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Are You Guilty of These 3 Signage Mistakes in Kansas City?

Kansas City is home to a vibrant business community with plenty of competitors. All businesses are trying to catch the consumer’s eye and dollar. Getting customers to notice you is crucial! Make sure your business is not committing the top three signage mistakes in Kansas City. If you need help with any of your visual branding needs let Pathway Signs and Graphics help keep you on the right path. What are the three common signage mistakes?

1. Your Sign is Old and Fading, Cracking, Peeling or Rusting

You have undoubtedly seen these issues. Back in the day the bigger and brighter the sign the better. Today, they are big and worn. Decades of weathering have faded the typeface and logo colors.


The natural failing of the materials has contributed to the peeling paint, chipped acrylics and rusting metal. The occasional hailstorm or heavy wind has cracked some part of the sign. Nevertheless, it continues to preside tall above the company that it advertises.

With an out-of-date, weathered sign your business is not communicating your brand or message as your business marketing plan intends. An out date sign gives the impression your company is living in the past, has not had the time or inclination to upgrade its look in decades and really has little interest in the image it projects? If your sign is old and dilapidated, your customers might just believe that the same holds true for your products.

2.Your Sign Design Doesn’t Match Your Other Promotional Products like a Website, In-store Signs or Letterhead


This is a common problem for the forward-thinking company that is trying to make changes to a business that has allowed the time to pass without evaluating their exterior or interior signage. Frequently, it is a change in leadership or management that amplifies this mistake. The new person in charge sees the avocado-green color of the logo, notices the burnt orange typeface and correctly makes the correlation with a dated design setup. Yet rather than redoing the signage from the outside in, the new manager decides to tackle the signage problem one marketing element at a time – and starts with the cheapest marker, which is usually the brochure.

Reworking a logo and typeface is a great opportunity to make your business current, but it needs to start with the exterior signage and incorporate the business’s Internet presence concurrently. All those passing by see your channel letter or lighted sign. Rather than allowing them to believe that you are still stuck in the 1970s, let them recognize your innovative nature. Take down old banners and posters.

3. You Have No Sign At All!

Exterior Sign

Exterior Sign

There used to be a time when the real trendy places had no sign above the door. In fact, the door was non-descript and it took a secret knock and the nod of a door attendant to enter. Of course, these companies went out of business when prohibition ended. Nowadays, you need to have a sign to help customers find your business or office.Tthe absence of a proper sign will result in a lack of consumer interest because your potential customer will not know that you exist.

If you need exteior or interior business signs in Kansas City, Pathway Signs and Graphs has the products you need!

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How Signs Happen – Hierarchy Design Element

Visual Hierarchy as defined in the Webster’s dictionary as the order in which the human eye perceives what it sees. This order is created by visual contrast between forms in a field of perception. Objects with the highest contrast are recognized first by the human eye. The term visual hierarchy is used most frequently in the visual arts field such as in graphic design.

The concept of visual hierarchy is based on a German theory (Gestalt Psychological Theory) that proposes that the human brain has innate organizing tendencies that structure individual elements, shapes or forms into a coherent whole. The German word Gestalt translates into “form”, “pattern” or “shape” in English. When an element in a visual field disconnects from the whole created by the brain, it stands out to the viewer creating contrast.

The brain disconnects objects from one another based upon the differences between their physical characteristics. These characteristics fall into four categories, which are all applied in graphic design, which are: color, size, alignment and character.

Color: describes the hue, saturation, value and texture of forms or elements.

Size: describes the surface of a form.

Alignment: describes the arrangement of forms with respect to their direction, orientation, or pattern.

Character: describes the straight and curves of forms.



Graphic design is a field that specializes in visual organization. Designers attempt to control the visual hierarchy of elements in a design to get the message of the design out to a target market. To control the hierarchy of the design guides the eye to information in a specific order for a specific purpose.

The use of hierarchy in graphic design is mainly used in printed elements or in a group of information in a design such as a company name, title, phone number, website, email address, etc. Hierarchy is used to get your business’ most important message conveyed to the consumer or client. The important message has to have a higher level of hierarchy than other elements in the design. This is what drives the target’s eye to read first what the designer wants the consumer to read first.

If you can’t figure out what levels of hierarchy your design must follow, give Pathway Signs and Graphics a call and we will help you visually brand your business to stand out from the rest and get noticed. An effective business sign is an important part of your business brand and will help get people to call you, visit you, Google you, but most importantly, to visit your store or office.


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How to Find a Commercial Sign Company in the Kansas City area

New and existing business owners, vehicle fleet managers, property managers and architects turn to sign companies for window signs and graphics, custom wall murals, dimensional lettering for lobby and reception signs, monument signs, ADA compliant signage, real estate, temporary or banner signs and vehicle graphics and wraps. With many companies to choose from in the Kansas City area, what is the best way to find a commercial sign company?

Location, Location

If you need a sign company expert in Kansas City Missouri, Independence, Lee’s Summit, Platte City, Kansas City Kansas, Overland Park or Lenexa, Kansas, Pathway Signs and Graphics serves all of these areas around Kansas City.

