Outdoor signage is arguably the most important kind in physical retail because it’s what gets customers in the door. Exterior signage is the first impression customers have of your business.

The signs need to do more than simply announce who you are – they need to draw in customers and make them want something from you. Effective signage may encourage people who have passed your store many times before to finally give it a chance.

Outdoor signs can take the form of pavement signs, entrance signs or window signs. Place the signage where it is visable to as much walk-by and drive-by traffic as possible. Outdoor signage in particular should be branded effectively to draw the customer in and help to convey the experience that they can expect inside the establishment.

Here’s a good example of an A board outside a pub/restaurant:

Key takeouts that you can try:

• A neatly drawn board like this gives the impression that the establishment will be nice inside
• “Kids eat free” lets you know that children are welcome
• “2 eat for £10”  – an affordable option for eating out – lunch or dinner
• The days/times that this offer is on is clear to the customer
• You can read this sign in about 5 seconds. Important for passers by