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Secondary Commercial Signs

Secondary commercial signs are more important to the overall success of a site than most people realize. These signs support your primary sign. They

Bright awnings attract attention.
Awnings can increase conspicuity.

often add information or catch the eye.  Examples of secondary signs include window graphics, entrance and exit signs, and sidewalk signs. These signs can significantly improve your site recognition and therefore your sales.  A survey of business owners and managers showed that they believed that adding signs along with other improvements directly impacts sales.

Secondary Commercial Signs Improve Conspicuity

Secondary signs often catch the eye of passers by.  As they scan their environment while driving or walking a secondary sign gives you another chance at being noticed.  Adding a sign at eye level or even knee level captures the attention of people that miss or are not at first interested in your main identification sign. Creativity comes in handy when codes are restrictive.  For instance, awnings can help create an atmosphere and draw attention as much as an additional sign.


Getting to the bottom line, one study found that entrance and exit signs at the driveways improved sales at a site by 5%. If you can expect a 5% sales increase simply by adding these inexpensive signs at your driveway, shouldn’t you do it immediately?  Almost all businesses managers make more expensive investments for much smaller returns.

Downtown signs
An opportunity for secondary commercial signs.

In this picture what opportunities do you see for secondary signage?


Maybe window graphics, sidewalk signs, or a blade sign perpendicular to the building?  Even a small awning might add a splash of color that would attract attention.

Secondary Commercial Signs for Your Site

Spend some time looking at your site.  Approach it with fresh eyes.  Maybe in a zen way.  Look at it as a new pedestrian or motorist a few times.  What catches your eye?  Do you get more than one chance to notice your site?  Especially, how many times is your eye drawn to it? The opportunities to increase your revenue with secondary signs may jump out at you.



  • Posted November 11, 2018 at 5:05 pm | Permalink

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    • Daniel Guajardo
      Posted December 19, 2018 at 2:25 pm | Permalink

      Thank you for the kind words.
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