Practical Guides

Common Shop Sign Mistakes and How to Avoid Them

Use these simple checks to avoid sign problems with wording, size, measurements, permissions, fitting and care.

A sign can look just right on a computer and still cause trouble once it is on the wall. The letters may be too small from the pavement, the door may hide an important message or the sign may not fit the space. Many of these problems can be caught before anything is made. A little planning helps you avoid paying for changes or ending up with a sign customers cannot use. This guide covers common mistakes business owners can check for, from unclear wording to fitting access. Keep it nearby when you talk with a sign maker and look through the final drawing.

Mistake one: starting without a clear reason

“We need a new sign” is a start, but it does not say what the sign should do. Do you need to show the shop name, help people find the door, explain an offer or guide customers to a counter? If the sign has to do all of those jobs, it can become crowded. Write down who needs to read it, where they will stand and what you want them to know. Then decide which details belong on the main sign and which can go on a window or a smaller notice.

Do not copy another business without checking whether its shopfront is like yours. A wide, sunny wall is different from a narrow doorway on a shaded street. Take a clear photo from the customer’s approach and note the rough size of the space. Tell the sign maker which words must be there and which are optional. That gives them room to make a clear sign instead of squeezing every idea onto one board.

Mistake two: trying to fit in too many words

When every message looks important, a customer may not know what to read first. A shop name, slogan, list of services, phone number and opening hours can quickly fill a sign. Decide what someone passing by needs to know in a quick glance. Put details that need a closer look on a window, menu or separate notice. The main sign does not have to answer every question a customer could ever ask.

Look at the words from the place where people will see them. A small message may look fine on a laptop but be hard to read several metres away. Ask for a drawing placed over a photo of the building and check it at the size it will really be. If the letters are too thin or too close together, simplify the design. Taking away extra words often works better than making everything smaller.

Mistake three: choosing a look before checking the place

A colour or material you like may not show up well on your wall. Look at the wall, the light, nearby signs and how much space there is. Ask for a sample if the finish matters. Check how the sign will attach, especially if you want to use a wall that already has an old sign on it. Do not assume that an old fixing can safely hold a different or heavier sign.

Think about whether lights will help. A lighted sign may be useful for a business open after dark, but it needs power and may need care. It can also cause glare. A sign without lights may be easy to see in a bright daytime street. Raised letters stand out from the wall, but they need secure fixings too. Compare how each choice looks and what it needs before deciding.

Take pictures from both directions people approach. A sign that looks clear from one side may be hidden from the other. Check the view with trees, parked vans or window reflections in mind. Ask the sign maker to explain how the proposed material and fitting suit the actual place. A good answer should talk about your shop, not just show a sample that looks attractive.

• Use photos taken from where customers approach.
• Ask how the material suits the wall and weather.
• Check that the wall can hold the sign.
• Plan power and safe access for any lighted sign.

Mistake four: guessing the measurements or skipping checks

An old drawing or a quick guess may not match the shop today. Measure the space where the sign will go and note anything in the way, such as windows, lights, pipes, doors and uneven walls. Record where the sign should sit, not only the total width of the shopfront. A photo with a tape measure can help explain the space, but a visit may be needed if the wall or fitting is hard to judge.

Check every part of the wording too. Make sure the business name, phone number, web address, opening hours and prices are right. Send a clear logo file if you have one. Read the final drawing slowly, then ask someone else to check it. A second reader may notice a missing letter or wrong number that the person who wrote it has seen too many times.

Mistake five: forgetting permission and fitting access

A drawing you like does not automatically mean you can fit the sign anywhere. If you rent, check your lease and ask the building owner what is allowed. Some buildings or locations may need another kind of permission. Ask the property manager or the right local office before the sign is made if you are unsure. Do not assume a nearby business has permission just because it has a similar sign.

Think about how workers and equipment will reach the wall. Ask about fitting times, deliveries, parking, keys and any building rules. A narrow stair or small lift may affect how a large sign can be brought inside. Tell the sign company who to contact at the site. Electrical work or special permissions may need another qualified person, so agree who is handling each part before choosing a fitting date.

If customers will be coming in while work happens, ask how the entrance will stay safe and clear. A sign may need to be fitted before opening or at a time the shop is quieter. Make a simple plan with the installer and the building manager. Knowing the plan in advance helps prevent a surprise delay on the day.

Mistake six: treating each sign as a separate job

The main shop sign, window words and signs inside all affect what a customer sees. If each one is made without looking at the others, they may use different names, colours or directions. Look at the whole visit: what does someone see from the street, at the door and once inside? Use the same name for the same place, and make sure one sign does not cover another.

Check the view from both sides of the street and for people walking as well as people in cars. A sign may be hidden behind a canopy or look too close to a neighbouring building. If customers come from two directions, a sign facing only one way may not help everyone. A photo from straight in front cannot show every view, so take a few pictures from the real approach routes.

Mistake seven: stopping checks once the sign is fitted

A drawing cannot show every detail of the finished sign. Colours may look different on the real material, raised letters may cast shadows and window reflections may cover small words. Ask what the drawing does and does not show. Check the final words, size, material and fitting plan together. If the sign has lights, ask how it will look when they are on, not only in a daytime picture.

After the sign is fitted, look at it from the place a customer would stand. Check that the words are right, that the sign is in the agreed place and that nothing blocks it. If something does not match the drawing, take a photo and contact the installer promptly. Keep the care notes and supplier details where you can find them. A quick check confirms that the sign people see is the sign you agreed to.

The sign still needs attention later. Check for dirt, fading, loose edges, damaged fittings or lights that no longer work. Remove temporary messages when they have ended and update opening times when they change. Follow the maker’s cleaning advice, especially for special finishes or window film. Do not climb on shelves or do risky work at height to clean a sign. Ask someone trained if the sign cannot be reached safely.

When planning a new sign, ask whether a small panel or part can be changed without replacing everything. Keep the final drawing and fitting notes in your business records. London Signage can help businesses think through the sign, the shopfront and fitting needs before work begins. Share a photo, the words you need and any access concerns while the plan is still being made. Clear information and a careful final check can prevent many avoidable problems before they reach your shop. Taking these steps early gives you more time to make a change while it is still easy and protect your time.

Commercial Signage London — Talk through the design, place and fitting before work begins.

Talk with London Signage — Share your shop photo and the sign you are planning.

Ask for a sign quote — Send your wording and details about the fitting place.

Questions about common sign mistakes