If you’re considering promotional or informational signage for your small business, but you’re unsure what types of signs are best, this article will guide you through marketing signage and point you in the right direction. Signs can significantly increase foot traffic or brand recognition, but with many different types of signs available, from banners and A-frames to window decals, navigating the world of printed signage can seem overwhelming. Once you’ve found the right signs for your specific needs, remember to tailor your signage to your business to promote and represent your brand effectively.
- From window decals to hanging banners, different types of signage serve specific purposes. Choose signage that suits your goals and audience to align with how and where you do business.
- Combine various types of signs for a stronger impact. Using a mix of posters, banners, A-frames and decals can help businesses reach more customers.
- Keep signage design clean, bold and easy to read. Simple layouts, strong contrast and readable fonts help a sign’s essential information stand out, especially from a distance.
- Businesses can use signs to market a brand, promote its offerings and guide customers. Directional signs and floor decals aren’t just practical, they improve customer experience.
- Avoid using fonts that are hard to read, like overly decorative fonts. Choose font styles that are clear and consistent with your brand personality.
Why does your business need signage?
Signage offers small businesses a cost-effective marketing opportunity. Just as your website works for you 24 hours a day, seven days a week, your marketing signage works just as hard for you—and often in a cheaper, lower-maintenance way.
Learn more about how to market your brand offline with this guide to outdoor advertising.
Here are some benefits of business signage:
- Increase visibility
- Stand out from the competition
- Promote a sale or event
- Build brand awareness
- Increase foot traffic and sales
Different types of signage
Types of signs you should know
Already know which type of sign you need? Jump through these business sign examples to discover tips and best practices for creating signage that stand out.
1. Banners
Banners demand attention with their size, making them effective exterior signs for businesses to boldly communicate branding.
Vinyl banner with branding
Whether announcing a sale, marketing an event or simply drawing attention to your business’s opening hours, well-designed banners offer a visually striking way to deliver a message to your intended audience.
Discover how to make a banner that attracts customers to your storefront or trade show booth.
Custom banner at an event
2. Hanging banners
Hanging banners are suspended from ceilings, storefront overhangs or fixtures, making them ideal for catching attention at eye level or above. They can be used to signpost areas and sections, advertise promotions or help navigate customers around a retail space. Hanging banners are great for events where floor and wall space is limited.
Use contrasting colours and large fonts so your sign is legible from a distance, especially in busy environments.
Hanging banner at a trade show
Hanging banner advertising a grand opening
3. Standing banners
Standing banners, also known as retractable or roll-up banners, make great promotional displays at events, conferences or in-store. Portable and professional-looking, standing banners are often used for highlighting services, promoting events and showcasing products, where more information is needed.
A standing banner for PonPoke
A standing banner promoting a holiday sale
Print a QR code on your standing banner to direct customers to your website.
4. Flags
Flags are an eye-catching option for outdoor signage marketing. Whether you’re advertising a sale or marking your storefront, the height and movement of flag signage makes it great for grabbing attention from a distance. Flags are also portable and can be packed away easily.
Flag sign for Mush
Flag sign for Dew
5. A-frame signs
A-frame signs (or sandwich boards) are a classic type of street sign that offers a versatile and effective way to promote a business or draw attention to its products or services. Combining visibility with engagement, A-frame signs are a storefront idea that can attract customers and drive foot traffic, which is especially useful if your retail space is slightly hidden away.
Afro Vegan cuisine A-frame sign
A-frame sign with menu for a taco business
Poke shop A-frame sign promoting a special
6. Window decals
If your business storefront has a window, window decals and window clings offer an easy and effective way to keep customers informed about opening hours, special offers and sales promotions. Window decals are also affordable to print, making them the perfect option to refresh indoor signage and promote the latest deals.
Window decal sign showing business hours
Perforated window decals are a great way to promote a brand
7. Floor decals
Floor decals offer a clever alternative for using space when wall and window space is limited, grabbing customers’ attention and directing customers in-store.
Branded floor decal
Floor decal customer direction
Floor decal with instructions for customers
8. Posters
Similar to window decals, posters are budget-friendly and versatile business sign examples suitable for walls and windows, great for introducing a visual element to in-store marketing. Posters are a cost-effective marketing option for advertising sales promotions or new products.
Posters are one of the best types of signs for marketing a business
Printed poster for a ceramics business
9. Vehicle decals
Car signage, like car decals and stickers, offer dynamic and budget-friendly signage marketing for small businesses, particularly if your services involve driving vehicles, like delivering or transporting goods. Transforming vehicles into mobile billboards allows businesses to reach potential customers while on the move.
Vehicle decal sign for van
Car decal with a business logo
10. Yard signs
Yard signs are a versatile and cost-effective choice of exterior signage for brands, especially those focusing on local marketing. Lightweight and easy to install, yard signs work well for real estate, service businesses, local events or promotional signage where high visibility is key.
