Storefront Signage: 5 Tips to Make Your Brand’s First Impression Have a Lasting Impact

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By Jack Lunkenheimer, Solutions Consultant at Gable

In today’s competitive business landscape, attracting customers is more important than ever. While having the best products and services is crucial, creating a positive first impression through branding and curb appeal can be a deal-maker or breaker. Your business’s exterior appearance, including landscaping, lighting, and signage, can dramatically impact a customer’s decision to enter your store or restaurant.

In this article, we’ll share strategies to get more customers in the door by beefing up your business curb appeal through the power of a signage retrofit or refresh.

The Role of Signage in Establishing Curb Appeal

Some customers rely on online reviews or word of mouth before visiting a retail establishment, but hands down, your business’s branding and curb appeal are the first things potential customers notice.

According to a study by the University of Cincinnati, 52% of consumers have avoided entering a store due to its uninviting exterior appearance. This highlights the importance of creating a welcoming and visually appealing storefront.

Effective branding through signage can help you:

  • Increase brand recognition
  • Differentiate your business from competitors
  • Communicate your brand’s personality and values
  • Create a memorable experience for customers
  • Most importantly, attract them to enter your store or restaurant

Five Factors to Consider in Your Next Sign Retrofit or Refresh

Signage plays a crucial role in attracting customers to your business. A FedEx survey found that 76% of consumers have entered a store they had never visited before based on its signs. Additionally, 68% of consumers have made a purchase because a sign caught their eye.

To maximize the impact of your signage, consider the following brand-boosting features:

1. Illumination: Ensure your signs are well-lit, especially at night. Non-illuminated signs can easily go unnoticed, causing potential customers to overlook your business. An LED pylon sign might be the refresh your business and your customers are looking for.

2. Maintenance: Keep your signs in good condition. Broken or poorly maintained signs can create a negative impression and deter customers from entering your store. Relying on a local rapid response team can keep you up and running.

Illumination for effective signage

3. Visibility: Place your signs in prominent locations, ensuring they are easily visible from the street or sidewalk. Who hasn’t been driving down the street, stopped at a store, and purchased merely because they saw the sign? A prominent technology chain discovered that about 17% of its customers did not intend to stop there but did so specifically because they saw the sign.

4. Readability: Use clear, legible fonts and contrasting colors to make your signs easy to read from a distance. Signs that are too small or illegible can mean a missed opportunity as customers drive past without locating the business. In fact, more than half of shoppers (a four-year study average of 54%) say they have driven by and failed to find a business because the sign was too small or unclear. Both older and younger age groups have reported this problem.

Effective signage for ModWash

5. Safety: Ensure your storefront and signage are well-lit and free from hazards. Poor or unsafe lighting can create an uninviting atmosphere and deter customers from approaching your business.

Safe and effective signage

Investing in Effective Signage Can Pay Dividends

Well-designed signage can directly contribute to a retail business’s bottom line by attracting more customers, increasing brand recognition, and driving impulse purchases. As an added boost, effective signage can help reduce marketing costs by serving as a 24/7 advertisement for your business, making it a cost-effective, long-term investment in your retail success.

At Gable, we understand the power of curb appeal. Our experienced signage and fabrication team can help you design and install signs that attract customers so the interior experience isn’t stifled by the lackluster exterior perception.

Reach out today to learn how we can enhance your business’s curb appeal and drive sales.

Don't let poor signage hold your business back.

Partner with Gable to create eye-catching, effective signs that will attract more customers and help your business thrive. Check out our inspiring portfolio or call us at 800-854-0568 to discuss your curb appeal wish list.

About Gable

Gable has been a leader in visual communications for over 40 years. We are passionate about elevating how people perceive, interact with, and remember brands, buildings, and places. With a rich legacy in blending the timeless artistry of traditional signs with the dynamic possibilities of video displays & integrated AV systems, Gable continues to shape the future of visual communications. For more information, visit or call 800-854-0568.

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