When it comes to choosing the right signage for your business, one of the first and most important decisions is whether you need interior signage, exterior signage, or both. While both serve the ultimate purpose of promoting your brand and guiding your customers, they do so in very different ways and under very different conditions. At Dimension Graphics, we’ve been helping businesses across Grand Rapids navigate these decisions for decades. Here’s a breakdown of the key differences, benefits, and considerations when it comes to interior vs. exterior signage.
Purpose & Function
Exterior Signage:
Acts as the face of your business.
Attracts foot and vehicle traffic.
Establishes your presence in the community.
Helps customers find your location.
Interior Signage:
Enhances the customer experience once they’re inside.
Guides navigation through your space.
Communicates branding, services, or promotions.
Reinforces professionalism and design cohesion.
Durability & Materials
Exterior signs are built to withstand Michigan’s unpredictable weather—from snowstorms to summer sun. Materials like aluminum, acrylic, vinyl, high-impact plastics, and weather-treated wood or metal are common. UV protection, water resistance, and structural integrity are essential.
Interior signs don’t face the elements, so they can incorporate more delicate or refined materials like brushed metals, glass, wood veneers, or lightweight acrylics. They focus more on design flexibility and aesthetic appeal.
Types of Signs
Common Exterior Signage:
Channel letters
Monument signs
Pylon signs
Wall-mounted or fascia signs
Dimensional lettering
Banners and window graphics
Common Interior Signage:
Lobby/reception signs
Wayfinding/directional signs
ADA-compliant signage
Menu boards
Wall graphics or murals
Informational plaques
Design & Branding
Both interior and exterior signage should be consistent with your brand identity, but their messaging often differs.
Exterior signs need to be instantly recognizable from a distance. Think bold fonts, high contrast, and simple messaging like your logo, name, and what you do.
Interior signs can afford to be more nuanced and detailed. You can incorporate storytelling, inspirational quotes, mission statements, and design elements that match your decor.
Compliance & Code
Exterior signage often requires permits and must meet local zoning ordinances. There are rules about size, illumination, placement, and even color in some zones of Grand Rapids. Interior signs, particularly ADA-compliant signage, must also follow federal regulations related to accessibility.
At Dimension Graphics, we handle all the permitting and compliance details for you so you can focus on your business.
Cost & Installation
Exterior signs tend to be more expensive due to their size, materials, lighting, and installation complexity. They also require regular maintenance to keep looking their best.
Interior signs are often more budget friendly and can be updated or swapped out more easily. They are also easier and quicker to install, especially in climate controlled environments.
Which One Do You Need?
New business? Start with both. Your exterior sign draws people in, and your interior signs keep them engaged.
Rebranding? Coordinate an upgrade to both inside and outside signage to maintain consistency.
High-traffic area? Invest in bold, durable exterior signage.
Customer heavy space? Focus on interior signs that enhance experience and flow.
Final Thoughts
Interior and exterior signage serve different but equally important roles in building a successful brand presence. Whether you’re looking to stand out from the road or create an unforgettable in-store experience, Dimension Graphics is here to help.
From design and permitting to fabrication and installation, we take pride in crafting signs that work just as hard as you do. Let us help you make the right first impression, inside and out.
Want help deciding what signs are right for your space? Let’s talk!
Call or visit us in Grand Rapids and let’s get started on bringing your vision to life!