Choosing Different Exterior Signage Types & Getting The Most Of Your Investment

Why does exterior signage matter?

We’ve briefly explored this already, but there are several key reasons why exterior signage is an important aspect to get right. Perhaps most obviously, it’s going to be the point that creates the most first impressions. It’ll be the first thing that your customers encounter, so a clear, high-quality sign is essential. 

It can also be used to portray more about exactly what your business does, and what kind of values you embody - for example, the signage for a luxury car retailer is going to have a range of different characteristics to the signage for a children's nursery - from the typography and colours used, to the presentation and signage style. 

From a commercial point of view, signage can also be extremely influential - findings from POPAI determined that appealing signage leads to purchases amongst 62% of shoppers surveyed - so your signposts are much more than material additions, when designed and placed strategically.

Illuminated signs

Illuminated signs can be used to create an unignorable presence for your business, day and night. They are particularly effective for high-traffic areas or businesses that operate after dark, such as bars and restaurants. With options like LED, backlit, or neon, they can be tailored to suit your brand style. 

It’s worth noting that certain locations (such as conservation areas) will have specific guidelines on installing illuminated signage. If your business is within a conservation area, you may need to apply for permission before installing this type of exterior sign.

Built up lettering

Built up lettering signage provides a clean and professional way to showcase your business name or logo. Individual 3D letters can be created  in a range of materials such as metal, acrylic, or wood. This style of signage offers flexibility in size, finish, and installation - we even offer illumination as an option for this type of signage.

Fascia signs

Fascia signs are mounted directly to the front of a building, making them ideal for shopfronts. They offer excellent visibility for passing trade and can be customised with lighting or built up lettering.

Totems & monoliths

Totems and monoliths are freestanding structures designed to capture attention from a distance. They are often used for business parks, retail outlets, or roadside advertising. With this type of style, we can incorporate your branding, wayfinding features, and illuminated panels.

Location & visibility

More often than not, the sign will be placed at the immediate entrance of your business, but getting this right will involve some analysis of the area. Think about visibility from street level, nearby roads - will people see your sign from a distance, or only once they’re right in front of you? If you’re considering a fascia sign, the height, size, and angle are all things you’ll need to take into account if you want to boost visibility, but also if you need to comply with local rules. For roadside signs, like totems or monoliths, make sure they’re large enough to be legible from a moving vehicle, as this is often the case in large industrial shopping parks and centres. 
 

Brand identity

We’ve all seen how brands adapt and change with the times, and signage shouldn’t be left behind when your business evolves - this can be detrimental for customer recognition. Your signage should be a true reflection of your brand, so you’ll want to make sure that  the design, colours, fonts, and overall style is aligned with the image you want to project to your customers. Here at Reeds, our design expertise underlines every decision that we make, and it will be key stage in creating your sign. We’ll get to know your brand, and our signage design will reflect your values, presence, and heritage. 

Durability & materials

Exterior signs are exposed to the elements year-round, so choosing the right materials is essential. Durability should be factored into the choices you make for signage materials, as this will ensure your sign looks professional over time; and our experts are here to help you with this. From experience, aluminium and acrylic are some of our most popular options, and we can reinforce our treated wood signs with protective coatings which will help to boost longevity. Taking some time to choose the right robust materials will save you money on repairs (or replacements) in the long run.

Lighting & visibility at night

A sign that looks great during the day might lose all impact at night, and this is something we’re here to help you to avoid. Illuminated signage options, such as LED backlit letters or lightbox fascias, will give you all-hours visibility and it’ll also serve as 24/7 advertisement, even outside of business hours. 

Our top tips would be to consider your operating hours, local surroundings (i,e planning guidelines), and budget when making this choice.

Local planning regulations

Across the UK, different localities will have specific areas where planning guidelines may vary - a conservation  area is a prime example of this. Within a conservation area, signage has to adhere to the local characteristics, rather than standing out and taking away from the visual appeal of the area. If you install signage that doesn’t comply with these regulations, you can face penalties from your local council, and in most cases the sign will need to be removed. 

Common pitfalls for exterior signage

Here’s some quick examples of what you’ll want to avoid with your exterior signage design:

• Overcrowding with too much text - your customers shouldn’t be struggling to decipher what your sign says, so keep your text content simple! 
• Having minimal background contrast - a 2D sign that uses lots of similar colours with no clear contrast will not get your business noticed - especially when it’s next to a well-designed 3D sign with balanced colour usage! 
• Choosing style over readability - having any kind of elaborate design is another factor that can make it harder to understand your sign.