The 7 biggest mistakes companies make with signage - and how to avoid them
Signage is usually the first impression your business makes on customers, clients and visitors. Whether you’re a retail store, office, hotel, school, healthcare provider or industrial site, your signs are a vital part of brand identity, wayfinding and customer experience.
Across every sector, however, companies often make the same costly mistakes when it comes to their signage. Here at Signs Now, we’ve seen it all - and we’re here to help you avoid the pitfalls. Here are some of the biggest mistakes businesses make when it comes to choosing signage.
1. Trying to find the cheapest option
It’s tempting to cut costs by choosing the lowest-priced signage or materials, especially when budgets are tight. However, this is one of the most common and damaging mistakes businesses make.
Cheap signage may look acceptable on day one, but it rarely stands the test of time. Your signage is a reflection of your business, and low-cost materials often look flimsy or unprofessional. If your signage looks cheap or poorly maintained, customers may assume your products or services are of a similar standard.
Another issue is limited durability. Cheap signs are more likely to crack, warp or fade, especially when exposed to the elements. What usually happens is that you’ll end up replacing them far sooner than you think, costing you more in the long run. If you invest in quality materials and professional installation, it’ll pay dividends in appearance, longevity and brand reputation.
2. Overlooking the visitor’s perspective
When you work at the same place every day, it’s easy to forget what it’s like to be a first-time visitor; this is particularly true at schools when staff may overlook how clear their signage is for new students or parents finding their way around.
Many companies assume their directional or wayfinding signage is clear, simply because they know where everything is. This can lead to confusion, frustration and a poor experience for customers, clients or delivery drivers.
Some examples of confusing signage are unclear arrows, internal jargon or abbreviations, multiple fonts and colours, and overlooking important details like building names or floor numbers.
We always recommend walking through your site and imagining you’re a new visitor. Better still, ask someone who’s unfamiliar with your premises to try and find their way using only your signage. This is something we can do for you, and our clients always tell us this feedback is invaluable.
3. Having inconsistent branding
Your signage should be a seamless extension of your brand. However, it’s quite common to see mismatched logos, colours or messaging across different signs, especially in organisations with multiple locations or departments.
As well as diluting your company’s identity, inconsistent branding can confuse customers and create an unprofessional appearance. Clear brand guidelines are crucial for signage; every site you operate should feature exactly the same colours, fonts, logo placement and messaging.
Signs Now are specialists in multi-location signage, and we understand the importance of brand consistency.
4. Forgetting to consider weatherproofing
The British weather is famously unpredictable. Rain, wind, frost and even the occasional heatwave can all take their toll on your external signage. But many companies overlook the importance of weatherproofing.
Without using the right materials, signs can absorb moisture from rain or humidity, leading to mould, warping or even illegible text, while strong sunlight and UV rays can cause colours to fade over time. Blustery winds can also be damaging; we’ve sometimes seen lightweight or poorly fixed signs blown down or damaged, which also poses a safety risk to passersby.
We always recommend choosing signage materials that are specifically designed for outdoor use, with UV-resistant inks, robust fixings and weatherproof coatings.
In fact, Signs Now are unique in the industry for offering 5-year guarantee for
external permanent signage, and our team are always on hand to advise you about the best materials for your needs and location.
5. Ignoring accessibility requirements
Accessibility isn’t just a legal requirement; it’s also good business practice. Many businesses, however, often overlook the needs of people with disabilities when designing their signage.
Some examples of inaccessible signage include signs which have a low contrast between the text and the background - which can be difficult to read for those with visual impairments - or using cursive or decorative fonts which can be very hard to read from a distance.
It’s important to use clear, high-contrast colours and large fonts, and consider including braille or tactile elements if they’re appropriate to your building’s users.
6. Not considering digital or LED signage
The signage industry is evolving rapidly, with digital signs becoming more affordable and versatile.
Many companies still stick to traditional signage, and in most cases that’s ideal - but digital signs can really bring your business to life, displaying animations, videos or real-time information.
Neon or LED signage can also capture attention and make a strong impact; this is particularly valuable for retailers or businesses who have a steady footfall of traffic after dark, when signage is harder to see.
7. Overcomplicating the message
It’s easy to get carried away with design, and many businesses often think they need to put a lot of information in one place. But too much text, cluttered graphics or unclear calls to action can all reduce the impact of your signage.
Visitors aren’t likely to stop and read a wall of text, and if your signage carries too much information, it’ll make it much harder for them to find what they need. In our experience, the most effective and attractive signs are usually the simplest.
We always advise our clients to keep messages concise and focussed, using clean, simple graphics to guide the eye.
Signs Now have been creating, installing and maintaining signs for a broad range of sectors across the UK since 1997. Whether you need a single sign or a multi-site rebrand, our nationwide team are here to guide you through every step of the process.
Get in touch to find out how we can help your business stand out for all the right reasons.