You’ve got signage experience, so you know product quality is not something to take lightly. At the same time, you’re expected to keep prices low to make customers happy. It’s quite the conundrum! However, while a lower price point might seem appealing initially, the long-term value of high-quality materials and craftsmanship often outweighs any short-term savings. At DSW, we believe the key to earning trust, respect, and repeat business with your customers is putting your best products forward. When clients seem wary of pricing or question why your quote may be higher than a competitor’s, it’s important to explain the overall difference of producing a quality channel letter sign versus one that won’t stand the test of time.

Key Factors Influencing Channel Letter Pricing

When investing in channel letters, understanding what influences the cost can empower you to make the best choices and get the most bang for your buck. From design complexity to material selection, these elements can impact both your budget and the final product’s quality. Here’s a closer look at the key aspects that affect pricing and how they can influence your signage goals.

Materials Used for Channel Letters:

Aluminum Backers & Returns

Thicker aluminum provides superior durability and weather resistance. In order to save costs, a lot of companies use thinner options for backers and returns (like .032 aluminum) which bend easily and compromise stability, especially in inclement weather. Because of this, the acrylic and other components deteriorate more quickly.

DSW sets a higher standard by using a minimum of .040 prefinished returns (prepainted). Since we custom-make each sign, we can also upgrade the materials for larger or more complex signs, including aluminum backers up to .090 gauge to improve stability and increase longevity.

Acrylic

Not all acrylic is created equal. A lot of companies will cut corners and use a thin, ⅛-inch thick acrylic which can crack, fade, and display uneven lighting, diminishing a sign’s appearance, often within a year or less.

DSW uses 3/16-inch colorfast acrylic which is thicker, sturdier, holds up better to inclement weather, diffuses light better, and is more durable over longer periods of time. In the case of larger or more intricate signage, we will upgrade to sign-grade acrylic (SG Acrylic), for maximum durability and excellent performance with detailed elements like complicated fonts or designs.

LEDs

Cheap LEDs can burn out faster, be inconsistent (lacking constant voltage), and can produce hotspots, banding, or burnouts, leaving your channel letters or sign unevenly lit. They often don’t last more than a year, which can lead to surprise maintenance costs and issues. This essentially creates a negative impact on advertising and customer’s impression of the business.

DSW uses energy-efficient, UL-listed LEDs with constant current and wiring built to hold up to extreme temperatures. This means they’ll maintain their lighting integrity over many years, and are less likely to have lighting issues like hotspots and burnouts.

Labor and Design:

Bending Techniques

Hand-bending returns can be time-consuming and imprecise, making it challenging to create signs and letters with sharper points and angles, such as serif or cursive fonts. Automated bending machines, on the other hand, deliver more accurate results in a much more efficient and timely manner. Larger companies, like DSW, offer customer discounts because they can order materials in larger quantities and produce them more efficiently and accurately with the help of advanced machinery.

Design Complexity

Sign design can make a big difference when you or your customer want to stand out from the crowd. Intricate or elaborate designs — such as front/reverse-lit or faux-neon styles — often can increase costs due to the level of complexity of the build, and the amount of materials used.

By purchasing materials in bulk, using automated machines that can produce more accurate results, and truly understanding client needs and budgets, DSW is able to tailor solutions to deliver high-quality, cost-effective results.

Installation and Shipping:

Installation

Companies will either install signage themselves or hire out the job. The costs can change depending on the qualifications and experience of those who are installing. Someone who is qualified may cost more, but will take far less time in the long run, and will likely do it right the first time, alleviating future issues.

In many cases, an electrical contractor is required, but you also want to make sure that the installation company has the ability to pull electrical and sign construction permits and can deal with any issues that may arise. Additionally, other equipment may be needed to install signage, such as boom trucks or scissor lifts. It’s paramount to ensure that installation is done by a qualified and experienced team to reduce heavy costs or damage down the road.

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Shipping

Shipping can be a costly charge, but time is often of the essence in the case of signage, especially with companies who need a sign installed for a grand opening or event. Some companies cut costs by using open-crate shipping, risking damage during transit. DSW wants our customers to receive their signs in one piece and in good condition, which is why we package our signage in secure, protective crates to ensure it arrives clean and intact, saving clients time and hassle.

Long-Term Benefits of High-Quality Channel Letters

Durability and Maintenance:

High-quality materials, such as thick aluminum and robust LEDs, ensure that a sign can withstand harsh weather conditions and daily wear and tear, reducing maintenance costs and leading to a longer lifespan.

Brand Image and Energy Efficiency:

Premium signs maintain their appearance over time, resisting fading and physical damage, and reinforcing a professional brand image by presenting an attractive storefront. As an added bonus, DSW’s energy-efficient LEDs lower electricity costs and enhance visibility, ensuring businesses leave a lasting impression.

Risks of Lower Quality Signage

Opting for lower-quality signage can come with several pitfalls, including:

Poor Durability: Cheap materials are more susceptible to weather damage, fading, and physical wear. This can lead to signs that need frequent repairs or replacements, increasing long-term costs.
Unprofessional Appearance: Signs made from lower-quality materials may deteriorate quickly, looking shabby or faded. This can negatively impact your business’s image and turn off potential customers.
Safety Concerns: Inferior materials and construction can pose safety risks, such as electrical issues or structural failures, which could be dangerous and potentially lead to liability issues.

Addressing Cost Misconceptions

Myth: High-Quality Signs Are Too Expensive

People often believe that high-quality signs are prohibitively expensive. In reality, while high-quality signs have a higher upfront cost, they’re an investment that pays off in the long run through durability, low maintenance, and energy efficiency. Educating customers on the total cost of ownership can help them understand the value.

Myth: Cheaper Signs Save Money

Cheaper signs seem to be a cost-effective solution initially, but lower-quality signs may require frequent repairs or replacements, leading to higher long-term costs. Explaining the hidden costs of cheaper signs to customers can help dispel this myth.

Make the Smart Investment with Quality Channel Letters

Quality channel letter signs are an investment. And a great one, at that; signage has been proven time and time again to be a more effective means of advertising than radio, TV, or even print ads. The benefits they bring to a business easily cover the cost of the sign, which is a one-time purchase that provides eye-catching promotion 24 hours a day, 7 days a week, 365 days a year. It’s true that better construction techniques and more durable components increase the cost of a sign, but they also result in a more robust, attractive end product that requires less maintenance. The bottom line is this: while high-quality signs have a higher initial price, their durability, lower maintenance needs, and energy efficiency can lead to significant savings over time, and provide a more striking, professional calling card for business owners. By understanding this, businesses can make the right decision about their signage investments, balancing upfront costs with long-term benefits and overall quality.

Looking for the best materials and construction you can trust, every time? Contact us with any questions you may have about achieving signage excellence, or submit your quote today.

The Ultimate Channel Letters Question: Price vs. Quality