Coffee shops are popping up everywhere, but what kind of signage can help yours stand out?
Coffee shops are part of the bedrock of the UK’s small business industry – whether they’re independent roasters, or chain franchises, they’re a mainstay of the high street, and competition is fierce. Standing out and making an impression is crucial, and your signage is a big part of that. But what kind of signage makes the best impression for a coffee shop?
This is an almost impossible question to answer, especially within a single sentence, as every cafe or coffee shop will need signage created to meet their own particular needs. We have, however, put together this article to offer you our top tips on creating the best cafe signage, whatever your coffee shop, bistro, tea room or cake shop needs may be.
First impressions count
Coffee consumption is in the middle of a revival (the third of its kind, if you ask the experts) and there’s barely a high street without its own mix of coffee shop chains and indie cafe offerings. So how do you stand out from the crowd? Most people stick to a good coffee shop when they find it – and fostering customer loyalty is essential. This means first impressions really count. While high quality service will put you a cut above the rest and your outstanding range of single-origin blends will be the thing that keeps them coming back, the power really lies in getting customers through the door in the first place. That is where a truly remarkable fascia sign, combined with window or supplemental signage, comes in.
In the best-case scenario, your signage can convince someone who wasn’t looking for it, to pop inside for a coffee and a slice of cake. Think about that as your goal when you are designing your exterior signage. You can learn more about creating show-stopping fascia signs on some of our blog posts, such as how to make your store signage stand out, and which colours work best in storefront signage, but to get you started here are a few key points:
- Make sure all of your external cafe signs are consistent with your brand, and each other. You want to get a strong sense of who you are and what you are about, to entice customers indoors. Your main fascia sign will do a large portion of this, but there are also window graphics and supplementary signs to consider, such as a-frames, banners or projecting signs.
- Windows can be great places to put more temporary signage, such as promotional or seasonal graphics, as well as information that would make your main sign look cluttered. For so many new businesses, the online world is just as important for brand building and recognition as physical signage, so many main signs now include things like social media channels or even QR codes. In this instance, extra signage on windows or street furniture can be a good place to explain what services you provide, as well as serving a practical purpose such as pointing the way to the entrance: particularly useful if you are located down a side street and your storefront is not readily visible!
Using internal signage to establish character
The signage found inside a coffee shop will serve two purposes: to decorate a space and to inform. There are a number of ways you can use internal signage to establish character for your coffee shop…
Design cafe signage that enhances your customer experience
You want to ensure that the customer experience in your store is as comfortable and as straightforward as possible. Interior cafe signage can go a long way in assisting with this. Consider signs that give clear directions to customers, such as ‘please wait to be seated’, ‘Collect here’ and clearly signposted toilets and exits. The best way to do this is to literally walk the route of a potential customer and note any juncture that may be confusing or require a bit of clarity.
Also make sure that any instructional sign you create is easy to understand, with clear, large, high-contrast font, and is placed in a space where a customer’s eye line would naturally fall.
This is not to say that all interior signs need to be purely instructive in nature. Every coffee shop will have them in one form or another and it is up to you how much of your brand’s personality you want to inject into your interior way-finding signs. It is worth remembering, however, that people are looking for experiences now as much as a product, and something that is fun as well as useful, will always get people smiling.
Create a feature that is social media friendly
Word of mouth is important for any business, and in our modern world, this extends to social media – digital visibility is a vital part of many coffee shops’ success. The design of many cafes and eateries now actively includes a wall or feature that is designed to look good when shared on social media, and is created purely for a photo opportunity.
For the price of a wide format print wall graphic or a clever illuminated slogan sign, you could create something that gets people talking about (and tagging) your brand all over the internet, and may even have people seeking out your store just for that feature alone, staying for the coffee afterwards. Consider creating your own hashtag and featuring it on your signage, to encourage people to share their experience, and increase your online following and presence.
Interior signs to inform and engage
With good coffee comes a lot of research, experimentation, precision, invention, and science (and probably a healthy dose of homemade cake). To help your customers understand what’s what -such as how different beans or blends differ – and allow them to make informed decisions, it can be a good idea to use signage to inform, inspire, educate and engage your customers.
The story of the brand, the source of the beans, the playlist currently playing…all of these add to the unique atmosphere of the store and can help make your customers not only feel welcome, but also a part of something more tangible. Floor prints that show customers where to queue could also include a map of where your coffee comes from; or you could feature graphics for children to interact with in a family friendly seating area. By considering how you want your customers to engage with your brand and enjoy the space aesthetically, you are doing more than just filling up blank walls and advertising products.
The layout of your coffee shop will be dictated largely by the space that you have, but also consider how you want to display any items that you sell. As well as being picturesque enough to share on social media, having a permanent sign above physical products or food, including any vegan or gluten-free options, can let the customer know that these items are not an afterthought or a temporary gimmick.
Trending signs for cafes
While your branding will be personal and unique to your own business, it always helps to see what others are doing and what is performing well in the industry. Understanding the types of coffee shop signs that are trending is an important part of designing something that not only represents your brand, but has its finger on the pulse…
Minimalist signage with a typographic focus
Minimalist typography signage is in. It’s easy to see why: it reflects the back-to-basics aesthetic and minimalist simplicity of quality coffee being the beating heart of a business; and it distances independent businesses from the mass production and maximalist presence of high street chains. There’s nothing wrong with popular chain of course, but independent coffee shops are using simplicity as a statement.
Many independent cafes are opting for minimal but well-considered signage. The focus here is very much on ethical, eco-friendly aesthetic, for businesses which often serve as community hubs. To reflect the sense that the magic of the brand is in the experience inside (rather than the label), the signage itself will make use of typographical elements to get this point across: basic but classic serif or sans serif fonts, with clear and minimal branding. High contrast, big impact, slightly mysterious – perfect if you want your business to cut the fanfare and spotlight the coffee, people, and ambience inside.
Countryside / handmade aesthetic
A well-designed rustic sign can communicate the ‘handmade’ or ‘DIY’ aesthetic many coffee shops now aim to emulate. Popular features include painted words on chalkboard backgrounds, faux calligraphy fonts, or substrates such as reclaimed wood. This might be complemented by rustic or up-cycled materials such as mason jars as sugar containers, reusable items, and a focus on local produce or cooperative supply chains – all crucial considerations as sustainability becomes a necessity when it comes to brand identity!
Retro and neon
The term retro is – and has always been – debatable as to which period it does/doesn’t include, but with the fashion world falling back in love with everything from the 90s, the popularity of fluorescent colours and retro themed eateries has gone through the roof.
Neon signs, or faux neon signs made with led lights, have grown in popularity in recent years, especially those featuring a pop culture reference or ironic slogan. Coffee shops that recognise a fun atmosphere as part of their identity are tapping into the power of the retro aesthetic for their signage, with sarcastic signs and pun-heavy product names, as well as customer and staff interactions that are more laid back than in many larger, corporate eateries.
Final Thoughts
While many other industries are seeing a large portion of their business move at least partly online, in-house coffee shops are booming. There are plenty of caffeine-addicted customers to go around, and it can never hurt to optimise your cafe signage to make you stand out from your competitors.
Clear, powerful exterior signage can tempt thirsty visitors off the street, and well-designed internal coffee shop signs can help to create a memorable, friendly atmosphere and an engaging rapport between you and your customers. With the right approach, your signage can create a branded journey and experience for your customers which is sure to encourage loyalty.
Medash Signs has been designing signage for companies across many sectors for decades now, and we know a thing or two about what works well for various industries. Read more about signage in hospitality over on our blog, or get in touch to get started on creating your cafe signs today.