A well placed sign on the street is more than just decoration, it’s your business’s handshake with the world. For cafes, boutiques, and studios, sidewalk signs are one of the most powerful tools for turning a casual passerby into a loyal customer. They grab attention, communicate your brand’s personality, and can directly increase your daily sales.
The key is to use them effectively. A great sign is a blend of smart design, clear messaging, and durable construction. Let’s explore how to make your sidewalk signs work harder for your business.
What Exactly Is a Sidewalk Sign?
Before we dive in, let’s clarify the terms. You might hear them called sidewalk signs, A frame signs, sandwich boards, or pavement signs. While they often describe the same thing (a portable, freestanding sign), there are subtle differences. “Sidewalk sign” is a broad term for any sign placed on a walkway. A “sandwich board” or “A frame” specifically refers to the classic two sided, hinged sign that stands on its own. These terms are mostly interchangeable, all serving the same goal: capturing attention at street level.
Why Sidewalk Signs Are Your Unsung Marketing Heroes
In a digital world, the power of a physical sign is often underestimated. Yet, the numbers tell a compelling story. A survey found that an incredible 76% of consumers have walked into a store they had never visited before based on its sign alone. That’s a huge opportunity for growth, driven by something as simple as a well crafted message on the pavement.
On the flip side, nearly 60% of consumers will avoid entering a business if it lacks clear signage. Your exterior signs, especially sidewalk signs that meet people at eye level, are crucial for making that vital first impression. They are also incredibly cost effective. Compared to traditional advertising, the cost per one thousand impressions for on premise signage is mere cents, making it a brilliant long term investment.
Choosing the Right Type of Sidewalk Sign
Not all sidewalk signs are created equal. The best choice depends on your business type, location, and how often you need to update your message.
The Classic A Frame Sign
The A frame sign is a versatile favorite for a reason. Its two sided design captures foot traffic from both directions, and its foldable nature makes it easy to store overnight. It’s perfect for a witty welcome message, a simple menu highlight, or your brand logo. A well designed A frame, like the minimalist Large Sidewalk Sign from George & Willy, combines portability with a professional look that elevates your storefront.
The Poster Sidewalk Sign
If your business relies on high quality visuals, like a retail store promoting a new collection or a gallery advertising an exhibition, a poster sidewalk sign is ideal. These signs are designed to hold and protect printed posters, allowing you to swap out beautiful, full color graphics with ease while keeping them safe from the elements. Prefer a softer silhouette? Try a Rounded Sidewalk Sign for a modern look that still stops traffic.
The Changeable Letter Board Sign
For businesses with dynamic offerings, such as restaurants with daily specials or coffee shops with a rotating menu, changeable sidewalk signs are a lifesaver. These might be chalkboards, whiteboards, or signs with slatted grooves for individual letters. They offer maximum flexibility, letting you update your message in minutes to announce a flash sale or a fresh batch of pastries. For a clean, ready to go option, consider the Letter Sidewalk Sign.
Heavy Duty and Wind Resistant Signs
For locations exposed to the elements, consider more robust options.
Springer or Swing Signs: These signs have a base with springs that allow the sign face to flex in the wind, preventing them from tipping over.
Water Base Signs: These have a hollow base that you can fill with water or sand for significant weight and stability.
Wheeled Signs: For large, heavy signs that need to be moved daily, a wheeled base offers portability without the strain.
Illuminated and LED Signs
To capture attention after dark, an illuminated sign is an excellent choice. Modern LED sidewalk signs are bright, energy efficient, and can make your message pop during evening hours, making them ideal for bars, restaurants, and businesses with late operating times.
Designing a Sign That Actually Works
An effective sign communicates its message in a split second. Here’s how to ensure your design hits the mark.
Keep It Short, Sweet, and Readable
A person walking by only has a few seconds to read your sign. Keep your message concise and to the point. Use large, clear fonts and high contrast colors (like white on black, or black on white) to maximize legibility. A good rule of thumb is to have one inch of letter height for every ten feet of viewing distance.
Viewing Distance |
Minimum Letter Height |
|---|---|
10 feet |
1 inch |
20 feet |
2 inches |
50 feet |
5 inches |
100 feet |
10 inches |
Reflect Your Brand’s Personality
Your sidewalk sign is an extension of your brand. Is your cafe cozy and rustic? A hand lettered chalkboard might be perfect. Is your boutique modern and sleek? A sign with crisp, clean typography will reinforce that image. Research shows that presenting a brand consistently can increase revenue by up to 33%, and that consistency starts at the curb.
