If you want to attract more foot traffic, increase in-store conversions and strengthen your brand’s presence, well-designed signage in retail stores can do all that and more. Signage can guide customers, highlight promotions and boost sales. This guide will explore store signage ideas, use cases, examples and actionable signage design tips. We’ll also discuss how to create signs that are eye-catching and accessible to shoppers, ensuring your store is welcoming and inclusive.
- Retail signs are visual tools used in-store to inform, guide or promote, helping drive foot traffic, boost sales and increase brand recognition.
- The types of signs that work best in retail locations include outdoor signage, interior signage and promotional signage.
- Retail store signage must be durable, accessible and consistent with your branding.
- Place signage in retail stores at entrances, and near checkout and key decision points to guide shoppers, boost sales, and improve customer experience.
- To design effective signage for retail stores, use bold typography and high-contrast colors.
The importance of signage in retail stores
With so many types of signs to market your small business—from storefront signage to shelf talkers—the benefits of retail signage span nearly every part of a retail business: pulling in foot traffic, promoting sales, guiding shoppers and increasing customer satisfaction. Signage plays a key role in how customers experience your retail space. It shapes brand perception and drives consumer behavior.
Retractable banner with a QR code store signage example
Well-planned signage in retail stores can:
- Increase foot traffic: Effective outdoor signage grabs attention and pulls in passersby. In fact, 76% of consumers have entered a retail space because the signage caught their eye.
- Build credibility and brand recognition: Nearly 79% of consumers believe that a store’s signage reflects the quality of the business and its products. Consistent branding across all retail signs, whether on the storefront or interior, helps make a lasting impression.
- Influence decision-making: Whether it’s promoting a seasonal offer or a bestselling product, over 75% of consumers say signage has led them to make a purchase.
- Drive impulse purchases: Retail store signage ideas like window posters and checkout counter promotions can lead to a significant boost in sales. Research shows 62% of shoppers make spontaneous purchases, with 16% of these impulse buys a result of eye-catching displays.
- Enhance customer experience: The easier it is to move through a retail space, the longer customers stay. Retail store interior signage helps customers navigate the space and find the products they’re looking for.
- Offer cost-effective marketing: Unlike paid ads, signage works around the clock without recurring costs. Considering 77% of consumers have struggled to find a business due to poor signage, a clear, visible sign can mean the difference between gaining or losing a customer.
Types of signage in retail stores
We’ve already touched on the fact that there are many types of retail signage, each with a job to do, from drawing potential customers in to helping them navigate a store. Knowing which type of sign to use (and where) is key to getting the most out of your retail space.
Outdoor retail store signage examples
Outdoor signage is the first thing potential customers see. Especially for passersby unfamiliar with your business, outdoor advertising is how they decide if your store is worth stepping into. An exterior sign will help them judge whether you’re legit, interesting and worth their time.
Storefront signs
The main sign above your store entrance tells people who you are before they even step inside. A key part of your retail store exterior design, your storefront sign should reflect your brand and give context about what you offer.
A food shop storefront signage example
The best storefront signs are easy to read and consistent with the look and feel of the business branding. Use storefront signs to display your logo, business name and tagline in a clear layout with high-contrast text. You can also include simple information that adds context, like “Est. 2021,” “Family-owned,” or “Open daily 10–8.”
Read these storefront sign ideas to attract more customers to your retail store.
Window decals and clings
Window decals are vinyl graphics applied to storefront glass, enhancing retail store exterior design. Use branded window clings to display opening times or other useful business information.
Branded window decal
Store signage ideas for window decals:
- Feature your tagline or brand mission
- Display practical business information like store hours, contact details or social media handles
- Highlight what your business does e.g. “Custom gifts printed here” or “Hand-roasted coffee”
A-frame signs
Also known as sidewalk signs or sandwich boards, A-frame signs live outside a store’s entrance and change with the promotions. A-frames attract the attention of passersby and create space for signage on busy streets.
