The Hidden Impact of Fabric Banner Signage on Downtown Perception
Take a walk in your downtown and think about the perception of a first time visitor when they see the store signage. There’s a growing trend in some downtowns that is hurting this perception.
What is the growing trend? It’s the rise of low-cost fabric banners (representing the store’s main sign) that are nailed into wood or bricks, or put up using rope.
Just to be clear, we’re not referring to fabric promotional banners that are frequently used to advertise special sales or events.
When a downtown relies heavily on fabric banners nailed into wood as primary permanent business signage, it can unintentionally create a sense of decline in the eyes of consumers.
The Perception of Temporary and Unstable Businesses
Fabric banners, while cost-effective and easy to install, are often associated with temporary setups. Think pop-up shops, special events, or businesses that might not be around for long. When multiple businesses in a downtown core rely on this type of signage, it can send a subtle but powerful message that the area is in flux, struggling, or unable to sustain long-term investment in high-quality storefronts.
Visual Clutter and a Lack of Cohesion
A downtown thrives when it has a visually appealing and cohesive streetscape. Better designed, well-maintained signage contributes to a sense of pride and stability. In contrast, a patchwork of fabric banners, especially when weathered, torn, or inconsistent in design, can create visual clutter. And because they are flat, they provide zero streetscape enhancement. This lack of uniformity can make a once-charming downtown feel neglected and disorganized, ultimately discouraging foot traffic and consumer confidence.
Durability and Maintenance Issues
Unlike traditional signage made from durable materials like metal, wood, or acrylic, fabric banners are more susceptible to wear and tear. Over time, exposure to the elements causes fading, fraying, and sagging, which can give the impression that businesses, and by extension, the downtown itself, are not well-maintained. This visual decline can deter potential customers and make the area feel less inviting.
Frustration For Other Businesses
The proliferation of fabric banners as permanent signage on businesses can also be a source of frustration for other businesses who have invested in better signage. Imagine being this business and then be surrounded on either side by shops using fabric banners nailed into the front of the brick.
A Call for Thoughtful Signage Choices
Investing in high-quality, permanent signage can dramatically improve the perception of a downtown. While fabric banners can be useful for temporary promotions, they should not serve as a primary identifier for businesses. Encouraging business owners to invest in long-lasting, well-designed signage can enhance the overall aesthetic of a downtown, making it more attractive to both locals and visitors.
If you ever travelled to any small town on any Top 10 To Explore list, you’ll likely see one common trait with signage. There are blade signs everywhere!
Blade signs are a great idea for a downtown signage program that creates ‘vertical’ appleal on streetscape
We’re big fans of blade signs because they are more affordable, and can even be DIY if you have an imagination. Blade signs can dramatically enhance the vertical view of a downtown landscape which is a bonus for the pedestrian experience. Your municipality may offer a sign program that has matching grants or subsidies.
Photo: Downtown Bracebridge, ON
A well-maintained downtown signals prosperity, stability, and community pride. By making thoughtful choices about signage, business owners and city planners can help shape a downtown that not only thrives but also instills confidence in consumers, encouraging them to explore, shop, and invest in the local economy.