What Are Channel Letters and Why Does Your Business Need Them? Landmark Sign Company August 27, 2020

What Are Channel Letters and Why Does Your Business Need Them?

If you own a brick-and-mortar business, you know that visibility is a key part of consumer engagement. When your business stands out and can be seen in high-traffic areas, you increase the chances of drawing in new customers. So, what’s the best way to improve visibility? There are various methods, but channel letters are one good way to get people to take notice of your storefront.

But what are channel letters? How do they affect visibility? And finally, why do channel letters matter for your business? We will answer all of these questions and more, but first, let’s look at the meaning of the term.

What Are Channel Letters?

In essence, channel letters are simply custom-made lettering for outdoor signs. They are typically made of metal or plastic. Additionally, they are most often used for brick-and-mortar storefronts. Though it’s not a requirement, many channel letters include some form of interior or exterior illumination. 

There are different kinds of channel letters to fit the needs of each business. You can get face-lit channel letters, which are metal letters fitted with some form of frontal lighting, like neon gas tubing or LED lighting. Alternatively, you can get plastic channel letters with or without lighting, backlit metal letters (known as halo-lit letters), or even a combination of back and front-lit letters.

How Do Channel Letters Affect Visibility? 

It’s a common misconception that channel letters are reserved for small businesses. This could not be farther from the truth. In fact, businesses of all sizes make use of these types of plastic or metal signs. For example, companies like Starbucks, Google, and Great Clips all use a custom metal sign at some or all of their locations. 

Why do these businesses use channel letters? Because they increase visibility and draw attention. A flat sign will not stand out as much as a three-dimensional sign with custom-made lettering. The two options simply cannot compare. Moreover, channel lettering is inherently versatile, as it allows for an endless number of designs, lighting setups, and configurations.

Why Do Channel Letters Matter For Your Business?

While you may think that a sign is just a sign, it is (or can be) so much more than that. Channel letters allow you to make a custom sign to fit your business. Do you run a small law firm? Then you want a professional sign that also draws the eye. Do you have a large gym franchise with multiple locations? Then you want a colorful, well-lit sign that is likely to entice your prime demographic.

In short, channel letters matter because your sign is a reflection of your business. Your sign should reflect the kind of business you run and the kind of brand you want to display to the public. It’s not all about grabbing attention; it’s also about creating something that projects your business’s core values.

Bottom Line

While channel lettering is not the only way to create an effective sign, it is one of the best ways to customize a sign that matches your business and draws in new customers. Channel letters give you the power to create the perfect sign for your business. So, if you’re dissatisfied with your current sign, consider switching to a sign with custom-made channel letters.

If you’d like to learn more about what channel letters are and how they can benefit your business, contact the experts at Landmark Signs today!