FASTSIGNS: 76% of Consumers Enter Stores Based on Signage Alone
Carrollton, Texas – September 18, 2026 -- Seventy-six percent of consumers say they have entered a business they'd never visited before based solely on its exterior signage, according to data cited by FASTSIGNS, the global custom signage franchise. The company is publishing guidance for business owners navigating a fragmented exterior signage market that spans channel letters, monument signs, pylon signs and wayfinding systems, each carrying distinct cost, zoning and visibility trade-offs.
Sixty percent of shoppers avoid businesses lacking clear signage
FASTSIGNS data shows 68% of consumers associate signage quality with product and service quality, while 60% say unclear signage actively deters them from entering a business. Theron Andrews, FASTSIGNS Vice President of Marketing, said signage decisions hinge on visibility, brand identity, location, budget, property type and local regulations rather than aesthetics alone.