Beyond visibility:
How signage builds trust & attracts business
By Kelly Mattingly
Images courtesy of Signarama
What is your signage telling consumers about your business? Look closely, and you’ll probably see a lot more than simple facts like the name. A sign doesn’t just tell people where you are; it also tells them who you are and whether they can trust you to do business with you. It goes deeper than just telling the consumer you sell what they need at the price they want; are you the business they should choose above all your competitors?
The significant role signage plays in affecting consumer behavior was starkly revealed in Signarama’s 2026 Consumer Signage Survey, conducted by The Harris Poll. Of more than 2,000 U.S. adults surveyed, 84% said signage affects their decision to purchase from a business; 39% said they’ve entered a business just because of its sign. And a staggering 90% said signage impacts whether they view a business as professional and high-quality.
At the same time, 75% said chaotic, hard-to-read signs make a business less credible, and 79% said too many signs create confusion for the consumer.
The high numbers were eye-opening, but only backed up what we’ve known for a long time: signage is a 24/7 marketing tool that builds brand recognition, creates a strong first impression, communicates professionalism, and helps customers navigate your space. Its influence begins before someone even decides to step through your door.
What’s your sign really saying?
Consumers naturally make quick judgments based on what they see, and signage is no exception. Faded vinyl, peeling graphics, burned-out LEDs, crooked letters, outdated branding, or a damaged sign can unintentionally communicate that the business doesn’t pay attention to details. On the other hand, when signage is clean, professional, and well-designed, it’s a strong indicator that the business is established, takes pride in its appearance, and pays attention to details.
Placement is just as important. You can have a beautiful sign, but if it’s too small, obstructed, poorly lit, or positioned where drivers don’t have enough time to read it, it isn’t doing its job.
Building trust was an essential outcome for one of our customers, a local church. Their goal went beyond simply adding signs. From the moment anyone arrived, church leaders wanted the space to better communicate who they are, what they believe, and the programs they offer.
For a church, signage is especially important because, in addition to members who know the building well, there are first-time visitors who may be walking in without knowing where to go or what to expect. The signage has to make the space feel welcoming and intentional to all, while also strengthening the church’s identity.
To help carry that experience throughout the property, we created program logos on the exterior to create visibility and help identify different areas. Their mission statement was displayed prominently inside, and interior wall vinyl and graphics reinforced their message and branding throughout the facility.
What I loved about this project was that the signage wasn’t just decoration. Each piece had a purpose. The exterior signage created recognition, while the interior graphics helped tell their story and reinforce their mission.
It is a great example of how signage can support a much bigger goal. When it is done thoughtfully, it can help an organization communicate who they are, create a better experience for the people walking through their doors, and make their brand and mission feel consistent throughout the entire space.
Signs of effective communication
Our church client understood that visibility is important, but a sign also needs to give people a reason to take the next step. You only have a few seconds to get someone’s attention, especially when they are driving by, so the message needs to be clear, easy to read, and memorable.
Placement and size are also incredibly important. We sometimes have customers who want to make a sign smaller to save money, but if no one can read it from the road, it isn’t accomplishing its purpose and is a waste of money.
Consistency with the rest of the brand experience is extremely important because every interaction a customer has with your business should feel like it comes from the same brand. Your signage, website, vehicles, social media, printed materials, and even the experience inside your business should all work together.
The same is true when businesses have multiple locations or vehicles. Consistent colors, logos, fonts, and messaging help people recognize your company wherever they see it. That recognition builds familiarity over time, and familiarity helps build trust.
From order taker to consultant
As teams adopt this more holistic approach, the role of a sign professional has become much more consultative. Our job isn’t simply to take an order and produce whatever sign a customer initially asks for. We need to understand what the customers are trying to accomplish and then help them find the best solution.
When a customer comes in and says, “I need a sign,” that should be the beginning of a conversation – a collaboration. We should be asking lots of questions: Who’s the target? Where will people see the sign? How quickly do they need to understand the message? What does the rest of your branding look like? What experience do you want someone to have when they arrive at your business?
Go beyond asking about price; the better question is “What do you need this signage to accomplish?” Is the customer trying to attract more customers, increase brand awareness, make their location easier to find, promote a specific product or service, or create a more professional experience for their customers?
Sometimes, the best solution is different from what the customer originally had in mind. That is where our experience becomes valuable. We can recommend the right size, materials, placement, lighting, and type of signage based on their goals, budget, and location.
For larger projects, look at the entire customer experience — from the exterior building signage and parking lot to wayfinding, windows, walls, ADA signs, and interior branding. Everything should work together.
The sign team should view themselves as experts and trusted resources for customers. When we understand the bigger picture, we can help a business make a smarter investment and create signage that actually supports what they are trying to accomplish.
3 rules of effective signage
I encourage business owners to think about signage the same way they think about any other marketing investment. The difference is that a well-made sign can work for your business 24 hours a day, seven days a week, for years.
Here are three basic rules to guide your customers:
- Make a strong first impression: A customers’ first decision is whether they should even enter your business, so your sign should look professional, current, and well-maintained. Keep text and graphics simple and clean; don’t try to put everything on one sign.
- Make it easy for people to find you and do business with you: Customers shouldn’t have to search for your entrance, wonder where to park, or struggle to figure out where to go once they’re inside. Exterior signs, directional signs, window graphics, and interior wayfinding should all work together to create a better customer experience.
- Don’t treat signage as something you purchase once and forget about: Your business changes, your brand changes, and your customers’ needs change. Look at your signage regularly and ask whether it is still helping you accomplish your business goals. And don’t wait until signage is in really bad condition before doing something about it.
I encourage customers to look at their signage through customers’ eyes: Drive past your own building and walk through the front door. Is the business easy to find? Can you read the sign quickly? Does everything look clean and professional? Does the signage represent the quality of the product or service provided?
Protecting your investment
Your signage shouldn’t feel separate from your marketing — it is part of your marketing. The goal is for someone to see your sign, vehicle, website, or social media and immediately know it’s your company. When everything works together, you create a much stronger and more memorable brand.
Great signage doesn’t just get noticed — it encourages action. Make sure the impression it is creating is the one you want customers to have.
Kelly Mattingly is the owner of Signarama San Antonio NW and Downtown, where she is highly focused on customer relationships, community impact, and empowering women in the signage industry. She is passionate about giving back to the communities she serves, supports local nonprofits, and serves on the Board of Directors for the Greater Boerne Chamber of Commerce, helping support and strengthen the local business community throughout Boerne and the Texas Hill Country.
