Return on Investment

Value of a Sign

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Signs and graphics serve three general purposes: to inform, direct and sell. The initial impression a person has about a business is often the result of its signs and graphics. By employing effective signs and graphics, businesses of all types and sizes can make the most of that first impression.

Signs are valuable to businesses of all sizes, and in all industries. Signs help consumers become aware of a business, service, or event; They can help prompt purchases, change purchase decisions, and build brand equity.

Signs are the most effective, yet least expensive form of advertising for the small business.  A sign is your introduction and handshake with those passing by, identifying your business to existing and potential customers.  

Lighted signs are always on the job for you advertising 24 hours a day, 365 days a year.  A good first impression matters.  People often judge a business by how their sign looks. Increase your business by having a great custom designed sign.  Brand your location.

Signage is an inexpensive, yet very effective form of advertising. During a slow economy, advertising is crucial and it helps create a long-term competitive advantage. Maintaining an advertising presence through signs helps build long-term brand awareness. Effective signage can also be a determining factor in influencing customers to switch from a weaker brand. What can effective signs and graphics do for you?

Value of sign FACTS:

An effective sign is the most successful way of attracting the attention of passing motorists. It should be large, both in total size and lettering. The message should be clear and concise, identifying your location and type of business. Be specific and grab attention!

Signs As Marketing:

Admit the truth, we all take advantage of signs! A sign is more than a directional item, it can do so much more when properly designed with your brand and location. 

Most merchants see them as commonplace and take them for granted. Obviously, most small business owners know they need a sign but they think of them as merely a marker identifying the business. As a result they are unaware of and under utilize the earning potential of signs.

In order for the merchant to fully realize the potential earnings of signage, he or she must look at signage not just as a way of marking the business buy also as a way of marketing the business.

The ABC’s of Signage:

At the minimum, your sign should ATTRACT new customers, BRAND the business and CREATE IMPULSE sales.

Attract new customers:

Research indicates that 85% of your customers live or work within a five mile radius of your business.  But according to the U.S. Census Bureau, 18.6% of the population relocates annually.

Which means every year you're losing customers that you must replace with new customers, just to break even.  Who’s in business just to break even?

Research has shown that by adding proper signage you can increase your business 10-150%!

Brand your Business:

When your business is the first one that comes to mind as a place to find a product or service, you have achieved what is called “top-of-mind awareness.”  "Top-of-mind awareness" is built and reinforced through repetition. 

Create Impulse Sales:

Who hasn’t been driving down the street, stopped at a store and made a purchase, merely because they saw the sign?

Best Buy discovered that about 17% of its customers were people who did not intend to stop there, but did so specifically because they saw the sign.

Another example of how signs can be very effective at influencing a customer’s buying habits is the Belmont Auto Spa in southern California. The business was profitable but not as much as expected. Unfortunately, the original sign, although expensive and well placed, was poorly designed. Its lack of color and contrast prevented it from standing out from the background, and it couldn’t be seen or read at  a distance.  Further, since the sign didn’t have any of the characteristic visual features one would expect for a car wash, drivers didn’t recognize it as one, and drove right by.

The owner invested $15,000 in a new pole sign that was well-designed. The strong, first-read pictorial graphic immediately identified Belmont as a car wash, and the colors were contrasting and lively. A reader board was also added to highlight specials such as detailing. In the first year, the new sign produced a 15% increase in overall business, which translated into an additional $135,000.00 – nearly nine times the cost of the sign.

Businesses get results with Green Signs:

Why pay for TV, radio, or newspaper ads that only reach a small number of people in your area?  According to the Small Business Association 85% of sales come from within five miles of the retailer’s location.  Use the only ad medium a retailer can completely own and control to reach the front door market by prompting customers to immediately stop and buy.  Cover all your bases by adding a digital display to your marketing mix.

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