What is an outstore signing?

Outstore signage encompasses all visual communication tools on the exterior of a physical location. It is the sum of all expressions that ensure your brand is visible, findable, and recognizable from the public road. While instore signage focuses on the in-store experience, outstore signage is the filter that determines whether a passerby will even decide to step inside.

The psychology of the exterior

The exterior of your property is your most constant marketing tool. It works 24 hours a day, 7 days a week. Signing for stores Its primary task is to increase the ‘stopping power’. In a busy shopping street or on a crowded industrial site, dozens of stimuli compete for the attention of passersby. Qualitative outdoor advertising filters out that noise and puts your brand at the center.

Additionally, out-store signage sets the tone for customer expectations. A messy, poorly maintained exterior (often subconsciously) suggests that the service inside will also be lacking. A polished, well-thought-out presentation exudes professionalism, reliability, and authority.

Key components of outstore signing

Outstore signing is a broad term. At Sizo, we see it as a modular system in which different elements reinforce each other:

1. The primary facade advertising: This is the eye-catcher. Think big box letters or a prominent light box above the entrance that bears your brand name.

2. Right-angle advertising: Essential in shopping areas. Double-sided lightboxes or banners perpendicular to the facade, so that shoppers walking parallel to the facades can see your store from afar.

3. Ram lettering Glass surfaces offer a huge opportunity for branding. From subtle frosted film for privacy to large full-color visuals promoting actions.

4. Freestanding elements Think of advertising columns at the entrance to a parking lot, flagpoles, or A-frame sidewalk signs. These are often the first physical touchpoints a visitor encounters.

5. Outdoor wayfinding Clear signage to the parking lot, the goods receiving area, or the main entrance.

Consistency between ‘out’ and ‘in’

A common mistake in brand communication is the so-called ‘experience gap’. This happens when the external promise doesn't match the internal reality. At Sizo, we always emphasize a holistic approach. The style, colors, and typography of your in-store signage should seamlessly transition into your in-store signing. Only then will you create a credible and strong brand experience.

Taking into account laws and regulations

Because outdoor signage impacts the streetscape, traffic safety, and the appearance of public spaces, you will almost always encounter municipal regulations. Think of design requirements, maximum dimensions, and rules regarding the brightness of illuminated advertising. At Sizo, we take care of you throughout this entire process; we know exactly what is and isn't allowed and can apply for the necessary permits on your behalf.