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What Are the Benefits of Using Signage for Your Business

Table of Contents

Using signage boosts brand recognition, with 70% of consumers forming their first impression based on it. Digital signage increases engagement by 30%, while clear directional signs can reduce navigation time by 30%, improving customer satisfaction. For example, McDonald’s saw a 10% sales increase from digital menu boards.

Increase Visibility

In 2023, the world outdoor advertising market reached a size of US$40 billion, while the annual growth rate is more than 5%. On Times Square in New York, more than 500,000 people view a 50-square-meter digital billboard every day, and its advertisement price has reached $120,000 per month, which increased the average sales by 20%-30%.

Along the Third Ring in Beijing, the average number of times that one will be exposed to any one billboard is 300,000 views daily; more than 7,000 vehicles pass during peak hours per hour. Production of an excellent quality billboard 8 x 4 meters will be around 100,000 yuan with a long lifespan of 5-8 years, which equals an average cost per day below 40 yuan.

In-store signage drives 70% of consumer shopping, and in-store signage alone drives 40% of all purchasing decisions. Carrefour has installed an electronic screen beside the shelf to show the promotion information about the product; some products’ sales increased by 15%-25%. The production cost of these electronic screens is between 3,000 to 5,000 yuan, while the dynamic update of their contents costs only 10% of static ones.

The electronic menu board can improve the efficiency of ordering by 30% with its high-definition image and dynamic contents. This means customers will wait 50 seconds less on average for orders. KFC has rolled out such electronic menus across its national chain of stores, averaging 50,000 yuan per store in investment cost but 12% in the annual sales growth rate.

Taking fire safety as an example, if there are some indications that satisfy national criteria, this may reduce the evacuation time during fire by more than 50%. In 2019, Shanghai Metro invested 80 million yuan upgrading all the stations by enhancing their safety signage system; that reduced two minutes of average evacuation time during the emergency evacuation drills. The general development cost of an intelligent signage system is over 1 million yuan, while the cost of running the intelligence is about 30% lower than that of traditional signage.

Compared to static signage, dynamic digital advertising signs are four times better for consumer recall; brand recognition increased by 22% with the use of digital signage. This flagship store of a luxury brand in Hong Kong used LED transparent screens for window displays and had an investment cost of about 3 million yuan. However, there was a hike in footfall by about 35% and sales increased by 20% in the first month. 89% of customers approve of IKEA’s in-store signage design.

Signage

Cost-Effectiveness

In fact, the cost of producing a high-quality outdoor billboard is between 50,000 to 100,000 yuan on average, but it can last for 5 to 10 years, and the annual amortized cost is less than 10,000 yuan. In China’s first-tier cities, the average daily exposure of outdoor signs can reach 300,000 views, increasing the conversion rate of customers by an average of about 15%-25%. In second- and third-tier cities, the roadside billboard along the main road can be seen by 3 million people every year, at less than 0.05 yuan per advertising view.

The general price of an average acrylic display is between 200 and 500 yuan, but usually it lasts more than 8 years, costing less than 50 yuan annually. Clear signage that reduces the time customers spend searching for stores increases the likelihood of a purchase by 30%. Price tags in supermarkets are only 0.5 yuan each but can increase sales by 10%-20%. A large chain supermarket would add 1,000 price tags for every promotional event, with an extra revenue of 500,000 yuan.

The initial installation cost of an electronic menu is between 30,000 and 50,000 yuan, which can increase customer ordering efficiency by 20%. McDonald’s has rolled out electronic menus globally, with each store seeing a 15% improvement in order processing speed and a 10% increase in annual revenue. Emergency exit signs in subway stations and shopping malls cost between 300 and 500 yuan, but can reduce evacuation time by more than 30% in emergencies. In buildings with clear evacuation signage, evacuation time per 100 people is reduced by 2 minutes compared to buildings without signs.

The installation cost of an electronic billboard typically ranges from 10,000 to 20,000 yuan per square meter. For example, an electronic screen billboard at Piccadilly Circus in London updates its content every hour, but the cost of each update is only 5% of the cost of traditional printed ads, saving the advertiser over 500,000 pounds per year.

A five-star hotel typically needs to install 200 navigation and service signs, with a total cost of 100,000 yuan. These signs reduce customer service complaints by over 200 annually and increase the proportion of repeat customers by 15%. Signs made from recyclable materials have an initial cost 1.5 times that of ordinary signage but have an average extended lifespan of 2-3 years, with a 20% increase in customer loyalty for brands using environmentally-friendly signage.

