The Crucial Role of Store Signage in Driving Brick-and-Mortar Success 

Great store signage is the cornerstone of every successful brick-and-mortar location. When haven’t you used signage to identify your intended location? They are an essential part of our lives as we travel to -  

• Restaurants
• Retail Stores
• Gas Stations
• Banks
• Shopping Centers
• Medical Facilities
• Attractions
• And so much more

Signs identify your destination, eliminating any guesswork. To stand out, your sign must clearly convey your brand and message, be visible day and night, and be appropriately sized. Your sign says so much about your business, and work hard, 24/7/365, to get you noticed.

Research by the International Sign Association (ISA) found that 50% of consumers have driven past a desired business without seeing it because the sign was too small or unclear. This statistic underscores the importance of ensuring your sign is visible and easily readable from a distance. Roughly 85% of your customers live or work within a five-mile radius of your business, making local visibility paramount. 

Data from location analytics firm Placer.ai's May 2024 Mall Index shows that visits to indoor malls, open-air shopping centers, and outlet malls all saw significant year-over-year increases. Visits to indoor malls have increased by 8.6% since 2023. Visits to open-air shopping centers have increased 6.2%, and visits to outlet malls have increased 5.7%.

Shopping habits from the International Council of Shopping Centers show the online generation still values shopping in person. A total of 97% of GenZ respondents said they still shop at brick-and-mortar stores. About 60% also said that even if they don’t need to buy something, they’ll go to the mall just to hang out with friends.

So when it comes to brick-and-mortar, signage will continue to reign supreme in driving traffic. As for what type of sign to get? You have choices, but much depends on varying factors and is often determined by local sign codes and regulations. Therefore, it is essential that your chosen signage is best suited and approved for your business.  

Pylon signs, for example, typically range from 20 to 80 feet in height. A pylon sign along a highway might be taller to ensure it can be seen from a distance. 

Monument signs, however, are freestanding structures designed to be at eye level, generally standing 5-10 feet tall. These signs usually have a solid base that extends from the ground up, often constructed from durable materials like brick, stone, metal, or concrete. The base can be decorative and designed to complement the surrounding area’s architecture. 

Building signage refers to signs mounted on the exterior or interior of a building to identify a business or organization’s name, logo, and services. Building signage is crucial for brand visibility, wayfinding, and attracting customers. There are several types of building signage, each with a typical size range depending on its purpose and location. These might include channel letters, cabinet signs, blade signs, or window graphics. 

According to the Sign Research Foundation, 34% of North American consumers associate signage with the brand’s quality, making it a crucial factor in brand perception and loyalty. 

In a market where first impressions matter and competition is fierce, investing in high-quality, well-designed signage is not just a choice—it’s a necessity. When done correctly, signs can be a powerful driver of success. The best starting point is partnering with a trusted sign company that can assist you with every step, from design and manufacturing to installation.