Retail Store Signage Design refers to any kind of visual store graphics that you have that displays information to your customers about your business and your products. The purpose of store signage. There are three main purposes for using signage: advertising and marketing, attracting customers and foot traffic, and guiding customers in-store. The main purpose of signs is to communicate, to convey information designed to assist the receiver with decision-making based on the information provided. Alternatively, promotional signage may be designed to persuade receivers of the merits of a given product or service.