A good sign company will always help you iron out the details of your project. That’s part of the job.
However, before you even make that first enquiry, there are a few questions worth asking yourself.
These questions can shape everything that follows from the advice you receive, to the quotes you’re given, and ultimately the success of the finished signage.
Many signage projects don’t go wrong because of poor design or bad materials. They go wrong because the brief was unclear from the start. The clearer your thinking is upfront, the smoother the entire process becomes.
Below are four simple but important areas to consider before you speak to any sign company.
Why these questions matter more than the sign itself.
Signage is not just something you buy, it’s something you use.
It’s there to solve a problem, create an impression, guide behaviour, or reinforce a brand.
When those objectives aren’t clear, you’re far more likely to:
- receive quotes that vary wildly
- compare suppliers on price alone
- end up with signage that doesn’t quite do what you hoped
By thinking through the questions below, you’re not limiting creativity, you’re giving it direction.
1. What problem is this signage actually trying to solve?
This is the most important question of all, and the one that’s most often overlooked.
Ask yourself:
- Is this signage meant to attract attention?
- Is it there to build trust or credibility?
- Does it need to direct people or make a space easier to navigate?
- Is it about brand consistency across vehicles, premises, or sites?
- Is it solving a compliance or safety requirement?
A shopfront sign designed to attract passing footfall will be approached very differently from signage intended to reassure corporate visitors, or vehicle graphics meant to generate leads on the road.
When the problem is clear, design, materials, size, and placement tend to fall into place much more naturally.
2. How long do you realistically need this to last?
Not all signage needs to last forever, but some signage really does.
Before speaking to a sign company, it helps to be honest about:
- whether this is temporary or permanent
- if it’s linked to a campaign, event, or short-term promotion
- whether it needs to look good for months, years, or a decade
This has a direct impact on:
- material selection
- print methods
- installation approach
- overall cost
Trying to make a short-term solution behave like a long-term one often leads to disappointment.
Equally, over-engineering something temporary can waste budget unnecessarily.
3. Where does it need to be seen from, and by who?
Signage doesn’t exist in isolation. It exists in the real world, with real viewing conditions.
Think about:
- viewing distance
- viewing speed (pedestrian vs vehicle traffic)
- lighting conditions
- surroundings and visual clutter
- who the audience actually is
A sign designed to be read from a moving vehicle needs a very different approach to one aimed at someone standing directly in front of it.
Size, layout, colour contrast, and wording all change depending on how and where it will be seen.
Having even a rough idea of this helps a sign company recommend solutions that actually work, rather than just look good on screen.
4. What kind of budget are you willing to commit?
This question often feels awkward, but it’s one of the most useful.
You don’t need to have an exact figure in mind, but having a budget range is incredibly helpful. It allows a sign company to:
- propose realistic options
- explain trade-offs clearly
- avoid wasting time on unsuitable solutions
Signage costs vary because the requirements vary. Two projects that look similar at first glance can differ significantly once lifespan, materials, access, and installation complexity are taken into account.
Being open about budget doesn’t mean you’ll automatically be upsold. In fact, it usually leads to better value and fewer surprises.
Why having these answers saves time, money, and frustration?
When these questions are considered early, the benefits are immediate:
- quotes are clearer and easier to compare
- designs are closer to what you actually need
- fewer revisions are required
- decisions are made faster
- expectations are aligned from the start
It turns the conversation from “What’s the cheapest sign?” into “What’s the right solution for this job?”
How a good sign company helps you refine the details.
Even with clear answers, most clients don’t arrive with a perfect brief, and that’s absolutely fine.
A good sign company will:
- ask the right follow-up questions
- challenge assumptions when needed
- explain options in plain English
- help you balance performance, longevity, and cost
The goal isn’t to overwhelm you with choices. It’s to guide you towards a solution that genuinely works for your business, environment, and budget.
Final thought
You don’t need to be a signage expert before making an enquiry.
But taking a few minutes to think about these questions can make the entire process smoother, more productive, and far more successful.
Clear thinking at the start leads to better outcomes at the end.
If you’d like help turning those early thoughts into a clear, practical signage solution, a good sign company will always be happy to guide you through the next steps.