Signage can affect customer behavior – here’s how
Business signage can directly influence whether consumers notice, trust and purchase from a retailer.
More than eight in 10 (84%) surveyed U.S. consumers say signage impacts their decision to purchase from a business. In addition, four in 10 (39%) respondents to a new national survey conducted on behalf of sign franchise Signarama by The Harris Poll have entered a business solely because of its sign and 26% say a business's signage has directly encouraged them to recommend the business to others.
The survey of more than 2,000 U.S. adults found that 91% of respondents say an easy-to-read font is important when deciding whether to shop at a business and nearly nine in 10 say the quality of a business's sign and its visibility from the street are important (89% each), while 84% say an attractive sign matters.
Conversely, poor signage can create obstacles to purchase. The survey found that 41% of respondents have been unable to locate a business because its sign was difficult to read and 17% have chosen not to enter a business because of its sign.
Signage influence on customer opinion and behavior
The survey found that business signage can have the following impacts on brand recognition, professionalism, customer trust and purchasing behavior:
- 93% of respondents say a business's signage impacts whether they remember the business.
- 91% say signage impacts a business's ability to stand out from competitors.
- 90% say signage impacts whether they view a business as professional or high-quality.
- 84% say signage impacts their decision to purchase from a business
- 82% say signage impacts their trust in a business.
Sign innovation pays dividends, but…
Three in four (74%) respondents say recent sign innovations enhance the way businesses communicate with potential customers, while 73% agree these innovations make businesses more effective at capturing attention.
[READ MORE: Janie & Jack replacing static signage with static displays]
However, 79% of respondents caution that businesses with too many signs can create confusion, while 75% say chaotic or difficult-to-read signs make a business appear less credible.
Traditional storefront signs have a place
Nearly two-thirds of respondents (63%) say a main storefront sign is among the types of signage most likely to catch their attention when noticing a business for the first time. Storefront signs also ranked as the most effective signage format for:
- Attracting consumers' attention.
- Making a business appear professional.
- Helping consumers locate a business.
- Encouraging customers to enter.
- Helping consumers remember the business later.
"Every sign is an opportunity for a business to communicate who it is and what customers can expect," said Ray Titus, CEO of Signarama parent United Franchise Group. "For many businesses, signage is the first point of contact with a potential customer. It can build recognition and confidence before someone ever walks through the door."
The survey was conducted online within the U.S. by The Harris Poll on behalf of Signarama from July 9-12, 2026, among 2,007 adults ages 18 and older.
