What Makes a Truly Great Advertising Sign?

Advertising signs are a way for businesses to stand out and capture attention. A well-designed sign can be amazing for your advertising, but what exactly makes an advertising sign great? From the design and materials to placement and message, several elements contribute to creating effective advertising signs that not only grab attention but also convey the right message.

What an Advertising Sign Does for Your Business

Quite simply, any form of signage promotes your business or aspects of it. This is done by:

Capturing attention in a crowded environment
Communicating a clear and concise message
Increasing brand visibility
Influencing consumer decisions

Regardless of whether it’s a large billboard or a small storefront sign, the goal is to leave a lasting impression that drives consumer action. A truly great advertising sign does all of this while reinforcing the brand's identity and aligning with the company’s marketing objectives.

How to Design Your Advertising Signs

A key element of any successful advertising sign is its ability to stand out. In a busy street or retail setting, people are bombarded with visual information, so your sign needs to make an immediate impact. This starts with a compelling design.

Bold Colours: The use of bold, contrasting colours can make advertising signs instantly more noticeable. However, the colours should align with your brand’s identity.
Legible Fonts: The choice of typography is so important. The text on advertising signs needs to be clear and easy to read from a distance. Avoid overly decorative fonts that can be hard to decipher quickly. A great sign balances creativity with clarity.
High-Quality Graphics: Visual elements such as logos or images should be high-resolution and professionally designed. Pixelated or low-quality images can make a sign look unprofessional and reduce its effectiveness.

Less is More

One of the biggest mistakes businesses make with advertising signs is overloading them with information. A great sign focuses on a single, clear message. Potential customers only have a few seconds to glance at your sign, so the message needs to be simple and easy to grasp.

Instead of cramming too much text, a good rule of thumb is to use minimal wording. For example, if you’re promoting a sale, the key information should be front and centre: “50% Off This Weekend” is more effective than several lines of promotional text.

Materials Matter

So you’ve designed a great sign, but now we need to think about materials. Your signage will need to last through all types of weather conditions, and so it will need to be made from high-quality materials. It’s also worth considering the environmental impact of these signs. This is something that’s becoming more important every year.

Weather-Resistant Materials: For outdoor advertising signs, materials like aluminium or PVC are commonly used because they can withstand rain, wind, and sunlight without fading or degrading. A durable sign maintains its visual appeal over time, ensuring your investment continues to work for you long after installation.
Eco-Friendly Options: As businesses shift towards more sustainable practices, eco-friendly signage materials are becoming more popular. Using recyclable or biodegradable materials not only reduces environmental impact but also enhances your brand’s image as a socially responsible company.

How to Display Your Advertising Signage

No matter how well-designed your advertising signs are, they won’t be effective if they’re not placed in the right location. The placement of a sign determines its visibility, impact, and overall success.

High-Traffic Areas: Signs should be placed where they will get the most visibility. High-traffic areas such as busy streets, shopping centres, or near entrances to businesses are ideal for ensuring that the sign gets noticed.
Consider Viewing Distance: If your sign is meant to be read from a distance, the text should be large and bold enough to remain legible. For instance, billboards need much larger text than window signs to ensure readability from passing cars or pedestrians.
Bright, Bold Designs: Signs should use vibrant colors, bold designs, and clear fonts with impactful imagery to stand out. Keep the design simple to capture attention quickly.

Communicate Effectively

The content on your advertising sign is just as important as its design. The message needs to be clear, concise, and compelling. What do you want the viewer to do after seeing your sign? Whether it’s visiting your store, making a purchase, or simply learning about your brand, the call to action should be obvious.

Keep it Short and Sweet: A simple, direct message is far more effective than one filled with unnecessary details. For example, if you're advertising a new product, the focus should be on the product name and a brief value proposition such as “Now Available” or “Exclusive Offer.”
Include a Call to Action (CTA): Great advertising signs don’t just display information; they encourage the viewer to take action. Common CTAs include phrases like “Visit Us Today,” or “Call Now,”

Reinforce Your Identity

As mentioned earlier, your advertising signs need to preserve your brand identity. Every element of the sign—from colours and fonts to messaging—should be in line with your overall branding package. A sign that doesn’t match your brand identity can confuse potential customers and weaken brand recognition.

Logo Placement: Displaying your company logo clearly is a great way to increase brand visibility and recognition. The logo should be clear and not overshadowed by other design elements. Whilst logo placements are a great idea for most signage, some marketing strategies may be more powerful without your logo. Consider the objective and CTA of your advertising signs to make a decision on this.
Consistency Across Platforms: Your signage should reflect the same design and messaging found across your other marketing channels. This consistency helps reinforce your brand image and creates a cohesive customer experience.

Tailor Signs to Your Audience

One of the benefits of working with a professional UK signage manufacturer is the ability to customise your signs. This allows you to tailor your advertising signs to fit your specific audience and environment.

Targeted Messaging: If you’re advertising a specific event or promotion, custom signs allow you to create targeted messaging that speaks directly to the audience. For example, a sign promoting a summer sale can have bright, seasonal colours and relevant visuals to engage customers effectively.
Adaptability: Custom signs can also be designed for specific locations or events, ensuring they meet the unique requirements of each space. This adaptability makes your advertising efforts more flexible and impactful.

Compliance with Regulations

Finally, it’s important to remember that there are regulations governing the use of advertising signs, particularly for outdoor signs. Depending on where you are located, there may be rules around the size, height, and placement of your signage. Make sure your signs comply with local regulations.

The Formula for a Great Advertising Sign

A truly great advertising sign is a combination of strategic design, clear messaging, high-quality materials, and smart placement. It grabs attention, communicates a message quickly, and reinforces your brand identity in a memorable way. By considering these key elements, businesses can create advertising signs that stand out in a crowded marketplace and drive customer action.