Why Your Small Business Needs a Sandwich Board That Actually Works

SignageHand-painted
Written By Donné Hallot

When it comes to small business marketing, everyone talks about social media, email funnels, and “visibility.” But you know what most people overlook?
The humble sandwich board — also known as an a-frame signage or sandwich sign — one of the most effective (and wildly underrated) pieces of store signage you can invest in.

Yep. The low-tech, old-school, sits-on-the-footpath kind.
And honestly? It still works better than half the flashy digital stuff out there.

Why a Sandwich Board Still Matters in 2025

A great sandwich board does one thing perfectly:
It grabs the attention of real people already walking past your business.

No algorithms. No ads. Just honest, eye-level communication.

Here’s why it matters:

1. It stops people in their tracks

A well-designed a-frame signage piece can literally change the flow of foot traffic. When someone sees something hand-painted, beautifully branded, or just plain charming, curiosity takes over.

2. It communicates your vibe instantly

Your sandwich sign can do more than list opening hours or promote a special.
It can show your personality, your values, and the tone of your brand — all in a single glance.

3. It's one of the most cost-effective marketing tools you’ll ever buy

You pay for it once. It works for you every single day.
No subscriptions, no top-ups, no boosting needed.

4. It builds trust before customers even walk in

Thoughtful store signage tells people you care about the small details. And when your signage feels human, crafted, and intentional, your business does too.

Hand-Painted A-Frame Signage: Why It Hits Differently

Sure, you can buy a cheap printed sandwich board online — but that’s not what makes a passerby stop and think, “Ooh, this place looks like my kind of spot.”

Hand-painted signage carries a different energy.
It feels warm. Real. Memorable.

At Roam, we create custom, hand-painted a-frame signage that’s built to last (we’re big fans of design that can handle more than one season). Each board is crafted with precision, high-quality materials, and finishes that can handle life on the footpath.

What Makes a Good Sandwich Board

Here’s what we always recommend:

  • Clear, simple messaging

  • Strong brand colours + typography

  • Durable materials - ply, metal and paint depending on your needs. (we recommend paint to ensure longevity and character - no peeling vinyl from the NZ sun)

  • A little personality, maybe enough to make someone smile

  • High-contrast design for maximum visibility

  • Hand-painted or bespoke elements for authenticity

If your board looks like it came from a bulk signage supplier? People notice.
If it looks crafted and intentional? They notice even more.

Store Signage That Tells Your Story–Not just your hours

Your sandwich board isn’t just practical…
It’s a tiny billboard for your brand ethos.
Are you playful? Purpose-driven? Community-focused? Luxurious? Earthy?

Whatever your vibe is, your signage should carry it.

And yes — we create store signage for businesses across Aotearoa and beyond, with nationwide hand-painted signage available. Whether you’re local or elsewhere, we’ve got you.


Thinking About a New A-Frame Sign, Let's Talk.

If your current board is faded, flimsy, or saying absolutely nothing about your brand, it might be time for an upgrade.

We design and hand-paint sandwich boards, a-frame signage, and custom store signage that lifts your brand, attracts the right people, and lasts far longer than the budget options.

Because good signage shouldn’t just get you noticed —
it should feel like part of your story.

Donné Hallot