Retail signage is instrumental in communicating the right messages to shoppers. This is why store owners and retail marketing experts rely on this promotional tool to catch the attention of customers. However, some retailers still commit mistakes in retail signage.

What are these common flaws that savvy business proprietors need to avoid?

#1.Surplus or Excess Information – Display sign messages must be straightforward and crisp. Otherwise, shoppers will not be able to digest this within a few seconds. Bear in mind that the ordinary consumer only has this time to read store signs. Overload of details makes the marker look jumbled. It also means the customer spends more time understanding the message and less time to put goods inside their shopping carts. For in-store signage, essential information includes price, items on sale, and percentage of money saved.

#2. Reusing Old Signs – Among store signage mistakes is reusing old sign posts. Recycling is recommended for homeowners and the workplace but not in the physical retail industry. Throw dilapidated and old signs in the trash can. Never refurbish signs since these will only give your shop a worn-out look. Besides, the information here is outdated and is not related anymore to new deals, discounts or promos. Order new materials or have the sign-maker fabricate new visual display once your existing signs look old.

#3. Spending too much time in Design – Retail is a fast-paced market. One of the mistakes in retail signage is to take a long time in designing or producing your signage. Experienced retail persons set timelines for communicating their directions to service providers. Orders must be finished on time because you still need to finish installations tin time for events, sale and promotions. Dilly-dallying will only give your competitors an edge.

#4. Choosing elaborate fonts usually do not work. This is one of the frequent store signage mistakes that many retail proprietors make. Small and complicated characters are difficult to read. Stick to the right-sized and clear fonts. It should be enough to get the customer’s attention to the brand, product and message.

#5. Guessing on the size of your signage is a no-no in visual merchandising. A signage that is too large can overshadow everything while too small signs will get lost in the establishment’s layout. The key is to fabricate and install signs with appropriate measurements for your store.

#6. Signage that leaves a negative impression on consumers is one of the worst mistakes in retail signage. These are lousy or inferior visual displays which include blurred, handwritten or dilapidated structures. Avoid misspelled content and crossed-out words that definitely give a terrible impression. It is not advisable to hold back in terms of investing on impressive and well-made signage. Retailers should also learn not to use conflicting messages; plenty of movement; wrong content; lack of motion; and, the absence or lack or order between images, characters, and overall ideas. This will just leave shoppers bewildered or failing to get the whole message.

#7. Miscalculating angles also contribute to badly-installed retail signs. Markers should be installed facing traffic which is somewhere between 45 and 90 degrees. Signage that is parallel to traffic movement will be missed by shoppers. Huge departmental banners must be elevated above the selling area so shoppers will notice where different kinds of merchandise can be found. Eye-catching and innovative signs can distinguish your store from other outlets within the same area. Do not forget to place directional signs that show the way to cash counters, special aisles and restrooms as well.

#8. Experienced retail owners know that one of the store signage mistakes that start-ups need to avoid is modifying logos or changing the brand entirely but failing to include minor details. Each small aspect must be updated whether these are smallest sticky labels to the large wall banners. Consumers never fail to notice even the negligible detail in a store poster or billboard. The signage should be among the priorities of retailers when it comes to visual merchandising.

#9. The element of contrast is often missed by retail owners who are in a hurry to do things. Contrast involves both complementary and distinct colors. Characters must stand out against the background or surface. It does not mean that shades should clash or disagree with one another.

#10. The tenth and one of the most evident mistakes in retail signage is the tendency of visual merchandisers, marketers or small shop owners not to take accurate measurements. Signs will appear distorted if consumers who are from a distance see letter clumsily or inelegantly close together or going up towards the edge. Spacing is a complicated matter. Sub-titles which are not complementary to the design and layout look unusual or funny to anyone who looks at the signage. This issue is resolved by coming up with a template. This helps facilitate arrangement and spacing of text and other content within the display.


The best and most effective retail signs should tell shoppers why they should look at specific items in the selling area. Signs (digital or not) are necessary to reach and make an impact on your target consumers for as long as these are used correctly.

To maximize their usefulness and value is to establish targets and make the right adjustments if needed.

Signs will lead to the popularity of stores, convince consumers to drop in and make a purchase, as well as enhance the retailer’s brand. It is about time to decide whether to use traditional tools or go for the more sophisticated digital signs.

At the same time, it is also important that smart retail entrepreneurs must be prudent enough not to make unnecessary store signage mistakes.