{"id":147521,"date":"2024-05-21T19:19:45","date_gmt":"2024-05-21T19:19:45","guid":{"rendered":"https:\/\/pizzatoday.com\/?post_type=topics&#038;p=147521"},"modified":"2025-08-21T08:50:31","modified_gmt":"2025-08-21T08:50:31","slug":"exterior-signs-sizzling-signage","status":"publish","type":"post","link":"https:\/\/pizzatoday.com\/news\/exterior-signs-sizzling-signage\/147521\/","title":{"rendered":"Exterior Signs: Sizzling Signage"},"content":{"rendered":"<h1>Signage proves to be a\u00a0slice of success for pizzeria exteriors<\/h1>\n<p class=\"p1\">Folks in the business say, \u201csignage is your handshake with the public, which is true in a lot of ways\u201d says John Yarger, president and CEO of North American Signs in South Bend, Indiana. <a href=\"https:\/\/pizzatoday.com\/topics\/operations\/exterior-signage-whats-your-sign\/\" target=\"_blank\" rel=\"noopener\">Exterior signage<\/a> tells the world who you are and where you are.<\/p>\n<p class=\"p3\">Randy Rice, owner of Signs Now in Mundelein, Illinois, advises pizzeria operators to \u201capproach signage almost like it\u2019s another employee. It&#8217;s out there, it&#8217;s always advertising, it&#8217;s letting people know that you are open and in business.\u201d<\/p>\n<p class=\"p3\">Signage matters, as these statistics from the <a href=\"https:\/\/signresearch.org\/research\/\" target=\"_blank\" rel=\"noopener\">Sign Research Foundation<\/a> indicate:<\/p>\n<ul>\n<li class=\"p3\">54 percent of American consumers have failed to find a business because the sign was too small or unclear.<\/li>\n<li class=\"p3\">60 percent of businesses reported average sales increases of 10 percent or more by adding or updating their signs.<\/li>\n<li class=\"p3\">Lower-performing stores benefitted the most from changes to signage, such as the addition of a sign to a building that previously didn\u2019t have one.<\/li>\n<li class=\"p3\">Just one additional sign yielded sales increases of 4.75 percent, an impact greater than that brought on by a larger building, longer hours of operation or location longevity.<\/li>\n<li class=\"p3\">Modifying signs led to a 5 percent weekly sales increase for many stores; underperforming stores saw weekly sales increase by 15 percent.<\/li>\n<\/ul>\n<p class=\"p3\">Your exterior signs serve many roles, says Yarger. They index your location in the minds of the public; they establish the identity of your restaurant, whether high-end or family style; they\u2019re an image and brand-reinforcement<br \/>\nopportunity.<\/p>\n<h2>Exterior Signage Best Practices<\/h2>\n<p class=\"p3\">Here\u2019s expert advice about best practices.<\/p>\n<h4 class=\"p4\"><span class=\"s2\"><b>Partner with your sign purveyor <\/b><\/span><\/h4>\n<p class=\"p3\">You can expect much more from your sign vendor than simply making and installing signs. Most sign vendors offer in-depth service to ensure your signage success.<\/p>\n<p class=\"p3\">\u201cSign companies are experts in every facet of signage, from the graphic design (and many sign companies have designers on staff) to the materials. They can assess the specific location and recommend the best type of sign. They can design, fabricate, install and maintain it for years to come. And they can help secure the permits needed to get the sign installed,\u201d says Alicia Auerswald, senior vice president of the International Sign Association.<\/p>\n<p class=\"p3\">\u201cWe want to understand what you need, what you want to accomplish, and we want to be a part of your process, part of your success,\u201d says Rice.<\/p>\n<p class=\"p3\">Yarger points out that \u201cmost sign companies provide maintenance as a service.\u201d This can include upgrading to money-saving LEDs, replacing ballasts or other failed electrical components, and even cleaning \u2013 which can be a serious undertaking on high signage.<\/p>\n<p class=\"p3\">For these reasons, it\u2019s important to bring your sign vendor onboard as early as possible and benefit from their expertise from square one.<\/p>\n<h4 class=\"p4\"><span class=\"s2\"><b>Audience and goals<\/b><\/span><\/h4>\n<p class=\"p3\">Like with any advertising endeavor, you should have a clear picture of both your audience and your goals. Consider whether you\u2019re trying to catch the eye of pedestrians, transit riders, cyclists, local drivers or freeway drivers. Are you a new business trying to make a big splash, or do you just want to ensure that folks who phone in for pickup can find you? Do you want your sign to change peoples\u2019 ideas about what kind of pizzeria you are?<\/p>\n<p class=\"p3\">Now you\u2019re ready to design your signage. Christopher Stanley, art and design instructor at Montgomery County Community College in Pennsylvania, cites these four factors to consider: simplicity, size, location and basic color theory.