Jeff Moore knows that when your store is located in one of the largest malls in America, you have seconds to engage customers and get them to walk in. That’s why the partner of the shoe boutique, Stilettos, relies heavily on signage. “Signs are the primary vehicle that bring people into the store,” says Moore, whose shop is in the King of Prussia Mall in Pennsylvania. “As a small merchant, it pays to look like the big guys, and our signs help us do that. People often walk into the store commenting on the quality of our signage.”

Signs brand a business, promote sales, and drive traffic, says Sruly Markowitz, COO of StoreSigns.com, a company that has developed signage for large retail entities like Zales and now offers signage services to small-business owners. “Studies have shown that signage has more influence over shoppers than social media, websites, and e-mail marketing.”

What Makes a Good Sign?

Knowing the qualities to look for in effective signage helps you take advantage of this tried-and-true form of marketing. Here are some key factors to consider:

Good Looks

Winning signs feature attractive, engaging photos or illustrations. Before your sign is printed, check artwork, suggests Carrol Caldwell, owner of Wall Words in Santa Ana, Calif. Her company creates business signage, including vinyl lettering for walls and windows, digital posters, and banners.

• If the sign will be viewed close-up, ensure the artwork is 300 DPI; if viewed from a distance, 72 DPI will suffice.
• Avoid confusion by using a maximum of three fonts on each sign.
• Ensure the text is large enough to be read from a distance.
• For vinyl window lettering, use a light, bright color, as darker hues don’t stand out.
• Avoid a cluttered look by aiming for brevity in your message.

Markowitz suggests hiring a graphic artist if sign design isn’t your area of expertise. “Getting assistance is especially important if you are going directly to a printer for your sign, because printers specialize in printing, not design,” he says.

Quality Materials

Top-quality signs are made from high-quality materials. “It’s important that the paper used is premium and the printers are properly color-calibrated,” says Markowitz, whose company uses products like 10-point durable premium paper stock and 13-ounce outdoor vinyl banner material.

• Avoid cheap, thin paper that crinkles and fails to hang well.
• Paper that’s too thick will curl when hung due to being rolled in a tube for shipping.
• The weight/thickness of the paper should match the amount of ink used on the sign.

Pricing

Fortunately, a high-quality sign doesn’t have to cost a fortune. Brick-and-mortar and online sign shops usually charge by the foot for large signs, which varies by the materials used. Here’s an overview:

• Large signs can cost as low as $1 per square foot for banners.
• Smaller signs can run as high as $10 per square foot.
• Caldwell’s 5- to 6-foot vinyl window signs typically cost $100, including installation.
• Graphic design assistance can cost between $75 to $200, with stock photos ranging from $10 to $50 each.

In today’s challenging economic climate, it pays to know that you can inexpensively and effectively copy the large chains and reap the benefits of traffic-stopping signage.

A freelancer since 1985, Julie Bawden-Davis has written for many publications, including Entrepreneur, Better Homes & Gardens, and Family Circle. Julie blogs via Contently.com