4 Common Mistakes to Avoid When Designing Business Signage

Your business signage is the first point of contact many of your customers are likely to have with you, conveying crucial information about your brand, your values, and your service proposition. People do judge a book by its cover. A well-designed, well presented, and well-maintained signage system paints your business in a good light, establishing a rapport with your customers on the right foot. The opposite is, unfortunately, also true, with poorly designed or unoptimised signage undermining the business’s professionalism and reputation.

Business signage is, therefore, more than just a decorative element: it’s a pivotal part of your brand's identity and communication strategy. When done right, signage effortlessly attracts attention, conveys the essence of your business, and directs potential customers to where you want them to go. However, missteps in design can lead to confusion, diminished impact, and even a negative perception of your business.

In this article, we break down four common mistakes businesses often make when designing or commissioning signage, and offer actionable advice to ensure your signage makes the right impression every time.

Mistake #1: Poor Visibility

Visibility is arguably the most critical component of effective signage, especially when placed outside the business premises or conveying crucial information. Signage that is difficult to read or doesn’t stand out from its surroundings is unlikely to capture attention or convey your intended message.

Signs of poor visibility

• Fonts that are too small or overly ornate.
• Insufficient colour contrast between text and background.
• Placement in obscured locations, such as behind obstacles or competing visuals.

For example… A café positions its signage under an awning, using a dark green font against a brown background. The lack of contrast and poor lighting means passers-by barely notice the sign.

Solution

• Choose Contrasting Colours: Use high-contrast colour pairs, like black on yellow or white on navy blue, to make text prominent.
• Test Readability: Stand at various distances to ensure the content is legible, especially for signs intended for high-traffic areas or roads.
• Lighting: For outdoor signage, add backlighting or install spotlights to boost visibility at night or in gloomy weather. LED illumination is both durable and highly effective.

Placement matters, too. Make sure your signage is visible from common customer vantage points without obstruction.

Mistake #2: Lack of Branding Alignment

A lot of ink is spilled about ‘branding’ in marketing but what does this actually mean for your business? Your brand is essentially the way that people view your business, and it can be encapsulated in the visual assets you used to express your identity, such as your logo, marketing collateral, shop design, office layout, and signage. Signage that doesn’t reflect your brand’s identity or values dilutes your message and weakens your overall image in the eyes of customers. Unfortunately, many businesses often copy competitor designs or use generic templates the signage and marketing materials, resulting in missed opportunities to distinguish themselves.

Signs of poor branding alignment

• Minimal or inconsistent use of brand colours, logos, or typefaces.
• Designs that don’t resonate with your industry or target audience.
• Mismatches between signage messaging and overall business tone.
• Signage designed by AI or overdependent on templates.

For example… At a premium jewellery boutique installs a neon-style backlit sign with bold, comic-style fonts. This design clashes with its luxury brand image, confusing potential customers.

Solution:

• Stick To Your Guidelines: Always use brand-approved colours, fonts, and logos to maintain consistency. For example, a brand with earthy tones should avoid bright neons unless they align with its creative vision.
• Understand Your Audience: For a premium brand, minimalist designs with quality finishes (e.g., brushed or matte metal surfaces) are more suitable. A playful brand may incorporate bolder colours and whimsical shapes.
• Align Designs With Space: Ensure that the signage feels integrated into the surrounding environment while staying consistent with your branding.

Mistake #3: Overcomplicated Designs

While creativity is valuable, some signage falls prey to the “more is more” mindset, leading to a cluttered, confusing appearance. Overloading signage with too many elements - icons, images, colours, and words - can undermine its primary purpose and exhaust potential customers before they step foot in your shop.

Signs of overcomplication

• Excessive text, making it hard to absorb key details at a glance.
• Multiple competing design features that distract the reader.
• Use of more than two or three fonts, which creates confusion rather than coherence.

For example… A clothes shop places a sign featuring complicated graphics alongside a long product description, multiple calls to action, and at least five fonts, causing sensory overload.

Solution:

• Prioritise Clarity: Focus on the primary purpose of the signage. If it’s directional, make navigation clear and effective. If it’s promotional, ensure the offer is unmistakable.
• Use Minimal Text: Aim for a headline or tagline with a secondary line of support. Customers should understand the message in three seconds or less.
• Simplify Fonts And Graphics: Less is sometimes more. Stick to a maximum of two fonts and choose visuals that directly enhance, rather than distract from, your message. A clean, minimalist design often works best to convey professionalism and trust.

Mistake #4: Neglecting Maintenance

A well-designed sign can lose its impact if it's left to deteriorate. Dust, rust, cracks, and fading signal neglect, creating an impression of poor upkeep that can extend to how customers perceive your business.

Signs of poor maintenance:

• Fading colours or peeling paint
• Letters missing from outdoor signs
• Damaged materials, such as cracked acrylic or bent metal
• Malfunctioning lighting in illuminated signs
• Out of date information

For example… An illuminated outdoor sign for a pub has several letters that don’t illuminate properly, creating an incomplete and unprofessional appearance at night.

Solution:

• Commit To Regular Inspections: Schedule monthly evaluations to identify and address any damage, dirt, or malfunctions promptly.
• Choose Durable Materials: For outdoor signs, materials like powder-coated aluminium or treated wood can withstand harsh weather.
• Work With Reputable Installers: High-quality installation prevents avoidable issues like loose fittings or electrical failures. Professionals like Image Technique provide can expert advice on durable materials and sustainable solutions so that your signage looks great long-term.

What next?

Is your signage truly working for your business? If you think it’s time to take a closer look, streamline your designs, and elevate your brand’s physical presence, then please get in touch with one of the design specialists at Image Technique today by clicking here.