How many customers walk past your store every day without even noticing you? If you’re relying on just a shopfront to get attention, you’re missing a huge opportunity. A pavement board isn’t just a sign, it’s a powerful tool that grabs attention, sparks curiosity, and brings customers inside. The right message, design, and placement can be the difference between someone walking by or stepping in to make a purchase.

Why Customers Ignore Most Signs (And How to Fix It)

People get bombarded with advertising every second, social media, emails, billboards, and window displays all compete for attention. The brain naturally filters out most of it. So how do you make sure your pavement board stands out?

  • Interrupt the routine: People walk the same paths every day. A well-placed, engaging pavement board makes them stop and look.
  • Create curiosity: A question, a bold claim, or a teaser gets people wondering and draws them closer.
  • Trigger urgency: Limited-time offers or exclusive deals create a fear of missing out (FOMO), pushing people to act now.
  • Make it easy: A simple, clear message removes hesitation and makes stepping inside feel like the natural next step.
  • Engage the senses: Adding visual appeal with bold graphics or textured elements makes a pavement board more effective.

Why Some Pavement Boards Work (And Others Get Ignored)

Not all pavement signs work. If yours isn’t bringing in foot traffic, it’s time to fix it. Here’s what makes an effective pavement board:

1. Use Colours That Influence Action

Colours trigger emotions and decisions. Use them wisely:

  • Red & Orange: Exciting, energetic, and attention-grabbing. Perfect for time-sensitive offers.
  • Blue & Green: Trustworthy and calming. Ideal for financial or wellness-related businesses.
  • Yellow: Happy and eye-catching. Best used sparingly to avoid overwhelming viewers.
  • Black & White: High contrast for professional, minimalist, or luxury brands.

Contrast is key, bold text against a high-contrast background makes your sign readable from a distance.

2. Keep It Readable at a Glance

People decide in seconds if your sign is worth their attention. If they can’t read it fast, they won’t bother.

  • Use big, bold fonts that are easy to read from across the street.
  • Stick to three lines or fewer to avoid information overload.
  • Avoid fancy, hard-to-read fonts that slow people down.
  • Ensure spacing between words to enhance clarity and readability.

3. Structure Your Message for Impact

The way you arrange your sign matters. Follow this structure:

  • Headline (Biggest text): Grabs attention (“50% Off Today!”)
  • Supporting Message: Gives more details (“All footwear included”)
  • Call to Action: Tells people what to do next (“Step inside to shop now!”)
  • Directional Cues: Use arrows or symbols to guide customers inside.

4. Use Emotion to Drive Action

People act on feelings first, logic second. Your pavement board should tap into emotions like:

  • Excitement: “New season arrivals just landed!”
  • Exclusivity: “Members-only deal inside”
  • Urgency: “Only 5 left—don’t miss out!”
  • Nostalgia: “Classic recipes back for a limited time!”

Where to Put Your Pavement Board for Maximum Impact

A great sign in the wrong spot is useless. Position your pavement board where it will get noticed:

  • Right at your store entrance: Catch foot traffic before they walk past.
  • On busy pedestrian paths: Reach people before they decide where to shop.
  • At key decision points: Near public transport stops or car parks where shoppers pause and plan their next move.
  • Near competitors: Get attention before customers step into a competitor’s store.
  • In event spaces or trade shows: Pavement boards work beyond the storefront.

Turn Attention Into Sales: How to Get More Customers Inside

Attracting attention is just step one. To convert passersby into paying customers, follow these strategies:

1. Keep It Short and Clear

No one stops to read a paragraph on a pavement board. Your message should be:

  • Short: No more than a few words.
  • Clear: Avoid jargon or overly creative phrasing.
  • Actionable: Tell people what to do next (e.g., “Come inside for today’s offer”).
  • Location-Specific: “Welcome to [City]’s Best Coffee Spot!”

2. Use Specific Offers

A vague message won’t drive action. Instead of saying “Big Sale,” say “Buy One, Get One Free—Today Only.”

3. Show Social Proof

People trust businesses that others recommend. A short review, rating, or quote adds credibility.

  • “Rated 5 stars by 1,000 happy customers!”
  • “As seen in [Publication Name]—shop our bestsellers today.”
  • “100,000+ served—be next!”

4. Add an Interactive Element

A static message is good. An interactive one is better.

  • QR codes that link to exclusive discounts or loyalty programs.
  • Chalkboard signs with changing messages to encourage repeat visits.
  • A “Guess the product” challenge with in-store rewards.
  • Augmented Reality (AR) integration for an immersive experience.

The Signwaves Solution: Get the Right Pavement Board for Your Business

Not all pavement signs are made equal. A flimsy, hard-to-read, or poorly placed sign won’t enhance your business or project your message in a positive light. If you want a pavement board that truly works, you need one that is:

  • Durable: Built to withstand weather and everyday use.
  • Ease of use: No tools assembly and easy artwork replacement.
  • Designed for maximum visibility: Clear, bold, and engaging.
  • Customisable: Tailored to match your brand and messaging.
  • Stable and Portable: Engineered to perform consistently.
  • Innovative: Offering both traditional and digital display options.

At Signwaves, we create high-quality, durable pavement boards designed to grab attention and drive sales. Whether you need a classic A-frame, a swing sign, or a custom-printed pavement board, we’ve got you covered.

Your Customers Are Walking By—Make Sure They Stop

A pavement board performs like a silent salesperson by working non-stop to capture attention and lure customers into your business. When designed and positioned correctly, it attracts attention, triggers curiosity, and gets customers through the door. If yours isn’t doing that, it’s time for an upgrade.

Let’s create signage that gets results. Contact Signwaves today and discover pavement board solutions that stand out.