Brand Recognition

Globally, 70% of consumers form their first impression of a brand based on its signage style and design, and 50% of them will decide whether to learn more about the brand because of this. An LED billboard located in a busy downtown shopping district has a daily exposure of 500,000 people. Billboards on city main roads can increase brand recall by about 20%-30%.

Digital advertising screens with dynamic content capture consumer attention for four times longer than traditional signs, and their ad content recall rate increases by 25%. On Times Square in New York, the frequency of content updates on digital signage is once every minute. Clear in-store promotional signage and brand displays can increase consumer purchase intent by more than 30%. A global cosmetics brand uses lightboxes to display core product information in its stores, resulting in a 15% increase in foot traffic and a 20% increase in brand recognition during promotions.

McDonald’s and KFC have used electronic menus to display new product images and specific promotional information, increasing new product awareness by 35%. A McDonald’s store showcased its limited-time menu through eye-catching digital signage, and the sales of new products accounted for 20% of total sales that week. Airport advertising typically increases brand recognition by 40%, with 75% of travelers indicating they are more likely to develop an interest in or remember the brand shown on the signage.

More than 60% of consumers can accurately recall the brands they frequently saw on billboards in the past week. A car brand that installed a billboard along a highway saw a 50% increase in brand recognition. Some retailers have started using smart signage with sensors, which has increased brand recognition by 22%. Nike’s use of brand signage made from recycled materials in its stores increased consumer environmental awareness by 40%. This approach also improved customer return rates by 15%.

Engaging Customers

Outdoor signage with dynamic elements can increase visual appeal by 50%, and adding interactive features can boost engagement by more than 30%. At some bus stations in London, interactive design increased ad conversion rates by 18%. 70% of consumers prefer to stay longer in stores that offer detailed product information and interactive displays. A global clothing brand increased customer participation by 40% through the installation of smart fitting mirrors, resulting in a 25% increase in in-store sales. McDonald’s has introduced electronic menu boards with touchscreens in some locations, which increased the average order amount by 20% and reduced customer wait times by 15%.

Clear mall directories can increase the average time customers spend in the mall by 30 minutes. A shopping center in Hong Kong used digital navigation signage, with over 100,000 uses within the first week, increasing customer satisfaction by 20%. A car brand set up an AR-powered billboard at an exhibition, with participation exceeding expectations by 150%. Some luxury hotels have installed digital welcome screens at their front desks and in their lobbies, with usage reaching up to 500 times per day during peak tourist seasons, and customer stay time increased by 10 minutes.

Changi Airport in Singapore uses interactive screens at its brand kiosks to allow travelers to play games and win coupons, achieving a 60% engagement rate. A coffee brand set up signage for coffee cup recycling in its stores, with 35% of customers participating. Some high-end malls use face recognition technology in signage, and personalized designs increase customer stay time by 20%, with a 15% increase in product purchase conversion.

Local Market Advantage

70% of small and medium-sized businesses mainly rely on outdoor signage to attract local customers, with this form of advertising contributing an average of 20% to their sales growth. A survey in a U.S. community showed that businesses with high-quality outdoor signage saw a 15%-30% increase in local customer traffic. In busy city neighborhoods, a uniquely designed billboard can reach about 50,000 passers-by daily, 40% of whom may be potential customers. A medium-sized business in Brooklyn, New York, placed an LED billboard on the main street with a monthly cost of $15,000, and in the first quarter, the signage directly generated over $400,000 in sales.

90% of local consumers are influenced by signage when they enter stores. A chain supermarket optimized its in-store signage layout, increasing the sales of promotional products by 25% and boosting the average spending per customer by 10%. McDonald’s in community stores used signage to highlight new product promotions, increasing new product sales as a percentage of total revenue by 15%. A community McDonald’s increased foot traffic by 500 customers each week by adding digital screens to display promotions during specific times.

More than 60% of consumers are more likely to visit local businesses with clear store signage. A small café in Guangzhou increased its foot traffic by 20% by setting up an eye-catching freestanding billboard outside the store. This signage was low-cost, requiring only about 2,000 yuan.

After using clear directional signage, a store’s visit rate increased by an average of 15%. A restaurant set up five clear directional signs on surrounding roads, resulting in over 1,000 new visitors every week. A shopping mall installed a digital signage screen at its entrance, playing different brand promotions based on foot traffic, which led to a 12% increase in sales.

