What is Retail Signage? Materials, Types, and Solutions
Why Signage Still Drives Sales (Even in 2025)
Despite the growth of e-commerce, most purchases still happen in-store. More importantly, many of those decisions are made at the shelf, not before. Good signage influences those decisions by:
- Drawing attention: A clean, strategically placed display breaks through the visual noise.
- Reducing friction: When shoppers instantly understand what something is, they're more likely to buy it.
- Creating urgency: "Limited time" or promotional messaging speeds up decisions.
- Improving navigation: Shoppers can find what they need or what they didn't know they needed
faster.
Retail signage isn't decoration. It’s a functional sales tool.
Types of Retail Signage
Here’s a breakdown of the signage formats that matter, based on how and where they’re used:
Outdoor Signage
Used to attract foot traffic or mark your presence from a distance. Think window graphics, A-frame signs, exterior banners, and lightbox signs.
Indoor Signage
Helps structure the in-store experience and build brand visibility. These are things like aisle violators, shelf strips, category headers, wall-mounted signs.
Promotional Signage
Short-term signage focused on pricing, urgency, or product launches. Price cards, “new item” graphics, and limited-time offer callouts fall into this category.
Floor & Wayfinding Signage
Used to guide traffic flow or draw attention to specific areas. Floor decals, directional arrows, and “You Are Here” signage are good examples.
Countertop Displays
For last-touch decisions. Often small-format, high-visibility units. Look for display risers, shelf-talker signage, or freestanding units.
Digital Signage
Screen-based content that rotates through messaging, offers, or branding.
Examples of
digital signage typically include endcap screens, menu boards, interactive tablets.
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