The Impact of Signage on Consumer Behaviour

Businesses are constantly seeking ways to attract, engage, and influence consumer behaviour. One powerful tool at their disposal is signage. 

From traditional billboards to modern digital displays, signage plays a crucial role in shaping the customer experience and driving sales. In this article, we will explore the impact of signage on consumer behaviour, drawing insights from recent studies and industry examples.

The Role of Signage in the Shopping Experience

Shopping is not merely a transactional activity; it is an experience that encompasses both utilitarian and hedonic aspects. Consumers seek not only tangible products but also enjoyment and pleasure from their shopping journeys. 

Retail environments that effectively leverage signage can create compelling experiences that positively influence consumer behaviour, leading to increased time and money spent in-store.

A 2009 study highlights the importance of in-store experiences evoked by atmospheric elements such as signage. They propose that specific design features can stimulate consumers’ affective and intellectual experiences, subsequently impacting their approach behaviours. 

Digital Signage (DS), a network of screens displaying video content in public spaces, has emerged as a powerful tool for retailers to provide engaging experiences for shoppers.

The Impact of Digital Signage on Consumer Perceptions and Emotions

Digital signage has the potential to influence consumer perceptions and emotions within the retail environment. Another study explores the mechanisms through which digital signage affects consumers’ perceptions of a mall and increases emotions such as pleasure and arousal. 

The study suggests that mall managers can manipulate stimuli using digital signage to enhance consumers’ approach behaviours, such as spending, intention to revisit, and frequency of visits.

The effectiveness of digital signage lies in its ability to communicate with shoppers while they are captive and in the mood to buy. According to the Point of Purchase Association International (POPAI), over 70% of purchase decisions are made in-store at the point of purchase. By strategically placing digital signage at key decision-making points, retailers can influence consumer behaviour and drive sales.

Furthermore, digital signage can be designed to elicit positive emotions directly. Research indicates that shoppers who are in a good mood tend to have a better perception of the retail offer and consequently spend more. 

By crafting content that evokes positive affective experiences, retailers can leverage digital signage to create a more enjoyable shopping environment and encourage increased spending.

The Role of Signage in Information Processing and Decision-Making

Signage plays a crucial role in providing consumers with relevant information to aid their decision-making process. A study found that while consumers are generally satisfied with the convenience, quality, selection, and value of retail offers, they would welcome more product information. 

Shoppers consider technological innovations such as electronic shelf-edge displays and product information kiosks (similar to digital signage) to be beneficial.

The limited capacity model (LCM) of mediated message processing and the elaboration likelihood model (ELM) provides theoretical frameworks for understanding how signage influences information processing and decision-making. 

According to these models, the effectiveness of signage depends on factors such as the relevance and quality of the information provided, as well as the consumer’s level of involvement and motivation to process the information.

Digital signage can be designed to cater to both utilitarian and hedonic information processing systems. By presenting cognitive, functional content, digital signage can appeal to the utilitarian needs of shoppers seeking specific product information. 

Simultaneously, by incorporating affective, hedonic cues, digital signage can create a more engaging and enjoyable shopping experience that resonates with consumers’ emotional desires.


The impact of signage on consumer behaviour is undeniable. From influencing perceptions and emotions to aiding information processing and decision-making, signage plays a crucial role in shaping the customer experience and driving sales. Digital signage, in particular, has emerged as a powerful tool for retailers to engage shoppers and create compelling brand experiences.

As a leading provider of signage solutions, Signworld Group understands the importance of effective signage in influencing consumer behaviour. With expertise in design, production, and installation, Signworld Group can help businesses harness the power of signage to create immersive experiences that resonate with customers. 

By leveraging the latest technologies and industry insights, Signworld Group enables retailers to maximise the impact of their signage and drive measurable results.


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