Unlike the many sign companies you see online, we value our customers and provide custom graphic and sign solutions. From our location in Kansas City, Missouri not only are we close to your business and can solve all of your signage needs, we know and understand the customers in our region and what’s important to them.

We employ a customer focused business model and our company is invested in Kansas City and the surrounding areas, our partnership with SignWorld has given us the tools and education we need to design, print and install some of the most amazing signs, graphics and vehicle wraps out there today using innovative software, products and materials.

Our Mission Is Important   

At Pathway Signs and Graphics we are able to listen to our customer’s needs, work with our clients to develop the best signage options based on wants and needs, and then create and install what we call our high impact visual branding solutions. Our customers are never out of the loop but on the project with us from start to finish.

If you think choosing a bulk printing sign company or one of those online “you-order-and-install-it” businesses, you may not receive the attention to detail you desire or the customer service. At Pathway Signs and Graphics we listen to our customers, partner together to think of solutions and this philosophy ensures our clients are always happy.

Skills and Training

We are a full service commercial sign company and are able to design, fabricate, print and install signs of all kinds as well as vehicle graphics and wraps. No project to us is too big or small. Our team is skilled in the areas of graphic design, decision-making, managing projects, and we are proud of the training we’ve received along the way—and we are always learning more about what’s new in the signage world.

Vinyl manufacturers like 3M and Avery are always coming up with new products and materials and we stay on top of each new introduction into the market. We also know exploring new equipment is important to our success. That’s why we’ve invested in top of the line wide-format digital printers that are able to handle jobs of all sizes. Our digital printing also ensures color clarity and exact color matching.

Exact color matching when making banners, signs or fleet vehicle wraps are essential for branding purposes. If your businesses’ website is one color of blue but your signage and vehicle wraps is a totally different color blue—that’s not branding your business—that’s confusing your customers. With our marketing and advertising—and branding knowledge, we help your business get noticed and help you to maintain a consistent branding theme.

We Solve A Need

Marketing, advertising and branding are important to today’s customers. To be the best commercial sign company in Kansas City, we realize it’s essential to solve our client’s needs. Some of our high-impact visual branding solutions include:

  • Educating clients on what signage products will allow their companies to attract more customers.
  • How to choose signage that will make a business look more professional and stand out above their competitors.
  • Work within customer advertising budgets—we have pricing solutions for all sizes and types of businesses.
  • Helping your signage remain consistently similar by taking advantage of our expert digital color matching.
  • Form a partnership for your signage needs whether you are moving your business to a new location, have an existing location or are seeking seasonal signage solutions.

We’re sure we have convinced you that the best way to find a commercial sign company in the Kansas City area is as easy as giving us a call or contacting us for a free quote.  We hope you’ll bookmark our web page as we continue to bring you advertising, marketing and branding solutions for your business whether it’s in Kansas City, Overland Park, Independence, Lee’s Summit or Lenexa!

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7 Business Benefits of Using Monument Signs in Kansas City

Are monument signs effective for business owners?  Statistics show 50 percent of new customers choose a business because of outdoor signs. Onsite signs are also equal to 24 full page ads in your local newspaper—and newspaper ads are expensive. In addition, outdoor signs costs approximately $.02 cents per 1,000 views and more consumers see signs than ads on television.  Here are the top seven business benefits of outdoor sign advertising for all business owners in the Kansas City area.

Signs Target All Demographics

If you’re a business owner in or around the Kansas City area, you’ve probably been told it’s essential to target the right market or demographics. Outdoor signs target all demographics. Forget about age, profession, males or females or finding the right advertising for kids—signs reach every demographic.

Cheaper Than Radio Ads

Compared to radio ads that offer no visual marketing, monument signs and the graphics and lettering they contain are visual branding solutions at an affordable price. Radio ads can cost up to $8.00 per 1,000 impressions, a lot more than the cost per impression of monument signs which we already know are only $.02 cents per 1,000 impressions. Radio advertising around your business area can be effective, however, imagine the powerful combination of radio ads and outdoor business signage. A consumer hears your ad and then sees your building sign—now that’s double impact advertising.

More Cost Effective Than Newspaper Ads

Newspaper sales reps offer charts and demographics on the number of people you’ll reach with daily, weekly or monthly ads. The problem is local newspapers don’t offer evergreen advertising or advertising that is constant like an outdoor business sign. Why pay almost $4.00 per 1,000 impressions for an ad in your local newspaper when once the next day’s newspaper comes out, your ad is gone and loses visual branding power?

 They Reach Local Customers More Effectively

According to Brandon Gaille, the CEO of the online marketing company, most of your customers live within five miles of your Kansas City area business. Gaille says, “The average person will see your sign about twice per day, or about sixty times per month.” This means your business sign will draw in the locals more effectively whether they are on a planned shopping trip or what Gaille calls an “impulse trip” and then choose your business over the competitor.


They Add to Your Consistent Advertising Plan

When you plan an advertising campaign it must be consistent. Your website and internet marketing efforts such as using social media should all be similar, colors and graphics and  specifically your corporate logo.  For example, when consumers see your website or Facebook page and then view your business signage, the customer will immediately connect all of your marketing efforts together. Graphics are powerful tools and something consumers remember.

