In an exclusive interview with CanadianSME Small Business Magazine, Erin Shea, Senior Director of North America Marketing at VistaPrint, shares timely insights on the evolving role of signage in small business marketing. With nearly 15 years at VistaPrint, Erin has seen firsthand how powerful design and messaging can transform a storefront into a story—and a passerby into a loyal customer.
Erin Shea is the Senior Director of North America marketing at VistaPrint, the expert print partner to small businesses. An accomplished full-funnel marketer, Erin currently leads VistaPrint’s go-to-market and performance marketing teams in the United States and Canada. She joined VistaPrint in 2009.
How has the role of signage changed in small business marketing over the years, and why does it remain so vital today?
Signage has evolved from a purely informational into a strategic brand and marketing asset. While signage once simply indicated you were open or close, it now plays a critical role in expressing your identity, values, and customer experience—all in a single glance.
At a time when digital marketing dominates, signage offers something different that small business owners can take advantage of: a real-world interaction that builds immediate trust. In fact, VistaPrint’s recent survey of Canadian shoppers found that 66% of respondents had entered a small business because of its signage, while nearly half made a purchase after seeing a promotional signage. Whether it’s a standout storefront banner or a thoughtful in-store display, signage helps businesses feel approachable, professional, and uniquely their own.
Your recent survey on Canadian shopping habits highlights the significant influence of signage on consumer behavior. What were the most surprising insights from this research, and how can small business owners use these findings to attract more customers?
One of the most compelling takeaways is how powerfully signage can reinforce the “shop local” movement. Over half of Canadian shoppers said signs featuring Canadian flags or provincial symbols made them more likely to support the small business. Phrases like “Made locally” or “Family-owned since” also performed well, especially with baby boomers, who say they respond positively to messaging tied to community pride.
This reinforces that signage isn’t just a functional or tactical asset – it’s emotional and can elicit a direct response. Small businesses can use signage to tell stories, foster customer loyalty, and create a sense of place. In a crowded, competitive market, a unique personality, as told through your signage, becomes a differentiator.
The takeaway for business owners is to not underestimate what your signage says about you. Use it to celebrate your roots, spotlight what makes you different, and build a deeper connection with your customers, all while keeping them informed.
Design and placement are crucial factors in signage effectiveness. In your experience, what elements make signage truly stand out to consumers, and how can small businesses ensure their signs are both noticed and remembered?
Standout signage is clear, confident, and aligned to the brand behind it. That means easy-to-read text, strong contrast, and messaging that’s specific. Vague phrases like “We’re open” fade into the background, while signs that reflect your tone of voice, promotions, or a bit of humor are more likely to catch attention.
Design elements also matter: VistaPrint’s survey found that 61% of shoppers prioritize clear pricing on signs, highlighting how clarity can directly influence consumer behavior.
Not to mention, placement is just as important as design. A well-crafted sign won’t make an impact if it’s hidden from view. Businesses should consider lighting, sightlines, and customer flow. Regular updates, like seasonal swaps or rotating promotions, can also keep signage fresh and engaging.
Many small businesses face tough competition from larger retailers. What strategies or actionable tips would you recommend for SMBs to maximize their signage investment and level the playing field?
Small businesses can stand out by combining clear, quality signage with authentic local storytelling.
To get the most from their signage investment, businesses should focus on consistency across all customer touchpoints, including storefront signs, flyers, packaging, and their digital signage presence. Using flexible formats like window clings, banners, and A-frame signs allows for easy seasonal updates or promotions without needing a full redesign.
This flexibility keeps signage fresh and relevant while extending its value. And by highlighting local identity through community-focused visuals and messaging, small businesses can create emotional connections that larger chains often miss. With thoughtful design and strategic placement, signage becomes more than just a way to attract attention—it becomes a tool for building lasting impressions and competing effectively in crowded markets.
What final thoughts or advice would you offer to small business owners looking to enhance their marketing impact through signage?
Think of signage not as an upfront cost but as an investment in visibility and brand equity. It’s one of the few marketing tools that works 24/7—drawing attention, reinforcing your brand, and inviting people into your space.
Start with clear goals and invest in thoughtful, eye-catching design. Use large, legible fonts and clear calls-to-action to make sure your message is understood quickly. Don’t be afraid to show personality—your signage should feel like an authentic extension of your brand: welcoming, unique, and memorable.
By combining clear strategy with creative, well-placed signage, small businesses can build trust, stand out from the competition, and create meaningful customer engagement.
Disclaimer: This article is based on publicly available information intended only for informational purposes. CanadianSME Small Business Magazine does not endorse or guarantee any products or services mentioned. Readers are advised to conduct their research and due diligence before making business decisions.
