There is a specific kind of excitement that comes with moving into a new business space. You’ve got the keys, the fit-out is happening, and you can finally see your vision coming to life. But then comes the big moment: putting your name on the building. It’s a bit scary, and that’s okay.
You likely know this already, but exterior building signs are your brand’s first interaction with the world. They’re a handshake for potential customers, a friendly little wave that says, “You’re in the right place, come on in”. Unfortunately, we often see business owners rushing this step, or trying to cut corners, only to end up with exterior building signs that don’t quite do the job.
Or worse, has to be replaced six months later.
This doesn’t have to be your fate. If you are currently in the middle of a build or rebrand, here are five common pitfalls you can avoid with your new exterior building signs.
Going ‘big’, not readable.
It’s a natural instinct to want your logo as big as possible. But bigger isn’t always better if the legibility isn’t there. We see many signs where the font is too thin or the “kerning” (the space between letters) is too tight.
When someone is driving past your building at 50km/h, they only have a couple of seconds to take you in. A clean, high-contrast design will beat a “big but messy” sign every single time.
Your branding can show up in your sign in many ways, including the colours and fonts, but ultimately, your goal is readability. Working with a signwriter can help you to strike that balance, while loving the final result. Compromise doesn’t have to equal dissatisfaction!
Forgetting the nighttime look.
Christchurch winters mean it’s dark by 5:00 PM. If your signage isn’t illuminated, your business effectively disappears for a huge chunk of the year, and you lose out to the businesses around you who built this feature in.
Luckily, you’ve got options (even if neon isn’t your thing). Whether it’s 3D backlit letters, sleek lightboxes, or strategically placed external spotlights, lighting ensures your sign keeps working for you long after you’ve locked up for the day. If you’re building from scratch, make sure you talk to your sparky early about getting power to the right spots on the exterior!
Fighting the architecture.
This is one of the most common issues we see with exterior building signs, especially given the unique architecture around Christchurch.
A great sign shouldn’t look like it was just “stuck on” as an afterthought. It should feel like it belongs to the building. Choosing a sign design that clashes with the texture or colour of the cladding just sets you and your business up to look oddly out of place.
Whether your space is a modern concrete tilt-slab in Hornby or a heritage-style brick in the CBD, your exterior building signs should complement the lines and materials of the structure. It’s about creating a look that’s “integrated,” so your customers get a sense of you (and them) belonging there. It’s subtle, and often subconscious, but an important psychological trigger that can get your potential customers in the door.
Underestimating Christchurch’s weather.
Around here, the weather can be a bit of a mixed bag. Scorching days and biting frosts are not uncommon, sometimes within the same week, and exterior building signs can fall victim to these changes faster than you think.
Using “cheap” materials might save a few dollars upfront, but the New Zealand sun is brutal on low-quality vinyl and plastics. Faded, peeling, or cracked signage sends a message to your customers that you might be cutting corners elsewhere, too. Investing in UV-stable materials and high-quality finishes pays off in the long run. Not to mention, it saves you the cost and downtime of replacing your sign every year.
Skipping the Council fine print.
Reading through all the paperwork and checking on permits for exterior building signs is obviously not the most fun part of setting up your signage, but it is arguably the most important. Christchurch has a specific, evolving District Plan with rules about what different regions of the city are allocated for.
Those rules also include specific measurements for how large a sign can be, where it can be placed, and even how bright it can be when illuminated at night. Reading through these points and understanding the constraints on your signage will set you up to brief your signwriter and ensure you’re adhering to local regulations.
The last thing you want is a tap on the shoulder from the Council asking you to take down a sign you just spent money on. A great signage partner will help you navigate these rules so you can open your store knowing nothing is going to bring you down.
There you have it! Five vital mistakes to avoid when setting up the outdoor signage in your space. When in doubt, remember to lean on clarity, authenticity, and memorability. You want your sign to linger in your customer’s mind long after they’ve walked down the street, so clear branding and visibility are your go-to factors for successful exterior building signs.
Let’s get your sign right, the first time.
At Langham Signs, we love seeing Christchurch businesses thrive in their new spaces. If you’re at the planning stage of your build and want to make sure your exterior building signs hit the mark, we’d love to chat. We can walk through your site, look at your plans, and help you design something that stands out for all the right reasons.
Get in touch to kick off the creative process with us.
