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The latest company updates, industry news, and expert analysis from FSG.

My Business Needs a Sign – Where Do I Start?

In today’s world, businesses know that their customers are inundated with choices left and right, with notifications popping up on their phones and digital ads coming at them on every electronic platform they own.  In the modern business climate, your average sign will quickly get lost in the sea of information competing for a customer’s limited attention.

That’s why a sign that is professionally designed, fabricated, delivered, and installed is so important for businesses today.  A sign that is attractive, memorable, and brand-focused is a real advantage for any business, no matter the size.

Source: FSG

Do Signs Really (Really) Matter?

In a word, yes.

A nationwide survey conducted by FedEx Office found that more than half of small-business owners find in-store signage and graphics effective in attracting customers. Source: FedEx

The poll took information from over 500 small businesses in the U.S. and pointed out that business owners want different things from their signage.  According to the poll, 64 percent of millennial small-business owners (age 18 to 34) place value on creativity in graphics and signage. By contrast, their baby boomer counterparts (age 55 and older) place a higher emphasis on simple designs.

Interestingly, despite the different perspectives of business owners, all parties agree that sign design can significantly influence a business’s ability to attract new customers.  And just as business owners view signage design differently, different consumer groups respond to signage in different ways, too.

Signs By The Numbers

The folks at have done a great job providing some important data about the importance and effectiveness of professional signage. 

  • 68% of customers believe that signage reflects the quality of a business and its products.
  • 1 in 5 people made an unplanned purchase after seeing an ad via digital signage.
  • 4 out of 5 brands noticed up to a 33% increase in sales through the use of digital signage.
  • On average, one additional on-premise sign results in an increase in annual sales revenue of 4.75%.
  • 68% of American consumers have made a purchase because a sign caught their interest.
  • Digital displays can potentially double audience information retention.
  • 75% of Americans have told someone else about a business as a reaction to signage.
  • 74% of all purchase decisions are made in-store.
  • 38% of large companies with multiple locations identified branding/image as the most important purpose of effective signage.

Source: Visual Logistix 

A quick search can point out many other compelling reasons why serious businesses need signs created by serious sign people who understand all the ways quality signage can impact business success.

Key Elements of a Great Business Sign

At FSG, our Signs team has spent years working with customers to create incredible – and incredibly effective – commercial signs to get their businesses noticed. 

See a few of our case studies here:  

See more Signs Case Studies Here: FSG Signs 

At FSG Signs, the most frequent comment/question we hear from customers is that they need a sign for their business, but they have no idea where to start. Based on our experience, there are a few important things to consider when starting the process of getting a great sign for your business.

If you can answer these questions, you are much closer to having a new sign than most customers who start the process.


What do you want your sign to say? From something as simple as the name of your company to a digital display with changeable messaging, knowing what you want to say is the first step.


Where will your sign go?  Will it be an interior sign or an exterior sign? 

If it is exterior, will it be on a wall of the building or freestanding? For a freestanding pole, monument, or pylon sign, a plat map is essential to determine the best location. Then permitting must be obtained to be in compliance with city codes. 

Color and Font

One of the most critical elements to get your sign noticed is color. Contrast is important when designing your sign, and weak background color can impact the readability of your sign. The font should be simple to ensure the message is legible. 


Everything from the size of the letters to the height of the pole or pylon affects the ability of a potential customer to read your sign or notice it from a distance. The surroundings have an impact too.  Tall buildings or other landmarks can minimize the impact you want your sign to have.

Time Frame

When do you need your sign to be ready? Lead-time to fabricate a sign is typically 4-6 weeks. That is not including the time required for consulting with all stakeholders, designing, permitting, and approvals. Every sign we make is custom for each client, and our primary goal is to get your sign right, at the right time, every time

Creative Elements

Most of us have visited a business location because a sign was intriguing and caught our attention about a product or an experience we could expect. That is the impact of creative design! The importance of a great design cannot be understated. 

FSG Signs – Your Trusted Signage Solutions Partner

For a sign that will represent your business 24 hours a day for years and years to come, you need a signage expert as a partner to ensure your message gets across to your customers.  Whether it is the name of your business, a directional sign, or a digital display with messaging that changes, there is much to consider.  

In this post, we have just scratched the surface of many important considerations involved in creating the perfect sign for your business.  Still, the most important consideration for business owners involves the partner they trust to help them get the sign they need.  

That’s where FSG Signs stands apart.  We’re proud of every sign we’ve created, but we’re most proud of our ongoing relationships with customers who consider the signs and service by FSG a key factor in their business success.

FSG has a team that can help you with one or one thousand business signs. From a one-stop, turnkey project to a sign repair, we can help.

Whether you are ready to get started or still have questions, please call us today at (512) 886-1258 and we will be glad to help!  Let’s discuss the perfect sign to bring attention and customers to your business.

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