Make It Professional and Error Free
A polished sign signals a quality business. In fact, 68% of consumers believe a store’s signage reflects the quality of its products or services. Typos, messy handwriting, or a faded, dirty sign can actively deter customers. Taking a moment to double check spelling and keep your sign clean is a simple way to build trust before anyone even steps inside.
Customization Options
While some businesses print directly onto signs, a more flexible approach is using a high quality blank sign and applying custom graphics with vinyl decals. This allows for professional, crisp branding that can be updated later if needed. You can work with a local signwriter to apply your logo or a permanent message to signs like those from George & Willy, which arrive blank and ready for your unique touch.
Materials, Durability, and Weatherproofing
Outdoor sidewalk signs need to withstand sun, rain, and wind. Investing in durable, weather resistant materials is crucial for longevity and maintaining a professional appearance.
Look for signs made from materials like powder coated aluminum or steel, which resist rust and fading. A sturdy sign not only looks better but also saves you money on frequent replacements. For extra stability outdoors, the Large Sidewalk Sign provides a heavier, weather resistant frame. Quality is a key focus for thoughtful brands like George & Willy, who use these robust materials to ensure their signage stands up to the elements and the rigors of a busy commercial environment. A well made sign is an asset that will continue to attract customers for years.
Placement, Legality, and Safety
Where you put your sign is as important as what it says. Follow these guidelines for effective and compliant placement.
Strategic Placement
Position your sign where it will be most visible to oncoming foot traffic, but be sure not to obstruct the walkway. Place it far enough from your entrance to catch attention from a distance, drawing people toward your door.
Legal and ADA Compliance
Always check your local city regulations regarding sidewalk signage to ensure you are compliant. Many municipalities have rules about:
Size: Maximum height and width allowances.
Placement: Required clearance on the sidewalk for pedestrian access. In the US, the Americans with Disabilities Act (ADA) requires a clear path of travel, often at least 36 inches wide.
Time: Restrictions on when signs can be displayed (e.g., only during business hours).
Permits: Some cities may require a permit to place a sign on a public sidewalk.
Safety and Security
A stable sign is a safe sign. To prevent your sign from tipping in the wind, choose a model with a low center of gravity and a solid weight. For A frame signs in windy areas, sandbags for A-Frame signs can provide extra security. To prevent theft, bring your sign inside every night. This also protects it from weather and vandalism, extending its life.
Pro Tips for Using Your Sidewalk Signs
Keep the Message Fresh: Regularly updating your sign’s message keeps it from becoming invisible to locals. A daily joke, a new special, a seasonal greeting, or a question encourages people to look at your sign every time they pass.
Track Your ROI: Test different messages and offers to see what works. Note if a specific promotion mentioned only on the sidewalk sign leads to an uptick in sales for that item. This helps you measure the sign’s direct impact.
Integrate with Other Signage: Your sidewalk sign is the first piece of a larger puzzle. Ensure its style, tone, and branding are consistent with your window displays, interior menus (such as a Magnetic Letter Menu Board), and counter signs for a seamless customer experience.
By focusing on clarity, quality, and creativity, your sidewalk signs can become your most effective and hardworking marketing tool.
Frequently Asked Questions About Sidewalk Signs
What should I write on my sidewalk sign?
Keep it brief and engaging. Announce a daily special, ask a fun question, share a witty quote, or clearly state a promotion (like “20% Off All Sweaters”). The goal is to pique curiosity and invite people in.
How do I make my sidewalk sign stand out?
Use a clean design, high contrast colors, and a compelling message. A unique shape, like a Standing Round Sign, or high quality materials can also help it stand out from generic signs. Less is often more; a simple, bold message is more effective than a cluttered one.
Are sidewalk signs effective for any type of business?
Yes, almost any brick and mortar business can benefit. They are especially effective for businesses that rely on foot traffic, including cafes, restaurants, bakeries, retail shops, salons, and fitness studios.
How do I keep my sidewalk sign from blowing over in the wind?
Choose a sign with a solid weight and a stable design, such as an A frame. Some signs are designed with weighted bases or can be secured with sandbags for A-Frame signs in very windy conditions.
Do I need a permit for a sidewalk sign?
This depends entirely on your local municipality. Many towns and cities have regulations regarding the size, placement, and duration for sidewalk signs. It is always best to check with your local business authority or city hall first.