Yard signs advertising a local event
Yard signs in various shapes and sizes
11. Wall clings
Wall decals and clings are classic and versatile signage solutions, perfect for interior signage. They can be acrylic signs or printed on metal, foam board or wood, and mounted flat against a wall or slightly raised for a 3D effect. Wall signs can be used for essential information, directional or promotional signage.
Wall cling advertising an introductory offer
Wall sign listing a coffee shop’s offerings
12. Directional signs
Also known as wayfinding signage, directional signs help customers move confidently through a space. They’re especially useful in large venues like shopping centers or event halls to indicate emergency exits, stairs or flow. For example, events might use directional signage to guide attendees between check-in, stages and breakout areas. These practical signs can also support branding and improve customer experience.
Wayfinding signs help people find their way around a space
Exit signs can be hanging or mounted on a wall
Best practices and tips on signage design
Now that you know about the various types of signs for business, how do you know which is best for your specific needs? It’s always a good idea to use different types of signage to cover different situations and appeal to different audiences. Here are some simple best practices and signage design tips to get a great return on investment.
Keep your brand identity in mind
Whichever signage option you decide on, as you design your sign, remain faithful to your brand identity, ensuring consistency and reinforcing your brand’s message and values.
Consider the surrounding space
While going for a large sign to promote your small business may be tempting, it’s essential to consider where the sign will be displayed. Ensure the sign fits its surrounding context in a balanced and harmonious way.
Stand out from competitors with great design
Resist the urge to overload your sign with information and prioritize brilliant design instead. A well-crafted sign not only grabs attention but delivers its message in a visually captivating way that’s guaranteed to stick in customers’ minds.
Want to know more about how to design a sign? Our ultimate guide to signage design has you covered.
Grab attention with bright colors
Consider text hierarchy
Great design starts with the foundational principles of graphic design, one of which is text hierarchy. Identify the most important information and make this text the largest or boldest so that it’s unmissable.
Include a CTA
What would you like customers to do once they’ve seen your sign? Visit your website? Drop by your store? Or attend an event? Marketing 101 tells us to include a call to action (CTA) in marketing efforts so that customers know what their next step should be.
Be bold and clear
A sign has seconds to capture interest, so its message needs to cut through the noise and distractions with clarity. Keep the message concise, avoiding unnecessary details that might dilute its impact or confuse passersby.
Interior signage design with clear, bold text
Consider a QR code
Incorporating a QR code on a sign is an excellent opportunity to offer customers a quick and convenient way to access more information digitally. QR codes work better on certain types of signs, like posters and window decals, but are less effective on flags or banners.
Fonts to avoid in signage
When it comes to marketing signage, the best fonts for signs make your message clear and impactful, leaving a strong impression, while the wrong ones can make your sign hard to read.
Whether printed on a banner, poster or vehicle decal, steer clear of:
- Hard-to-read scripts, including fonts that are overly cursive or decorative. These can look elegant up close but quickly become unreadable from a distance.
- Overused or novelty fonts like Comic Sans or Papyrus can distract from your message. They may feel playful, but they don’t always communicate trust or quality, two things every business needs.
- Extra-thin and lightweight fonts can disappear on some backgrounds or when viewed in bright light. Stick to bold or medium-weight fonts for better readability.
- Too many font styles (more than two fonts) on one sign can look cluttered. Generally, consistency and simplicity are key to keeping signage legible and on-brand.
Gym business signage at a trade show using bold fonts
Create a stunning sign for your small business
Investing in signage is important for any small business marketing strategy. With numerous options available, using different types of sign and implementing signage marketing best practices helps attract foot traffic and boost brand recognition. Each sign type plays a role in effective promotion, catering to various business needs and communicating brand identities, from attention-grabbing hanging banners to informative window signs and practical wayfinding signage.
Marketing signage FAQs
What are the most effective types of signs for small business marketing?
Popular choice of signage include banners, A-frames, window decals and vehicle stickers, which all help boost visibility and increase foot traffic. The best types of signage for your business will depend on the sign’s intended location, audience and message.
How do I choose the right type of sign for my business?
Think about where your sign will go, what you want it to achieve and how much space you have. Consider combining different types of signs to maximize impact and reach more customers.
Are digital signs worth the investment for small businesses?
Digital signage can be a smart investment if you want to update messages frequently or stand out in a busy area. Digital displays are particularly useful for restaurants, salons and retail stores with regular promotions and changing information.
What materials are best for outdoor business signs?
For outdoor signs, durable materials like aluminium, weatherproof vinyl, acrylic or corrugated plastic are great options. These can handle sun, rain and wind, keeping your branding looking sharp through the elements.
How can I measure the effectiveness of my signage?
Track metrics like foot traffic, sales before and after installation, customer feedback and promo code usage. You can also test different sign types or placements to see which generates the best results for your business.