Practical A-frame sign ideas for your retail store:
- Highlight daily specials, like a 2-for-1 offer until noon
- Promote limited-time sales, for example, “Flash sale today only!”
- Share fun messages that fit your brand voice, such as “Come in, we’re friendly”
- Help customers find their way inside your store with “Entrance around the corner”
Promotional A-frame sign in front of a donut store
Awning signs
Awnings are fabric or vinyl coverings that extend over a store’s entrance or windows, offering shade while enhancing the exterior design of a retail store. Especially effective in areas with lots of foot traffic, awnings add character to storefronts and create space for signage without taking up window space.
Branded awning sign
Retail stores use awnings to:
- Print their business name, phone number or website to be seen from a distance
- Reinforce brand colors or textures with striped, solid or patterned fabric
- Add a polished, boutique-style look to shops
Lightbox signs
If your retail store stays open after dark, a lightbox sign is a smart addition to your outdoor signage setup. These backlit displays keep your business visible when natural light fades and help your storefront stand out on busy streets, keeping your name clear and readable from a distance, any time of day.
Flags
Flags come in all shapes and sizes, and whether they’re fluttering in the wind or standing bold and still, this type of storefront signage is built to grab attention fast.
Branded flag with retail company logo
Store signage ideas for flags:
- Place near the curb to increase visibility from the road
- Add visual movement to storefronts to add a dynamic element
- Announce “Now Open” or “Grand Opening”
- Call out seasonal sales or clearance events
Vinyl banners
Vinyl banners are large, durable signs perfect for temporary promotions or announcements. Weather-resistant, easy to hang and hard to miss, banners are a go-to store signage idea for high-impact messaging.
Branded vinyl banner
Vinyl banners are used to:
- Promote seasonal sales or weekend events
- Announce a grand opening or store relocation
- Highlight limited-time offers or product launches
- Add bold branding to fences, railings or retail building exteriors
Learn how to make a banner for your business in our guide.
Interior retail store signage examples
If your outdoor signage is effective, you’ve hopefully gotten people through the door. But print marketing doesn’t end at the threshold of a retail space. Interior retail store signage can guide, inform, persuade and even upsell. Interior signs shape how customers move through your space, what they notice and ultimately, what they buy. Here are some popular interior store signage ideas to inspire you.
Directional signage
Directional or wayfinding signs help customers move confidently through a retail space. They reduce friction, improve flow and save staff time answering “Where’s the fitting room?” questions.
Try out different wayfinding signage options to improve the overall shopping experience:
- Overhead signs dividing departments, like “Women’s Apparel” or “Gifts & Stationery”
- Arrows guiding customers to checkout, restrooms or pickup counters
- Floor decals leading to special sections, like “New In” or “Clearance”
Point-of-sale (POS) signage
Plenty of purchases happen in the final few steps to the cash register, which is why your checkout offers some of the most valuable space for signage.
Actionable point-of-sale store signage ideas include:
- Highlighting quick-grab items like lip balm, keychains or gift cards
- Featuring easy upsells, for example, “Add a notebook for $12”
- Reminding customers about loyalty perks, like “Join our rewards program, get 10% off”
Informational signs
Informational signs well…inform. But done right, they can also persuade. This type of retail store interior signage helps explain what makes a product special, where it comes from or why it’s worth the price.
Popular informational store signage ideas include:
- Explaining ingredients or sourcing, e.g. “100% organic cotton, made in Tamil Nadu”
- Communicating product benefits, e.g. “Hypoallergenic, safe for sensitive skin”
- Offering care tips, e.g. “Hand wash only for longer wear”
- Telling a product story, e.g. “Hand-poured in small batches in Mumbai”
- Display prices using a printed card, strut or tent sign, making promotions clear
Informational store signage example
Promotional retail store signage examples
Whether displayed in your window, by the door or next to a product, promotional signage is used to highlight deals, create urgency and encourage quick decisions. It shows what’s new, what’s on offer and why a product is worth grabbing now.
