10 Signage Mistakes That Can Hurt Your Brand

Signage plays a vital role in shaping brand perception and improving customer engagement. It serves as a visual representation of your business, which can leave a long-lasting impression. Therefore, well-placed and designed signage is crucial; otherwise, it can harm your brand image and ROI, resulting in missed opportunities and confusion for potential customers. 

This blog will tackle ten common signage mistakes you must avoid, helping your business stay on the right track.

The Importance of Effective Signage for Branding

Signage is an incredibly important medium for your business. It helps reinforce and establish brand identity through visuals. Effective signage attracts customers and creates a memorable experience that makes you stand out.  

For instance, globally renowned companies like Apple and McDonald’s have established themselves as synonymous with their brand identity. Their logos are instantly recognizable, no matter where you see them.

Top 10 Signage Mistakes to Avoid

Watch out for the following common errors when making signages, and ensure your message is consistently clear and compelling.

Poor Visibility and Readability

Signs that are difficult to see or read could result in missed opportunities, as potential customers may not understand or even notice your message. Using low-contrast colors, tiny fonts, and blending the message into the background fails to catch people’s attention.  

Select high-contrast colors and incorporate bold and large fonts to improve your sign’s visibility. Additionally, place your sign at an appropriate height and angle for excellent exposure.

Complex Design

Overly complicated or cluttered signage design can confuse customers. They may not grasp the brand message you intend to convey, and even worse, they might develop a misconception about it. 

To avoid this, keep your designs simple and focused on the intent. Use clean graphics, minimal text, and a clear call to action to attract the attention of your target audience in just one glance. 

Inconsistent Branding

Excellent branding only uses specific and cohesive brand colors, fonts, and logos. When the design is inconsistent, it can negatively affect your brand image. This will make it hard for the customer to  recognize and trust your brand, weakening your brand identity.

Use the same design elements across all your signage to align with your overall branding strategy and establish a strong and recognizable identity.

Incorrect Sign Placement

Putting signs in locations where they might be ignored or missed can reduce their effectiveness. Placing your signs in low-traffic areas, for instance, allows only a few people to see your advertisement, limiting your opportunity to tap your target audience.

Determine the best locations for your signs. Popular examples include shopping malls, busy intersections, public transit stations, highways and main roads, and stadiums or event centers. 

Outdated Information

Displaying incorrect or outdated information on signs can be misleading. Old business hours, incorrect contact numbers, or expired promotions can quickly damage credibility. 

Regularly updating your signs ensures that the information remains accurate. This is essential for maintaining your professionalism and trustworthiness as a brand.

Regulatory Neglect

Each state and city has different regulations regarding signage use. Ignoring local signage laws and regulations may result in fines, penalties, and significant reputational damage. Always check local policies and follow the area’s guidelines regarding signage size, lighting, placement, and content. 

Consult with the local authorities or a professional signage company before installing your signs to avoid legal repercussions.

Low-Quality Materials

Using low-quality materials for your signs leads to premature deterioration and damages your reputation. Peeling vinyl, faded colors, and damaged frames will reflect poorly on your business.

Always invest in high-quality, durable materials to ensure your signage looks professional and appealing for a long time. This will protect your brand image and make a good and positive impression about your business.

Poor Lighting

Inappropriate or inadequate lighting can make your signs difficult to see, especially at night or in low-light conditions. This rapidly limits their effectiveness and purpose.

To enhance visibility and appeal, incorporate proper lighting solutions, such as backlit signs or LED. These solutions guarantee that your sign will stand out, regardless of the time or weather conditions.

Lack of Maintenance

Poorly maintained signs can create a negative impression about your business. These common signage mistakes reflect a lack of attention to detail. To ensure your sign remains effective, cleaning, repairing, or replacing worn-out components is crucial.

Overlooked Sign Testing

Not testing the sign before use could result in unforeseen problems that may diminish its effectiveness. For example, signage that looks great on paper might not stand out. Without testing, you risk having signs go unnoticed, leading to a potential loss of visibility for your brand.

Conducting tests such as pilot installations or mock-ups allows you to assess the design’s visibility, readability, and overall effectiveness before finalizing the design and placement.

Takeaway

Well-designed and strategically placed signage is vital for your brand’s success. It’s a powerful medium for attracting customers and reinforcing your brand identity. Understanding the common signage mistakes to avoid ensures your signage can attract potential customers.

Rely on the experts at Artcraft Sign for quality signage that can draw thousands of customers to your business. Over the years, we’ve established long-lasting relationships with businesses of all sizes, from small local businesses to large national accounts. 

Call us now to get started with your project.