Graphics and signs can have a tremendous impact on a brand’s success. Whether you're establishing a startup or rebranding an existing entity, it’s essential to invest in quality graphics and signage to draw attention to your brand and maintain existing customer relationships. Here’s what you need to know about the role of signs and graphics and what factors to consider when designing them.  

How Graphics & Signage Represent Your Brand 

The imagery, fonts, and colors you select for branding materials can signify what your company is all about, including your values, culture, and the types of products or services you provide. These can help you stand out from the competition and appeal to prospective clientele, because they indicate to customers that you take your business and their opinions seriously.


Once prospects become patrons, your branding materials will serve as a reminder of why your business is different. By establishing brand recognition, you can foster a sense of connectedness, trust, and credibility with customers. Consider brands like Starbucks® and McDonald’s®; both companies have universally recognizable signs and graphics. Before you walk into any one of these stores, you know what to expect of their offerings. This recognition encourages brand loyalty and the likelihood of word-of-mouth referrals.

Signs can also be a cost-effective marketing strategy. Compared to other methods, such as newspaper or TV ads, signs tend to cost less long-term and can potentially reach the same number of prospective customers, particularly if placed in a high-traffic location. 

Features of Great Signage & Graphics 

The best graphics and signage are eye-catching and immediately recognizable. They should incorporate the same colors, fonts, and imagery consistent in your other marketing materials, for a cohesive brand presentation. Signs and graphics should also be easy to read and clearly convey the necessary information, such as your business name and contact information.

When designing, consider location, purpose, and audience. Your storefront sign, for example, may look somewhat different than vehicle graphics, interior signage, or a display at a trade show.


If you’re a business owner looking to improve your signage or advertising, turn to Cool Touch Graphics in Saint Charles, MO. This company is owned by a husband-and-wife team and serves clients across Greater St. Louis. They provide a broad array of graphic design services, from signs and fleet graphics to commercial interior design. Call (636) 447-6668 to speak with a friendly team member, or visit the website to learn more about their services and request a quote.