Standing banner promoting a retail sale
Some of the most effective formats for promotional signage include:
- Foam board sale posters: Rigid printed signs often used near entrances or at the cash register to highlight discounts or limited-time offers, like “30% off everything”.
- Window decals: Vinyl graphics applied to storefront glass to promote seasonal campaigns or flash sales, great for messages like “Winter clearance ends Sunday”.
- Standing banners: Vertical banners placed next to product displays or at aisle ends to feature deals, such as “Buy 1 get 1 free on all skincare”.
- Event signage: Temporary signs used during in-store promotions or events, like “Free tasting today 3-5pm” or “Launch weekend specials,” so customers know what’s happening and when.
- Shelf talkers or tent cards: Small printed signs that stick out from or sit on shelves, used to mark items on discount or bundle offers right at the product, for example, “Now $199, Save $50”.
Digital and LED signs
In 2023, the retail industry accounted for about 25% of all digital signage installations, and 94% of retail businesses had already started using digital signs in some form. Digital signage allows retail businesses to update content easily, advertise different promotions and add motion to storefronts. With digital displays capturing 400% more views than static signs, they have helped brands see up to a 33% increase in repeat customers.
Use digital screens for window displays, in-store product videos, menu boards or quick updates about sales and events, keeping your messaging fresh.
How to design retail signage
With so many types of retail store signage out there, there’s no single way to design the perfect sign. What works for a foam board promotional poster isn’t the same as what you’d put on a shelf wobbler or a storefront banner. That said, some design rules are universal, no matter what the sign is promoting.
Promotional retail store banner
Take a look at our guide on how to design a sign for more tips and examples.
Layout and hierarchy
Layout and hierarchy determine how information is organized on a sign and what customers notice first. Because people often scan retail signs, a strong hierarchy makes sure the key message stands out at a glance.
Metal A-frame sign layout and hierarchy
Highlight the most important takeaway first, then guide the eye through the details.
Follow these signage design tips for layout and hierarchy:
- Lead with your headline: Your main message, like “Sale 50% off” or “Grand opening,” should be the largest and boldest element on the sign.
- Follow with supporting details: Use smaller, lighter text for secondary information like dates or prices.
- Use spacing wisely: Prioritize clarity with enough white space to keep the design uncluttered.
Typography and font choice
With retail store signage, the goal is to make sure people can read and understand your message quickly using clear layouts and easy-to-read fonts.
Here’s how to pick the best fonts for signs:
- Prioritize readability: Stick to clean, simple, sans-serif fonts like Helvetica, Arial or Montserrat that are easy to read at a glance. Save decorative fonts for small accents, never for your main message.
- Keep font styles to a minimum: One font for headlines and another for supporting details is usually enough. Too many styles clutter the sign and confuse the reader.
- Think about size and distance: Letters should be about one inch tall for every 10 feet of viewing distance. Outdoor signs need a bigger, bolder type, while smaller indoor signs can get away with finer details.
- Make sure signage fonts fit your brand: If your branding is bold and modern, choose fonts that reflect that. If it’s classic or vintage, a more traditional typeface might fit better.
Aluminum A-frame sign using brand fonts
Color and contrast
In retail store signage, strong color choices and contrast help grab attention, guide the eye and make sure your message is readable from a distance.
Keep in mind the following signage design rules:
- Focus on contrast: Dark text on a light background or light text on a dark background helps guarantee readability. Low-contrast combinations are harder to read, especially from across the store.
- Use brand colors: Use your brand color palette when designing signage. If a brand color doesn’t offer enough contrast, adjust it slightly for better visibility.
- Use one main color: Too many colors or flashy patterns can distract from a sign’s message.
Color contrast window decal with opening hours
Consistency with branding
To build brand awareness, your signage design choices—layout, fonts, colors—should be consistent with your brand identity. There’s some flexibility, of course, like adjusting colors for better contrast, but the overall look should stay true to your brand style. When in doubt, consult your brand guidelines.