They Amplify Your Message

Consistency in marketing is essential and adding an outdoor sign helps to amplify your marketing message.  Monument signs can be constructed to reveal what you do, what service you offer, or attract your target market.  Consumers immediately know if your business is a professional firm, a real estate company, a restaurant, etc. Whether it’s foot traffic or vehicle traffic, a business sign will strengthen your marketing message.


They Help Consumers Find You

If you have no signs, a sign in need of repair or a small sign a consumer can’t see your business will be hard to find. Today’s consumers may find you via your website or social media pages but they still need to find your brick and mortar location. A sign placed prominently outside of your business makes it easier to find your company.

Now that you know the business benefits of using monument signs in the Kansas City area, give Pathway Signs and Graphics a call and we can help you complete your business signange today.

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Marketing your Kansas City Business in 2014

2014-marketingAdvances in technology and the prevalence of smart phones have changed much of the retail landscape. Retailers realize that people may look up reviews of products while in stores and they often encourage it by making it easy to scan bar codes to go directly to reviews. With social media such as Twitter, Facebook and Pinterest being more popular that ever, 2014 will likely see a hybrid approach to marketing products in stores. In fact, Retail Prophet predicts more “Crowd-Cred” at the shelf in the coming year.  A great example of marketing strategy is the high end department store, Nordstrom. The store realized that consumers are becoming ever more aware of star reviews or online validation of your potential purchase. To tie social media popularity such as Pinterest with in-store good, the store has started utilize clever signage to highlight the specific product’s popularity on the site.

How can local Kansas City businesses take advantage of this new type of retail marketing? First step is to be aware of your presence on social media. If selling specific brands, search for those on different social media sites. Highlight popular items in store with specific signage and make it easy for customers to look up reviews.  Are you selling a particular item that has popped up on a TV show or movie? Have signage that alerts customers that this product is as seen on this particular show or movie. This approach is often taken online with sites like Coolspotter and ShopYourTv. Why not showcase products that are similar to popular items in magazines, online or on TV?

door graphic

While it is great to highlight and promote specific products in the store, a challenge for everyone in the new year is driving foot traffic in the store. While having an online presence for your retail location is smart, you also want to make sure your store is clearly visible, easy to find and stand apart from other businesses in the area. Think about items in your store or marketing materials that may need updating. Have you recently updated your business’ logo? Pathway Signs and Graphics can help you update your exterior and interior signage. We can help you prioritize what types of signage should be change first and what can be done throughout the year. Whether you need new Channel Letters, Monument signs, Lobby signage, door graphics or window clings, our team will help you through the process from start to finish.

Whether you are looking to integrate your social media presence around the store or updating store signage, contact us today and see how our team can help you. Pathway Signs and Graphics serves the greater Kansas City area including Weston, Overland Park, Lee’s Summit, Liberty, Platte City, and Gladstone.

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Why Kansas City Businesses Should Invest in Custom Signage

Tech_express_door_graphicWe realize that as a business owner or organizational lead, you are faced with tight budgets and deciding on the best distribution of your marketing and operational dollars. There are always inexpensive standard types of signage that will suffice in a pinch. However, you may feel like the cookie-cutter type of signs may not be doing your business justice, especially when attempting to tie together interior design elements, your branding and logos along with the wanted atmosphere of your business or organization. Ultimately, you may be facing the choice of generic signage or deciding to go with a custom look with a local sign and graphics company.

At Pathway Signs and Graphics, we come across questions regarding the use of custom business signs that are specifically made to order and how they can be beneficial to a given type of business, organization or institution. To best illustrate this point, lets delve into the different benefits.

Custom Directional or Exterior Signage

Not only is signage crucial for wayfinding purposes or identification, it serves as a marketing and promotional tool. Custom signage can be matched exactly to your logo, branding or graphics and influences customers and potential clients. Fresh signage helps set you apart from the competition and helps passerbys and traffic easily identify your business.

Even Established Businesses Can Benefit from Updated Custom Signage

While it is possible that the majority of your customer base may live in close proximity to your location. You may be missing out on potential customers that live just outside of the area or the average of 18% of homeowners that leave or move into a given neighborhood each year. It is also possible to reinvigorate local business with new custom signage that draws in the local customer.

Types of Customization

briar_sign_monumentWhether you are looking at exterior signage such as monument signs with architectural design elements or channel letters that match your logo, directional or way finding signage matched to the look and feel, Pathway Signs and Graphics can work with you to decide on graphic details, materials, sizing and other custom details.


The team at Pathway Signs and Graphics can help you work within your budget and come up with custom business signage that sets your business or organization apart from the competition or other local businesses. Realizing first impressions are always important, we will provide you with excellent customer service throughout the process from initial consultation, to design, to installation. If your business is in the Kansas city area including Platte City, Gladstone, Liberty, Lee’s Summit, Weston or Overland Park, contact us today to see how your business can benefit from custom business signage.

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