Tatler Magazine asks Lesley Bell from Rainbow Signs (Article Published Feb 2015):

Ideally, it should perform at least these three functions:

• Attract new customers
• Brand your site in the minds of consumers
• Create “impulse” sales

Signs are so common in today’s society that sometimes their importance can be taken for granted, however well designed, manufactured and well placed signage will attract customers and generate profits. At Rainbow Signs we recognise that today’s consumers are sophisticated within the retail and service sectors, businesses rely…. heavily…their on-premise signage. Many customers visit a business for the first, and sometimes the only time, and to attract this large pool of potential customers, a clear and legible sign for your business is a must. If your sign lacks visibility, then it is likely that a consumer may forget your business exists, if it was noticed at all.

Often, people judge the quality of your business on that first impression therefore trimming the signage budget while providing short-term savings, will have long-term consequences. There are thousands of people who’ve never been to your door. The sign on your premises is your handshake with the public, and that handshake is the first impression made on potential customers. It is a powerful marketing tool that works for you 24 hours a day, 7 days a week all year round.