Man looking at drills with shelf-edge labels

The humble retail ticket holds immense power. Done well, and the 76% of shoppers making purchasing decisions in the aisle will be influenced to buy what you want to sell them. But tickets are often considered a necessary evil or even an afterthought. Get the basics right on your ticketing and you’re on your way to a better revenue stream.

Sizes of the signs

Ideally, the marketing department will select a standard size for each variety of sign used throughout the retail network. Uniform sizes and consistent placement will provide a professional appearance for the entire organisation. As a word of caution, too many poster-sized signs and you run the risk of overwhelming the shopper or impeding traffic flow in the store. Make sure to use these sparingly.


What font you use on the sign depends on several different factors. Speciality stores and small retailers have an easier time determining the ideal font than supermarkets and department stores. As with the size of the sign, the marketing department needs to select standards that will support the brand style guide.

Generally, fonts that are ‘sans serif’ are easier to read.

In the era of social media, it’s important to note the usage of bold letters and all capital letters could be interpreted as shouting. As humans become more conversant in social networking, it changes how we perceive the written word and that applies to signs, as well. Consider whether you want to ‘shout’ at your customers as they walk into your shop. If not, make sure to use a good mix of upper- and lower-case letters on your signs.

Audience considerations

If you’re selling to men, you can take advantage of larger fonts and bold letters. If your audience is primarily women, you’ll want type that’s lighter in appearance.

Product considerations

The same considerations apply to products. If a masculine product is being sold like tools or automotive parts, large, bold fonts are a great choice. Women’s apparel, luxury products and expensive goods benefit from smaller type and narrower letters. 

Layout of signs

Customers want two immediate pieces of information from your sign, 1) What is it? and 2) How much does it cost? This information should be the most prominent on the sign. Everything else should be easy-to-read and not cluttered. Current trends favour minimalist design so a lot of white space on your signs and tickets will leave a good impression.

Other things to consider on the layout:

  • Don’t use more than one font or too many sizes of the same font on your signs.
  • Make sure the information on the sign is in balance and centred nicely in the same available.
  • If you use photographs on your signs, make sure to use high-resolution images to avoid a blurry look when printed.
  • Design templates for each sign type so your store managers don’t have to reinvent the wheel for every promotion.

Brand Considerations

Your signs should be viewed as an extension of your corporate brand. As such, the marketing department needs to ensure your promotional signage is in alignment with your style guide. This is particularly important for things like logos and colours.

The ticketing function in a store might be one of the easiest ways to increase store revenue but its importance is often overlooked. By creating attractive signs, retailers have more opportunity that ever to influence consumer purchasing decisions.

Find out more

SignIQ has been helping retailers develop effective signs for years. Contact us if you have any questions and we’ll be happy to help.

What tips do you have for building a better sign?