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In the world of retail, every little detail adds to the customer experience and how they perceive your business.

Signage plays such a huge role in Visual Merchandising. It communicates, educates and informs your customer. Unclear, dirty, ratty, unreadable signage can turn a customer away before they've even entered your shop.

come in we're open signage

Clever signage on the other hand, SELLS! So ask yourself the following questions:

  1. How are you communicating with your customers?
  2. What’s your language?
  3. Who is your customer?
  4. Do you have a consistent message?
  5. Is it on brand?

An example of this is Yin & Yarn (as shown below). They are a crafty & creative business who sell sewn goods in beautiful fabrications. Their prints are trendy, bright, fun & a touch quirky. The signage they use is a reflection of their brand. The Logo looks a bit like a button & is made from plywood, which is bang on trend. They also use crafty like cards stands to hold their prices.

Signage shop

You should also consider if you signage is relevant to the product it is talking about or the product you have placed it next to? Use signage to educate and inform your customers. Signage should be chatty, and provide answers and clarity.

Use signage to educate and inform your customers
— Sarah Quinn

Think about the questions you are regularly asked. Can you answer these through your signage? The provides another avenue for you to communicate with your customers and attract new business. It also helps to do the selling for you, if you or your staff are busy.


Brag about the good stuff. This may include features and benefits, where the product is made: all of this adds value to your product. Think about the reasons people buy your products and include this.

Showing prices is also very effective on signs. It's awkawd to have to ask for the price on an item & sales may be missed if a customer has to wait for an answer.