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An effective digital marketing plan is key to business success today, but companies shouldn't neglect their signage strategy either. Studies show that signage can have more of an impact on a potential customer than any newspaper ad or direct mail campaign ever could.

Business signs serve the primary function of providing information that assists receivers with decision-making based on that information, whether that be product/service offerings, prices and promotions or directions (e.g. http://sqworl.com/egbv19 turn right on Main Street"). They may also promote events or sales and act as "silent salesmen", drawing in unplanned foot traffic through impulse stops.

Effective business signage combines legibility, consistency, and visual appeal to establish brand recognition and convey a lasting impression of a company or product. Font size, number of characters per line of text and use of color all affect readability while graphic elements add interest while communicating key points quickly.

Signs represent the public face of businesses and serve as a direct reflection of the work produced, so care must be taken in selecting one which showcases all that your company can offer.