Walk in traffic comes down to what people see in the few seconds it takes to pass your storefront. In that time they need to know what the business is, whether it’s for them, and whether it’s open. If the storefront doesn’t answer those questions fast, most people just keep walking or driving.
This guide is a check you can do yourself in about half an hour, followed by the fixes that usually make the biggest difference for New Jersey shops. If you’re choosing a brand new sign, start with our guide to retail storefront signs. For a storefront in the city, our sister shop has a good set of NYC storefront sign design ideas.
In this guide
What Passersby Need to See
| Question in their head | What answers it |
|---|---|
| What is this place? | A main sign with the name and a short descriptor |
| Is it for me? | Windows that show the products, services or atmosphere |
| Is it open? | Lighting, an open sign and hours on the door |
| Where do I go in? | A clear, uncluttered entrance with door graphics |
Review Your Storefront in Five Walks
1. From the Main Approach
Stand where most customers first see the building: across the street, at the corner or in the parking lot. Can you read the name and tell what the business does? If you have to squint, the letters are too small or the contrast is too weak. The United States Sign Council Foundation publishes best practice standards for on premise signs that size letters by viewing distance and traffic speed, and our guide to sign letter height and viewing distance turns them into plain numbers.
2. From Both Directions on Foot
A flat wall sign is hard to see when you’re walking along the same side of the street, which is how most people shop busy downtown blocks like Bergenline Avenue in West New York. A projecting blade sign faces people walking toward you, and it’s often the most affordable way to add storefront visibility from the sidewalk.
3. After Dark
For half the year, a lot of your customers pass after sunset. Check whether the sign is lit, whether the windows show the inside, and whether the business looks open or closed. Our guide to illuminated vs non illuminated signs helps you decide what’s worth lighting.
4. At the Windows
Look at the glass the way a customer would. Can you see inside? Do the graphics say what you sell, or are they covered in faded posters and old offers? Your windows are your second sign and your best advertising space.
5. At the Door
Finally, find the entrance. Is it obvious which door to use, are the hours posted, and is the glass clear enough to see in? Our guide to front door signage covers what every entrance needs.
The Fixes That Usually Help Most
Make the Main Sign Say Less, Bigger
Owners often fill the main sign with services, phone numbers and slogans. Cut it to the name and a short descriptor, like “Pharmacy” or “Nails and Spa”, and the letters can grow so the sign reads from much farther away. Move the services and offers to the windows and the door.
Lit signs get powered up and checked before they leave the shop
Add Contrast
Use light letters on a dark background or dark on light, never mid tones on mid tones. A sign that blends into the facade disappears from a distance. Our guide to how color affects sign visibility shows which pairings work.
Clear and Curate the Windows
Take down old posters and keep one strong message per window: a hero product photo, a short service list, or a clean logo with hours. Graphics that still let people see in usually do more for walk ins than graphics that cover the glass. If you want a full image on the glass, perforated window film is the answer. 3M’s Scotchcal perforated window film is 40 percent open, so passersby see the whole picture while people inside can still see out.
Pixel Wraps, our sister graphics shop, explains how perforated window film for storefronts works for retail promotions. See our own window wraps page for campaign options.
Light the Storefront
A lit sign and a lit interior tell people you’re open and welcoming. If the main sign isn’t lit, gooseneck lights or an illuminated blade sign can help without replacing it.
Use the Sidewalk, Where Allowed
A sidewalk sign with a daily special or a clear arrow stops people who’d otherwise walk past a flat facade. Many towns regulate sidewalk signs, so check where they can go and keep the walkway clear.
Separate Permanent and Changeable Messages
Keep the permanent layer clean and steady: the main sign, the logo, the blade sign and the door lettering. Put promotions on a changeable layer, like window decals, framed posters and sidewalk inserts, so the storefront stays fresh without looking cluttered. Our guide on how signs fit your local marketing plan explains how to plan the changes.
Check the Rules Before Changing the Facade
Main signs, blade signs, window coverage and sidewalk signs are regulated by most New Jersey towns, and shopping centers add their own criteria on top. Our guide to local sign rules shows where to find the limits before you redesign.
Common Questions About Storefront Signs and Walk Ins
What storefront sign brings in the most walk ins?
How much text should a storefront sign have?
Do window graphics help walk in traffic?
Is a blade sign worth it?
Should my storefront sign be lit?
If customers pass after dark, usually yes. Lighting shows you are open and makes the sign readable in the evening.
How often should I review my storefront?
A Storefront That Invites People In
Gogi Signs designs, builds and installs storefront signs, blade signs and window graphics across New Jersey, and every project starts with a look at your storefront from the street. Browse our outdoor signs, then request a free quote with a photo of your storefront and we’ll tell you what to fix first.
