What a Faded Sign Says About You

I drive past a lot of signs. It's an occupational hazard. And I can tell you the ones that bother me most aren't the ugly ones. They're the ones that used to look good.

You know the type. The red that turned pink. The vinyl letters curling at the edges. The banner that's been zip-tied to the fence since two summers ago.

I own The UpScale Tech & Print, so I have a stake in this topic. The advice holds no matter who you hire.

What customers hear when they see it

The owner probably doesn't even notice anymore. You walk past your own sign a thousand times, and after a while you stop seeing it.

Your customers see it fresh every time. And a faded, peeling sign tells them a story, fair or not:

• "They don't pay attention to details."
• "Maybe business isn't going well."
• "If they don't take care of their sign, will they take care of me?"

The FedEx Office signage survey found that about two out of three consumers believe a store's signs reflect the quality of what it sells. About half said they're less likely to walk into a place with poorly made signs. That's a lot of customers to lose over something you can fix.

Why signs fade so fast

Most of the time it comes down to three things:

1. Cheap materials. Indoor-grade vinyl or ink used outside won't last a summer in direct sun.
2. No protection. Printed signs need a laminate or coating to hold up to UV light and weather.
3. The wrong product for the spot. A banner is great for a grand opening. It's not a permanent storefront sign.

Think of a monument sign that sits out in the elements all year: summer heat, rain and snow piled up around it. If it still looks clean, that's because it was built from materials meant to be outside.

How to buy a sign that lasts

When you're getting a sign made, from us or anyone else, ask these questions:

• What material is it? For permanent outdoor signs, ask about options like aluminum composite, cast acrylic or outdoor-rated vinyl.
• Is it laminated or UV-protected? If the answer is "no" or "what?", be careful.
• How long should it last outside? A good shop will give you a straight answer.
• Who installs it, and how? A great sign installed badly will still fail.

Spending a little more up front almost always costs less than replacing a cheap sign every year, and it saves you from looking tired while you wait.

Take a fresh look this week

Walk outside and look at your sign like a stranger would. Look at the corners and the colors. Look at it in bright sun. If it's not something you'd be proud to put in a photo, it's time.

You can read the full FedEx Office survey for more on how customers judge signs. And if you're not sure whether your sign can be saved or needs replacing, book a time with me. I'll give you an honest answer.

— Pierre