<\/p>\n<h4 class=\"p4\"><span class=\"s2\"><b>Simplicity<\/b><\/span><\/h4>\n<p class=\"p3\">\u201cYou don\u2019t want anything too complicated or busy, especially if it\u2019s for people driving by,\u201d says Stanley. Too much information or elaborate typefaces can be too confusing to grasp at a glance. \u201cSimple and bold is the best way to go, with just enough information to give the customer an idea of the business and an interest to come in and check it out.\u201d<\/p>\n<p class=\"p3\">Rice agrees that readability is paramount. \u201cSometimes people get a fancy font and it looks really spiffy on their computer screen, but when it\u2019s over their door or window, people have a hard time reading it.\u201d<\/p>\n<p class=\"p3\">Consider your goals. If most of your business is phone-in orders, emphasize your phone number. If online business is a big segment for you, you might prioritize your website. Make sure every word and image counts.<\/p>\n<h4 class=\"p4\"><span class=\"s2\"><b>Color Theory<\/b><\/span><\/h4>\n<p class=\"p3\">Stanley emphasizes that good contrast is critical to readability. \u201cHow do the colors look at five, 10, 15 feet? How do they look in the daytime? How do they look at nighttime? Do the exterior lights or the random streetlights affect the colors and make it difficult to understand the sign?\u201d<\/p>\n<p class=\"p3\">Your color choices will be dictated by existing branding unless you\u2019re a brand-new business.<\/p>\n<p class=\"p3\">Rice points out that \u201ccertain color combinations, like the reds, the oranges, usually indicate food.\u201d Check out the best-known food brands and you\u2019ll see how popular red, yellow and orange are: McDonald\u2019s, Burger King, KFC, Pizza Hut, Chipotle, Arby\u2019s, Dairy Queen, Denny\u2019s, Sonic, and Hard Rock Caf\u00e9 are all examples. The red, green and white colors of the Italian flag are also very popular among pizzerias.<\/p>\n<h4 class=\"p4\"><span class=\"s2\"><b>Size<\/b><\/span><\/h4>\n<p class=\"p3\">\u201cHow close do you need to be to see it?\u201d asks Stanley. \u201cMake sure that people have time to see it before they pass it. You are not only going to have cars driving by, but also people walking, riding bikes, et cetera, so size is an important factor for all potential customers.\u201d Talk to your sign vendor and local building department about size restrictions.<\/p>\n<h4 class=\"p4\"><span class=\"s2\"><b>Location<\/b><\/span><\/h4>\n<p class=\"p3\">Stanley reminds that \u201cit&#8217;s important that people can see it from multiple directions. Maybe it looks good coming down 3rd Street, but coming from Main Street, there&#8217;s a big tree blocking it or some other obstructions. Make sure it can be seen in every direction, especially in high-traffic areas&#8230; but don&#8217;t cut the tree down.\u201d<\/p>\n<p class=\"p3\">In the case of monument signs (large three-dimensional signs at around eye level) and post signs (large signs on tall posts), \u201cthose are typically standalone signs by the roadways, so you want to position those near entrances and exits so that people driving can see them far enough in advance to be able to turn into your establishment,\u201d advises Rice.<\/p>\n<p class=\"p3\">Always work in harmony with existing factors such as exterior street and building lights, architectural features, trees and landscaping.<\/p>\n<h3 class=\"p4\"><span class=\"s2\"><b>What\u2019s trending?<\/b><\/span><\/h3>\n<p class=\"p3\">\u201cThere are a lot of new materials in the sign industry,\u201d says Auerswald. \u201cThe neon look is back in a big way,\u201d generally imitated by LED lighting. Digital displays and graphic wall wraps are both versatile and popular. She points out these can be heavily regulated, so do your due diligence.<\/p>\n<p class=\"p3\">Another trend is designing exterior signage with selfies in mind. If social media is your jam, make it easy for people to pose in front of your name or logo.<\/p>\n<p class=\"p3\">Rice notes that \u201cpole signs seem to be going out of style\u201d and are often being replaced by monument signs.<\/p>\n<h3 class=\"p6\"><span class=\"s3\"><b>Common mistakes with Exterior Signage<\/b><\/span><\/h3>\n<p class=\"p3\">The main design mistakes are poor readability and location issues, such as not accounting for your sign being blocked by various obstacles.<\/p>\n<p class=\"p3\">\u201cOne mistake that we often see new companies make is waiting until far into the process to even think about signs,\u201d says Auerswald. \u201cIf a new pizza place is working on a business plan to secure a loan, chances are good that they\u2019ll need to show they\u2019ve thought about signage as part of that business plan. But merely putting it into a plan isn\u2019t enough. Engage the sign company and get them started. It is a major aspect of your brand\u2014and many sign companies can be backed up for weeks.