Signs are so widespread we hardly notice them. That is until we're looking for one and then we only note that in passing. We don't realize their effect on us, which is one reason why they're so effective. If you only want to sustain your business then just maintain your customer base. But if you want to grow your business, you must increase your customer base. The quickest, easiest and most economical way to attract new customers is with signage.

Research indicates that 85% of your customers live or work within a five-mile radius of your business. But according to the U. S. Census Bureau, 18.6% of the population relocates annually. When driving to and from work, school and shopping, they pass your location some 50 to 60 times a month. Your sign should be designed so that it commands their attention every time they pass.

When your business is the first one that comes to mind as a place to find a product or service, you have achieved what is called "top-of-mind awareness." Top-of-mind awareness is built and reinforced through repetition. Additionally, the name of your business, your logo, company colors, catch phrase, etc., should be consistent on your sign, your letterhead, business cards and print ads. All these coordinated efforts build recall and recognition and help brand your business in the mind of the consumer.

Ref: International Sign Association