Everything You Need to Know Before Buying Your Next Sign

Buying signage shouldn’t be a gamble.

Your sign is often the first impression someone has of your business. In fact, studies show that nearly 76% of consumers have entered a store they’ve never visited before simply because of its signage, and over 60% say poor signage deters them from entering at all.

That’s why signage requires more than just a quick online purchase. When it comes to signage, strategy matters just as much as the sign itself.

In this guide, we’ll walk you through everything you need to consider before you make an investment into signage.

1. Who You Buy From Matters More Than You Think

Online signage suppliers make it easy to “add to cart.” But here’s what they don’t offer:

• Strategic advice
• Design expertise tailored to your business
• Local knowledge
• Material recommendations
• Installation planning
• Compliance support

You’re left choosing size, material and finish based on guesswork. The problem? Most business owners aren’t signage experts,  and they shouldn’t have to be. 

A signage partner should ask:

• What’s your goal?
• Who are you trying to reach?
• Where will this be installed?
• How long do you need it to last?
• What’s your budget range?

At Signarama, we combine the strength of a national network with the care and expertise of local business owners. You get the backing of global systems, proven processes and decades of experience, delivered by people who understand your local market, foot traffic patterns, council requirements and competition.

2. Define Your Goal Before You Design

Not all signs are created for the same reason. Before choosing materials or colours, ask is this sign meant to:

• Attract new customers?
• Direct foot traffic?
• Build brand recognition?
• Communicate information?
• Promote a limited-time offer?
• Improve visibility from the road?

For example:

• A roadside pylon sign needs bold contrast and legibility from distance.
• An internal directional sign needs clarity and flow.
• A retail window decal might prioritise impact and urgency.

Research from the Sign Research Foundation shows effective signage can increase revenue by improving brand visibility and wayfinding. 

When your goal is clear, the design becomes purposeful, not just decorative.

3. Location & Placement: The Strategy Most People Miss

You can have the most beautiful sign in the world, but if it’s in the wrong place, it won’t work.

Consider:

• Viewing distance
• Traffic speed
• Sightlines
• Obstructions
• Lighting conditions (day vs night)
• Competing signage nearby

Strategic placement ensures maximum visibility and impact. A professional signage partner evaluates your physical space and recommends solutions you may not have considered.

4. Budget: Think Investment, Not Expense

One of the biggest mistakes businesses make is underestimating signage ROI. Your sign works for you 24/7. It never stops promoting your brand.
When budgeting, consider:

• Longevity (temporary vs long-term)
• Illumination needs
• Installation requirements
• Maintenance, so it’s always looking its best
• Compliance costs

Cheaper signage often means:

• Lower-grade materials
• Shorter lifespan
• Fading or peeling
• Reprinting and reinstalling sooner

Spending slightly more upfront on quality materials and professional installation can significantly reduce long-term costs. A signage expert can help you prioritise where to invest for maximum return.

5. Design & Brand Consistency

Your signage should ensure your business is instantly recognisable. Consistency builds trust. In fact, consistent brand presentation across platforms can increase revenue by up to 20% according to industry branding studies.

Ask:

• Are your colours consistent with your brand guidelines?
• Is your typography readable at scale?
• Is the message simple and clear?
• Does it match your website, uniforms and marketing materials?

A sign isn’t just a logo on a panel. It’s a physical extension of your brand identity. Professional designers understand contrast, hierarchy, spacing and legibility,  especially in large formats where small design mistakes become big ones.

6. Materials, Durability & Compliance

Different environments demand different materials. 
Outdoor signage must withstand:

• UV exposure
• Wind load
• Rain and humidity
• Temperature changes

Indoor signage may prioritise:

• Finish and texture
• Aesthetic integration
• Lightweight installation

There are also compliance considerations:

• Council regulations
• Size restrictions
• Illumination rules
• Safety signage standards

Choosing the wrong material can mean premature fading, warping or non-compliance. An experienced signage provider ensures your sign not only looks great, but lasts and meets local requirements.

Don’t Just Buy a Sign, Build a Strategy

Signage isn’t just something you buy online. It’s one of the most powerful marketing tools your business has.

When you partner with Signarama, you get:

• National expertise
• Local knowledge
• Strategic advice
• Custom design
• Professional installation
• Ongoing support

So before you click “buy now,” ask yourself:
Do you just want a sign?
Or do you want a strategy that works for your business?

Reach out to your local Signarama store today for a free quote!