As a signage and branding specialist, I see daily how crucial good retail signage is for any business looking to connect with its customers and thrive. In today’s bustling market, it’s easy to get caught up in digital trends, but the truth is, those physical signs we create are working tirelessly, 24/7, to attract, inform, and persuade. They are, in essence, our clients’ most consistent and effective silent salesperson—and we, as signmakers, help bring that to life.

Here’s why great retail signage isn’t just an option—it’s a necessity for any client’s business success, and why we play a bigger role than we sometimes realize:

First impression

Think about it: the exterior sign we install is almost always a potential customer’s first touchpoint with a business. It’s not just about telling people where a place is—it’s about helping our clients make a statement. A bright, well-maintained sign immediately tells people they’re professional and detail oriented. But a broken, flickering, or faded sign? That can send a surprisingly strong negative message, hinting at neglect or operational struggles before anyone even enters the door. That initial visual cue can make or break whether someone decides to come inside—and we’re the ones who help make that cue count.

Crystal-clear communication

Signage is so much more than just a logo. It’s a powerful communication tool that helps customers understand exactly who a business is and what it has to offer. As signmakers, we’re responsible for bringing clarity to that messaging, from design to execution. Here are the essential elements of the signs to consider:

• Your client’s brand face: Their name and logo on a sign solidify identity and make them instantly recognizable.
• Operating hours: Simple, clear hours prevent frustration and ensure foot traffic comes at the right time.
• Services at a glance: Signs that clearly show what a business does help customers know if they’re in the right place for their needs.
• Promotions: Highlighting sales and offers right where they can’t be missed drives impulse buys.
• Easy navigation: Inside, good wayfinding signs guide people effortlessly through the space—departments, restrooms, checkout stations, and so on, making visits smooth and enjoyable.

Each of these signs reflects the signmaker’s craft—done well, they create ease and flow for both the client and their customers.

Cutting through the clutter

In a busy commercial area, how does a business get noticed? The sign is the beacon. A thoughtfully designed and strategically placed sign grabs attention instantly, inviting passersby to step inside. It’s a visual magnet—and we’re responsible for designing, manufacturing, and installing it in a way that works.

Building trust and credibility

A well-kept, professional sign subtly communicates a lot about a business’s values. It tells customers that the owner cares about their image, pays attention to details, and is committed to quality. On the flip side, a sign that looks neglected can inadvertently suggest a lack of care, competence, or reliability. That’s why what we deliver—from materials to craftsmanship to maintenance—greatly impacts how our clients are perceived.

Strengthening your brand identity

Every sign—from a large exterior pylon sign to a small “Order Here” plaque or fitting room directional signage—reinforces a brand. Consistency in design, colour, and tone across all signage creates a cohesive experience. And that consistency isn’t just about looking good—it’s about making a business memorable and building brand recognition.

Over the last 20 years, this one has exploded. Restaurant and retail chains alike have stepped up and added interior signage branding. From wooden signs to greenery walls, faux neon signs, and even the order kiosk, brand identity is everywhere. And signmakers are behind the scenes, bringing that vision to life.

Driving sales

We shouldn’t underestimate the power of promotional signs. When placed strategically—near the counter, beside a feature product, or at the front window—they encourage impulse purchases or highlight key offerings. Sales banners, “new menu item” displays, or signs promoting discounts through an app all play a role in influencing decisions. And when done right, they bring people back. As signmakers, we can add value for our clients—not just by printing, but by guiding placement, message clarity, and design impact.

The full picture

From the mom-and-pop shop on the corner to the big box store opening in town, there’s a signage company for every job. Larger companies often take on national accounts—car dealerships and home improvement stores. Smaller shops handle quick-serve restaurants or regional retail. But regardless of scale, what matters is giving clients the whole picture.

A reputable signage company should walk clients through the process: designs, surveys, permits, manufacturing, installation, and, importantly, cost. A quality sign shouldn’t break the bank—but it is often more than people realize. And we’re in the perfect position to explain why it’s worth it.

In conclusion

From my perspective, retail signs are more than just fixtures—they’re a fundamental part of a business’s marketing and sales strategy. As signmakers, we’re the ones crafting these tools. They work day and night to attract, inform, build trust, and ultimately, drive growth. And when we take the time to maintain them, they keep on delivering. As I often say, a clean sign is a happy sign, and a happy sign is a working sign.

These aren’t just helpful reminders for signmakers—they are essential talking points when pitching to retail clients. Understanding the full impact of retail signage allows you to position yourself as a strategic partner. Whether you’re designing a storefront sign, interior wayfinding, or promotional displays, every recommendation you make can help a client improve visibility, boost customer experience, and drive sales. The more you educate your clients on the “why” behind each sign, the more they’ll value your insight—and keep coming back for more.

Nicole Van Boxtel is a signage and branding specialist at Select Signs Inc., a national sign vendor based in Mississauga, Ont. With over two decades of experience in the signage industry, she brings a wealth of knowledge to every project. Van Boxtel is also a board member of the Ontario Sign Association. She is dedicated to providing comprehensive signage solutions, from design to installation, focusing on client satisfaction.