After decades of fabricating and installing signs across Toronto and the GTA, we can spot a costly signage mistake from across the parking lot. Most are not the owner’s fault — nobody teaches small business owners how to buy a sign — but they all cost money and customers. Here are the ten most common signage mistakes we see, and how to avoid every one of them.
The ten mistakes that cost small businesses customers
- Signs that are too small. The most common mistake by far. Owners pick a sign that looks balanced on a computer screen, then discover the letters are unreadable from the road. Fix: match letter height to your viewing distance using the rule of 2.5 centimetres of letter height per 10 metres of distance.
- Low-contrast colours. White letters on a light grey panel, or navy on black, vanish at 20 metres. Fix: keep strong contrast between letters and background — dark on light, or light on dark — and test the design from across the street before ordering.
- Too much information. A sign is not a brochure. Phone numbers, slogans, URLs, and hours crammed onto one face force the letters smaller and make everything unreadable. Fix: one message per sign, and put supporting details on the window or door instead.
- Ignoring by-laws and permits. We regularly meet owners who ordered an illuminated sign without a permit, then had to modify it after a by-law complaint. Fix: check Toronto or your municipality’s sign by-law before ordering, and let your sign company handle the permit application.
- Buying on price alone. The cheapest quote usually means thinner materials, weaker illumination, and a shorter lifespan — and you will pay for it in maintenance or replacement within a few years. Fix: compare like for like, and ask about materials and expected lifespan, not just the dollar figure.
- Skipping landlord approval. Leased-space tenants who install signage without written consent risk paying to remove it at the end of the lease. Fix: get landlord approval in writing before fabrication begins.
- Forgetting illumination. A beautiful sign that is dark after sunset is a beautiful sign nobody can see. Fix: if you have evening hours, budget for LED illumination — it is the highest-ROI upgrade available.
- Bad placement. A sign mounted behind a tree, below the roofline shadow, or around a corner helps nobody. Fix: walk the approach from every direction and choose a location with clear sightlines, even if it means a slightly smaller sign in a better spot.
- DIY installation. Signs look simple to hang until a heavy channel-letter cabinet pulls out of the wall or an electrical connection fails inspection. Fix: professional installation is a fraction of the sign’s cost and protects your warranty and your liability.
- No maintenance plan. Even quality signs fade, collect grime, and lose light output. Fix: schedule a yearly cleaning and inspection — it doubles the practical life of most illuminated signs.
Why these mistakes are so costly
Each mistake quietly erodes the sign’s real job: converting passersby into customers. An unreadable sign does not just fail to advertise — it tells people the business inside does not care about details. In a competitive market like North York or Mississauga, where a dozen businesses compete for the same driver’s attention, the difference between a sign that registers and one that does not can be the difference between a busy Saturday and a quiet one.
The good news: most are easy to avoid
- Plan before you buy. Measure the facade, check the by-law, and confirm landlord approval before you contact a sign company.
- Ask the right questions. Request material specs, illumination type, and expected lifespan in writing.
- Invest once. Pay for quality materials and professional installation the first time — replacement costs far more than upgrading.
- Maintain what you have. A yearly wash and inspection is cheap insurance for a 10-to-15-year asset.
Do it right the first time
Avoiding these mistakes is exactly what the team at JC Signs helps clients do every week — from permit-ready designs to fabrication, installation, and ongoing maintenance across the GTA. Call 416-275-5164 or request a free quote, and we will review your signage plan before you spend a dollar.