A fitness center in Shanghai installed a QR code-enabled digital sign on the street, offering free experience vouchers to nearby residents. In the first month, over 500 people participated, and 40% became paying members, directly increasing the center’s monthly income by 100,000 yuan. The organizer of a local music festival placed 50 posters and signs throughout the city a month before the event, attracting over 50,000 local attendees and increasing box office revenue by 30%.

Support for Promotions and Sales

A fast-food brand set up 5 large billboards along a highway with a daily vehicle flow of 200,000, resulting in a 25% increase in store sales during the campaign. The return on investment for the advertising was over 400%. Shelving signs with special offer information can increase sales of products by 15%-30%. In Walmart stores, the average cost of producing promotional signage is only 10 yuan per sign, but it leads to an average increase of 200 sales per product.

McDonald’s used electronic screens in its menus to dynamically display promotional products, increasing the proportion of consumers choosing promotional combos by 20%, with average order values rising by 10%. The cost of these dynamic display devices is around 5,000 yuan each, but the long-term sales increase gives them an ROI of 600%. A large shopping mall installed 10 electronic signage screens at its entrances, extending customers’ average dwell time by 30 minutes, and increasing overall sales by 20%. The initial investment in this equipment was 300,000 yuan, but the mall recouped its costs within 3 months.

A mobile phone brand set up 20 billboards around the city before a major exhibition to promote its limited-time offers, resulting in a 50% increase in sales during the exhibition. The average cost of each billboard placement was 10,000 yuan, but the additional revenue from the event exceeded 2 million yuan. A convenience store chain placed price tags on discounted drinks in its in-store coolers, selling an extra 30,000 bottles of drinks in one month, increasing sales by 15%. The cost of these tags was less than 200 yuan.

A clothing brand set up holiday-themed signage outside its stores during Christmas, increasing the number of consumers participating in activities by 40%, and sales during the holiday period grew by 25%. Each sign cost 3,000 yuan. An electronics brand set up large-scale interactive signage during a product launch event, and the brand’s pre-order volume accounted for 30% of total sales. The installation cost of this signage was about 50,000 yuan, but the sales it generated exceeded 5 million yuan.

A local supermarket launched a limited-time offer on the weekend and attracted customers with discounted signage outside the store. The customer traffic on the day of the event increased by 50%, and daily sales rose by 20%. The total cost of these signs was under 5,000 yuan. Some high-end brands have installed smart signage screens in their stores, with personalized promotions increasing sales of specific products by 35%. These smart signs cost about 20,000 yuan each.

Signage

Providing Directional Guidance

In public places, 70% of customers rely on signage to find the services they need, and clear directional guidance can reduce navigation time by more than 30%. In a shopping center with a daily foot traffic of 50,000, adding 20 navigation signs increased the average shopping time by 15 minutes, resulting in a 12% increase in overall sales. On U.S. interstate highways, an average of three traffic signs per mile helps increase vehicle efficiency by 10%-15%, while reducing traffic accidents caused by unclear guidance, with accident rates dropping by 20%.

Beijing’s subway system installed detailed route maps and directional signage at station entrances, reducing passengers’ time to find the correct exit by 50%. An international hospital installed 200 floor navigation signs in its 15-story building, reducing the average time patients spent finding the correct department by 40%, with 89% of people satisfied with the signage system.

A large shopping mall revamped its navigation system, setting up interactive electronic maps at its main entrances. Customers’ average shopping time increased by 20 minutes, while sales at target stores grew by 18%. The initial investment in this high-tech guidance system was 500,000 yuan, but the mall recouped the costs within 6 months through increased sales. A famous tourist spot set up clear directional signs every 200 meters along its main routes, which increased visitors’ average touring time by 1 hour and reduced complaints by 30%. The cost of each sign was 500 yuan.

A university with a 500-acre campus built a comprehensive signage system, including 300 directional signs and maps. This system helped freshmen and visitors reduce their time lost by 50%. The production and installation cost of each sign was 2,000 yuan, with the total cost less than 1 million yuan. At Singapore’s Changi Airport, the installation of approximately 5,000 detailed directional signs reduced passengers’ average time from landing to finding their boarding gates by 15 minutes, with 92% of passengers satisfied.

A luxury hotel chain installed clear directional signage and maps in its resorts, improving customer satisfaction by 25%. Each sign’s installation cost was about 1,500 yuan, with a total investment of less than 200,000 yuan. A high-tech park set up 1,000 directional signs to help visitors quickly find target companies and meeting rooms, reducing their average navigation time by 50% and boosting customer satisfaction by 30%. The total investment in signage was 2 million yuan.