily in terms of outdoor signage, your business is full of signs. From simple restroom signs to illuminated exit signs, your company relies on the directional and safety functions of signage in addition to its functions as a promotional device.

Here are a few other things to consider about your company signs . . .

  • Location. In some ways, where you put your sign is almost as important as the quality of the sign itself. Indoor signs are usually affixed to either the ceiling or walls. Outdoor signs have more options and are commonly located on walls, roofs, awnings, stand alone configurations or even the sides of vehicles. Although sign locations vary according to their functions, the general rule of thumb is that sign placement should take into account important factors like distance from the viewer, height and lighting.
  • Design. A well-designed sign communicates competence and professionalism to your customers. It goes without saying that above everything else your signs should be readable. But more than that your sign should be designed with an eye toward style and in a manner that reinforces your brand identity.
  • Construction. Sign companies describe signs according to two distinct elements: Lettering and substrata (the backing for the lettering). Design and style considerations may dictate which materials are most appropriate for your sign. If not, your construction options will include metal, wood, plastic, vinyl, paper, foamcore, glass and many other materials. Keep in mind that the temptation to go cheap on sign materials usually doesn't pay off. More expensive construction materials are designed to maintain their attractiveness for years while less expensive alternatives may need to be replaced in a matter of months.
  • Compliance. You can't settle on a sign design until you consider compliance issues. Your indoor signage will have to comply with the sign requirements of the ADA (Americans with Disabilities Act). But the bigger issue is that your outdoor signage may be subject to zoning restrictions. Most towns regulate the shape, size and construction of outdoor signage. It's still possible to erect the sign you want even if it doesn't apply with zoning restrictions, but to do it you will need to apply for a zoning variance. Talk to your sign builder about how to apply for a variance in your area.

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