Mastering the Art of Outdoor Signage: A Key to Successful Property Marketing By Frank Rolfe

Outdoor signage is one of the most reliable ways to communicate with potential customers. A well-crafted sign does more than just identify your business—it acts as a constant advertiser, grabbing attention and keeping your message in front of every passerby, whether they need a place to store their belongings or are simply taking notice for future reference. However, a poorly designed sign can lose that advantage, blending into the background and missing the opportunity to engage potential clients. The effectiveness of your sign hinges on a few key design choices, and getting this right can make all the difference. Let's explore what it takes to create signage that stands out and delivers results.

Color Choices That Make Your Sign Pop

The first step in designing effective signage is selecting colors that stand out against the surrounding environment. Colors aren't just about aesthetics—they play a critical role in grabbing attention. For example, red stands out not because it's inherently eye-catching but because it contrasts sharply with the greens of trees and other natural elements. Similarly, yellow contrasts well with blue skies, which is why many large brands like Public Storage opt for orange—an unmistakable hue against most landscapes. The trick is to pick colors that your eye naturally seeks out when scanning the horizon, ensuring your sign doesn't blend in but pops out.

Maximizing Visibility Through Contrast

While color is important, contrast is just as crucial. Effective signage requires strong contrast between the text and the background, making the words instantly readable even from a distance. A light-colored text on a dark background, or vice versa, works best. Imagine trying to read a sign with yellow letters on a white background—it's nearly impossible to make out from afar. Studies have shown that combinations like white on black or yellow on dark blue are highly readable and draw attention more effectively. Keeping contrast in mind when designing your sign ensures your message gets seen, not missed.

The Importance of Large Lettering

The size of your lettering can make or break your sign's effectiveness. It's not uncommon for facilities to under-size the letters on their signage, making it difficult for passing traffic to read. Always test the visibility of your lettering by mocking it up and viewing it from the street. Most signs are ineffective if the letters are smaller than 18 inches. In the case of self-storage facilities, the rule is simple: bigger is better. The goal is to communicate your message quickly to drivers and pedestrians, and large lettering ensures you achieve that.

Fewer Words, Bigger Impact

When it comes to signage, less is more. Don't overload your sign with information; instead, focus on the key message you want to convey. For a self-storage facility, a simple message like “Self-Storage Units Available" is far more effective than listing every feature your facility offers. Drivers passing by have only a few seconds to glance at your sign, so the clearer and more concise the message, the better. Your sign's job is to pique interest and make your facility memorable—save the finer details for when potential customers are inquiring.

Conclusion: Invest in Smart Signage for Lasting Results

Effective outdoor signage can significantly enhance the visibility of your self-storage facility, attracting more customers and increasing occupancy. The best part? It doesn't cost more than ineffective signage—just smarter design choices. A well-executed sign can serve as a constant, cost-effective marketing tool for your facility. The decision to invest in better signage today will pay off in increased business and customer traffic tomorrow.

By Frank Rolfe

Frank Rolfe has been an active self-storage investor for around two decades, with self-storage units in many states throughout the U.S. His nuts and bolts knowledge of what makes for a successful self-storage facility has led to a three-decade career without a single failed property.