Accessibility and inclusivity
Signage that’s easy for everyone to read widens your customer base and shows you’re serious about being a socially responsible, inclusive brand. To create inclusive signage that is accessible for most shoppers, use large, legible fonts, prioritize high-contrast colors for visibility and avoid sensory overload (especially for visual merchandising).
If you serve a diverse community, consider multilingual signage. Offering key information in more than one language can make your store feel welcoming to more people, extending your customer base.
Materials for signage in retail stores
Even the best-designed retail signs need to be printed on the right material to be effective. For example, lightweight cardstock for outdoor signage will likely curl, fade or fall apart.
Some of the most common materials for retail signage include:
- Vinyl: Durable, weather-resistant and flexible, vinyl is an ideal material for banners, window graphics and outdoor signs.
- Foam board: Lightweight and rigid, great for indoor sale posters or point-of-purchase displays.
- Acrylic: Sleek and professional, often used for permanent indoor signs or upscale branding displays.
- Coroplast (corrugated plastic): Sturdy and affordable, perfect for temporary outdoor signs like event promotions.
- PVC board: Durable and smooth, makes good signage for indoor and sheltered outdoor signs.
When choosing signage materials, ask yourself whether the sign will be displayed indoors or outdoors and how long it needs to last. Is it being used to promote a weekend sale or permanent store signage?
Signage tips and best practices
Once you’ve nailed the design and chosen the materials, it’s time to think about how you display and manage your retail signage.
Compliance tips
When setting up signs, always check local regulations first. Many cities have specific rules regarding sign size, height, lighting and placement, especially for retail store outdoor signage. And don’t forget about permits; permanent exterior signs often need official approval. Finally, check if ADA compliance standards apply.
Signage placement tips
Here are some tried-and-tested signage placement tips:
- Place signs at eye level: Wall-mounted signs and posters are easiest to spot when placed around average eye level (roughly 57 to 63 inches from the floor).
- Position directional signs at key decision points: Place wayfinding signs at entrances, doorways, intersections and checkout counters to guide shoppers in the direction you want them to go.
- Avoid overcrowding: Give each sign enough breathing room so messages don’t compete with each other or blend into background noise.
- Use floor decals and ceiling signs: These guide foot traffic without cluttering walls, perfect for promotions or checkout directions.
Floor decal with retail brand logo
Ready to drive more conversions with retail signs?
Signage in retail stores is a powerful sales and branding tool, grabbing attention, increasing foot traffic and guiding customers toward purchases, all while reinforcing your brand.
To create an engaging shopping environment, think strategically about your signage and align it with your brand identity. Don’t be afraid to experiment—test different layouts, colors and placements to see what works best for your retail space.
Signage in retail stores FAQs
What is signage in retail stores and why is it important?
Retail signs are any in-store visual communication used to inform, guide or promote. Signage in retail stores is important because it drives foot traffic, improves the customer experience and reinforces your brand, directly impacting sales and customer satisfaction.
What types of signage are most effective in a retail setting?
Effective signage ideas for retail locations include clear, eye-catching outdoor signage, like banners and window decals, to draw people in, and interior signage, such as shelf talkers and point-of-sale displays, to guide customers’ buying decisions.
How can I design signage that actually gets noticed?
To make sure your store signage ideas stand out, focus on bold typography, high contrast colors and simple messaging. Keep retail signage aligned with your brand identity and place it where customers are most likely to engage, like at key decision points, for example, entrances and checkout.
Are there any legal or accessibility requirements for retail signage?
Yes! Ensure your retail store exterior design ideas follow local regulations for size, height and lighting, and comply with accessibility laws, such as ADA guidelines for readable text and placement.
What materials are best for long-lasting retail store signage?
For long-lasting signage, vinyl is durable and weather-resistant, acrylic is sleek and professional, and Coroplast is cost-effective. Always match your material choice to where the sign will be displayed and how long you want it to last.
