One way to attract more walk-in customers is through powerful and effective signage. Think of your restaurant signage as the first impression you give to potential diners. Good signage can draw people in, create curiosity, and show them what they can expect inside. In this post, we’ll dive into the benefits of using eye-catching signs and share tips on how to create signage that truly stands out.
What is Signage in a Restaurant?
Signage is any type of graphic display that communicates a message. For a restaurant, signage includes everything from your main signboard to smaller signs showing daily specials. Your signage serves as a “silent salesperson” for your restaurant. It can invite people in, share details about your brand, and help customers remember you. According to a survey by the Sign Research Foundation, 76% of consumers have entered a store or business based on its signs alone. This means well-designed signage can directly bring in more walk-in customers.
What is The Main Purpose of Signage?
The primary purpose of restaurant signage is simple: to communicate with potential customers. Your signage helps people learn about your restaurant’s theme, menu, or values. For example, a sign with bright colors and a fun font can convey that your place is casual and friendly. If it looks clean and stylish, customers may expect a more upscale experience. Signage also helps customers find your location, especially if your restaurant is tucked away in a busy street or hidden in a corner.
Additionally, good signage builds brand recognition. Just like logos and colors can make people think of famous brands, a memorable restaurant sign can make customers remember your place the next time they’re hungry.
Choose the Right Color for Restaurant Signs
Color choice is essential in creating effective restaurant signage. Certain colors are known to affect mood and decision-making. 85% of shoppers say color is the primary reason they decide to buy a product. Let’s look at some colors and how they can influence customer perceptions:
- Red: Red is a popular choice for restaurants because it’s associated with excitement and energy. Red can also increase heart rate and appetite, which may encourage people to walk in and eat.
- Yellow: Yellow is warm, friendly, and eye-catching. It’s a great color for attracting attention from a distance and gives off a sense of cheerfulness.
- Green: Often associated with health and freshness, green is ideal for vegan or health-focused restaurants.
- Blue: While less common, blue conveys calmness and reliability. It’s best suited for seafood restaurants or places that want to appear calming.
Studies show that red and yellow together are particularly effective for food establishments as they trigger hunger and grab attention.
Design Tips to Make Your Signage Stand Out
Here are some practical tips to help you design restaurant signage that brings in more foot traffic.
1. Keep It Simple and Clear
Your sign should communicate your message in seconds. Use simple language, and clear fonts, and avoid clutter. Potential customers are often walking or driving by, so your message should be easy to read from a distance. Avoid overly complex fonts that make your sign hard to read. A study by the Small Business Administration found that 60% of businesses believe that clear, easy-to-read signage directly impacts their sales positively.
2. Choose High-Quality Materials
Durability matters. Since your restaurant signboard will face weather and sunlight, choose high-quality materials that won’t fade or crack easily. Outdoor signs need materials that can withstand rain, heat, or cold. Investing in durable signage can be more cost-effective over time, as you won’t need to replace it as often.
3. Use Lighting to Highlight Your Sign
Lighting can make a huge difference, especially if your restaurant operates in the evening. A well-lit sign will attract people’s attention even from a distance. Neon lights or backlit signs create a warm glow that makes your restaurant look inviting. According to a survey, 41% of small business owners said that lighted signs helped them attract more customers, especially at night.
4. Make Use of Digital Signage
Digital signage is growing in popularity as it allows you to change your message frequently. For instance, if you want to promote a special deal or new menu item, digital signage lets you do this without any hassle. Studies indicate that digital signs capture 400% more views than static signs. They also offer flexibility—you can adjust messages based on the time of day or specific events.
5. Highlight Unique Selling Points
Your signage should reflect what makes your restaurant unique. If you’re known for organic ingredients or a signature dish, mention it on your signboard. Try phrases like “Freshly Caught Seafood Daily” or “Home of the Famous Spicy Burger.” Research by Nielsen found that 67% of people remember signs that highlight a specific product or feature. This helps potential customers remember you and may entice them to come in.
Use Signs for Promotions and Deals
Promotional signage is highly effective for attracting new customers. A clear, well-placed sign promoting a discount or daily special can be just what someone needs to decide on your restaurant. You can use small chalkboards, window clings, or banners to promote deals. Data shows that 82% of consumers made unplanned purchases after seeing a special offer or promotion sign, showing how much impact these simple promotions can have.
The Placement of Your Signage Matters
Where you place your signage is as important as the design itself. Make sure your signboard is easy to see from the street or sidewalk. Place signs at eye level or a bit above to ensure they’re not missed. For larger signs, such as banners, choose a height and angle that’s visible from a distance. Keep in mind that 60% of businesses saw an increase in customer foot traffic by placing their signs strategically.
Keep Your Brand Consistent
Consistency in branding is crucial for any business. Make sure the color scheme, logo, and fonts you use for signage align with the rest of your branding. When everything from your website to your menus follows a consistent theme, it reinforces your brand identity. People will start recognizing your brand even if they only pass by your restaurant a few times.
Use Directional Signage if Needed
If your restaurant is located off the main street or in a complex, use directional signage. These signs can lead potential customers to your location by providing arrows or specific directions. Many restaurants lose out on customers because people can’t easily find them, so don’t underestimate the power of a simple directional sign.
Try experimenting with different types of signs to see what gets the best response. You can test different messages, designs, or promotions and track how much customer traffic you receive. Ask customers for feedback to understand what catches their eye the most.
To sum it up, well-designed and strategically placed signage can be a powerful tool to attract walk-in customers to your restaurant. From using bold colors like red and yellow to testing digital signage and lighting, each small detail can help you stand out and invite more people to try your food. Data reveals that 50% of people who walk by a sign remember it later, and many are likely to return.
So, don’t overlook your restaurant’s signboard—it’s an important investment in your marketing strategy that can help you gain a steady stream of new walk-in customers.