\u201d<\/p>\n<p class=\"p3\">She also emphasizes that it\u2019s critical to bring your sign partner into the conversation early, because they\u2019re so knowledgeable about local regulations, available options, and more. Engaging with your sign vendor after the design process is less efficient.<\/p>\n<p class=\"p3\">Auerswald urges operators to consider safety and engineering requirements, particularly if the exterior sign is freestanding on a pole. \u201cWork with a quality sign provider to ensure that your sign is safe. And continue regular maintenance on that sign to ensure it stays in good working order. Having a sign in disrepair tells a story, too.\u201d<\/p>\n<p class=\"p3\">\u201cSigns continue to be one of the best values in advertising,\u201d says Yarger. \u201cWhile the cost of a sign may seem high, if you amortize it out over the number of people going by your location, the traffic count and the other types of advertising that you pay for, signs are actually a really good deal.\u201d<\/p>\n<p class=\"p1\"><span class=\"s1\"><strong>Annelise Kelly<\/strong><span class=\"Apple-converted-space\">\u00a0<\/span>is a Portland, Oregon-based freelance writer.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Signage proves to be a\u00a0slice of success for pizzeria exteriors Folks in the business say, \u201csignage is your handshake with the public, which is true in a lot of ways\u201d says John Yarger, president and CEO of North American Signs in South Bend, Indiana. Exterior signage tells the world who you are and where you [&hellip;]<\/p>\n","protected":false},"author":13,"featured_media":147533,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","inline_featured_image":false,"footnotes":""},"categories":[3236],"tags":[413,2766],"topic":[3255],"class_list":["post-147521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-branding","tag-exterior-signage","topic-brand-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Exterior Signs: Sizzling Signage - Pizza Today<\/title>\n<meta name=\"description\" content=\"Exterior Signs for businesses ROI, restaurant signage best practices, sign trends, common mistakes with signage, restaurant signage examples.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pizzatoday.com\/news\/exterior-signs-sizzling-signage\/147521\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Exterior Signs: Sizzling Signage\" \/>\n<meta property=\"og:description\" content=\"Exterior Signs for businesses ROI, restaurant signage best practices, sign trends, common mistakes with signage, restaurant signage examples.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/pizzatoday.com\/news\/exterior-signs-sizzling-signage\/147521\/\" \/>\n<meta property=\"og:site_name\" content=\"Pizza Today\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/PizzaToday\" \/>\n<meta property=\"article:published_time\" content=\"2024-05-21T19:19:45+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-08-21T08:50:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/pizzatoday.com\/wp-content\/uploads\/2024\/05\/Signage.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Denise Greer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@PizzaToday\" \/>\n<meta name=\"twitter:site\" content=\"@PizzaToday\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Denise Greer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/pizzatoday.com\/news\/exterior-signs-sizzling-signage\/147521\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/pizzatoday.com\/news\/exterior-signs-sizzling-signage\/147521\/\"},\"author\":{\"name\":\"Denise Greer\",\"@id\":\"https:\/\/pizzatoday.com\/#\/schema\/person\/8560dc107c04b8f503911f3ee557039b\"},\"headline\":\"Exterior Signs: Sizzling Signage\",\"datePublished\":\"2024-05-21T19:19:45+00:00\",\"dateModified\":\"2025-08-21T08:50:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/pizzatoday.com\/news\/exterior-signs-sizzling-signage\/147521\/\"},\"wordCount\":1445,\"publisher\":{\"@id\":\"https:\/\/pizzatoday.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/pizzatoday.com\/news\/exterior-signs-sizzling-signage\/147521\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/pizzatoday.com\/wp-content\/uploads\/2024\/05\/Signage.jpg\",\"keywords\":[\"branding\",\"exterior signage\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\",\"copyrightYear\":\"2024\",\"copyrightHolder\":{\"@id\":\"https:\/\/pizzatoday.com\/#organization\"}},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/pizzatoday.com\/news\/exterior-signs-sizzling-signage\/147521\/\",\"url\":\"https:\/\/pizzatoday.com\/news\/exterior-signs-sizzling-signage\/147521\/\",\"name\":\"Exterior Signs: Sizzling Signage - 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