Creating In-Store Signs Your Customers Can’t Help But Notice

Sign Printing

When people set out to create compelling print marketing materials for their business, they normally (and appropriately) devote a lot of attention to the types of elements that will attract new customers. Obviously, the design of that print direct mail brochure is key because it will always be someone’s first exposure to the brand. However, many people fail to pay enough attention to another area that is equally important: in-store signage. Remember, just because someone is already in your store doesn’t mean the marketing machine can take the afternoon off. When it comes to designing the types of in-store signs your customers can’t help but notice, there are a few key things you’ll need to keep in mind.

Keep It Simple

If you’re designing print marketing materials to send out into the world, one of your instincts may be to try to pack as much helpful information into those materials as possible. After all, you can only have one first impression, so you need to make it a good one. When it comes to in-store signage, however, you’ll have better results if you dial back your instincts a bit and keep things as short and as sweet as possible.

Think about the language you’re using on in-store signs the same way you would the headline in a newspaper. The brochures and other documents you’re sending out into the world are like the newspaper articles themselves — they contain all of the information required to answer any questions the customer may have and guide them further down the sales funnel. In-store signs are the headlines — they give you just enough information to help you in that moment, but they don’t try to tell the whole story.

It’s All About the Focus

Because so much of your marketing focuses on selling yourself, it’s natural for that instinct to carry over into the world of in-store signage, too. It’s easy to forget you already have the customer right where you want them. Now it’s up to the products (or, more specifically, the way you’re showcasing those products) to finish the job.

Your in-store signage needs to showcase not only what a product might do, but why someone might need it. Your signs should sell people on the benefits of what you’re offering, not necessarily on your brand. For maximum effectiveness, use your signs to provide quick answers to questions like “What can product X do for me?” and “Why will product Y make my day easier?”

Above all else, there’s one key term you always need to keep in mind when designing in-store signs: compelling. If the types of signs you’re creating are always compelling and are always created with the best interest of your customers in mind, they will succeed on multiple levels. Not only will they immediately attract the attention of anyone who looks at them, but they will also add to the overall value of the experience customers are having in your store. Good signage can help turn first time customers into repeat customers in the long run.  With the addition of our new HP 360 Wide Format Printer, we would love to help you with all your signage needs.  Contact Kendall Press for a quote.

Email this to someoneShare on FacebookShare on Google+Tweet about this on TwitterPin on Pinterest


  1. I like how you said, “Your signs should sell people on the benefits of what you’re offering…”. I’m going to make some new signs for my music store. I think we could use more product descriptions. Also, I want the list price of each instrument right beside it. What kind of signs are your favorite?

    • We think magnetic receptive media is great for retail signs as it allows flexibility in changing content and prints beautiful high quality images that will attract the attention of your customers! They are great for applying event-based specials as they can be overlaid up to three layers. The system is composed of three parts: 1. A wall or fixture surface prepared to
      receive roll or sheet magnet; 2. The flexible roll or sheet magnet itself and 3. The magnetic-receptive print media. The more that you change the image (item 3), the greater the savings you will realize over board or vinyl signs. It also helps to keep a fresh look in your store!

  2. I am a big fan of keeping signage simple. Too often I see signage that is way to complex. Whenever signage gets complex, the customer no longer understands what it says or what it is talking about.

    • Hi Jason,
      We agree – simple is better in visual communications. We have all gotten used to getting information instantly and if it is not there, we are on to the next site or store. What kind of materials do you recommend for retail signs?

  3. Thanks for your tips about how to design signs for your business. I like how you mention to keep it simple. It can be tempting to try and make something flashy and extravagant, but simple signs are easier to remember, identify, and obtain information from. I’ll be sure to keep your other suggestions in mind if I ever need to design my store signs.

  4. Thanks for all of the great tips! Specifically, you talk about how when you’re designing print for marketing materials, you want to keep it simple, and I definitely agree. When you keep the colors and logos as simple as possible, I think that you will have a higher guarantee that people will be drawn into your sign and be able to comprehend your service and be willing to call you. Plus, I think that this makes it easier and faster for you to get your signs out there and doing the job that they’re meant to do. Thank you for sharing!

  5. Keeping it simple when it comes to signs is great advice. I think that oftentimes, people are less likely to read the sign if there are too many words on it. I know a local business who does a great job of this on billboards.

Speak Your Mind