Hospitality Signage
How to be more ‘Instagrammable’
How Cafés, Bars and Restaurants Can Be More ‘Instagrammable’ Without Trying Too Hard
We all know that User-Generated Content (i.e., customers sharing photos and videos online) is one of the best and most affordable means of marketing your hospitality venue. And, in today’s competitive landscape, where customers are being conservative with their spending - we’re seeing the venues that create a real atmospheric experience are the ones winning.
However, customers don’t photograph features, they photograph moments.
So how can you make your café, restaurant or bar ‘instagrammable’ without trying too hard? We can’t all throw money at gimmicks, floral walls and neon signs for every corner of our space, so we’ve compiled our advice for how to create the next go-to spot that encourages plenty of UGC without the upheaval.
Have you considered these key opportunities?
Focus on the spaces people already stand in
The most shared photos in cafés, bars and restaurants aren’t usually taken in front of carefully staged installations. They happen where customers naturally pause - at the ordering counter, by the bar, or just inside the entrance.
This is where feature signage works hardest. A well-placed logo sign behind the counter, branded wall graphics near the bar, or a subtle statement sign at the entrance becomes part of the background of countless photos without ever asking for attention. Because these areas are already high-traffic, even simple wall-mounted signage or built-up lettering can add visual interest while reinforcing brand identity.
Rather than creating new “photo spots”, many venues see better results by refining the spaces customers already interact with most.
Good lighting makes everything more shareable
Lighting plays a huge role in whether a space feels photo-friendly - and signage is no exception. Even the best-designed sign can be lost in poor lighting, while clear illumination instantly makes spaces feel cleaner, brighter and more intentional.
Illuminated signage, halo-lit lettering, and LED feature signs help create focal points without cluttering the space. Inside, digital screens can add movement and brightness while still sitting neatly within the interior design. Externally, illuminated signs and window graphics ensure the venue looks just as good in evening photos as it does during the day.
When signage is well lit, it naturally becomes part of the visual story customers want to share.
Signs Express Glasgow demonstrated this perfectly when creating a show-stopping six-meter, double-sided illuminated lightbox for Glasgow Science Centre's big event, The 'Can Do Innovation Summit'.
Menus are one of the most photographed things in your venue
Menus appear in customer photos far more often than most operators realise - whether that’s a quick snap of a chalkboard, a story featuring a digital menu screen, or a table shot with a printed drinks list in the background.
This makes menu boards, digital menu screens, and printed menus an overlooked branding opportunity. Clear layouts, considered typography and consistent colour choices help menus look good on camera while also making ordering easier in real life. Digital menus have the added benefit of flexibility, allowing venues to update pricing, specials or time-of-day offers without compromising consistency.
When menus are treated as part of the overall signage system - rather than a standalone item - they support both the customer experience and the brand’s visual identity.
Consistency beats novelty every time
One bold feature might catch the eye once, but it’s consistency that makes a space recognisable and memorable. When signage feels cohesive across the venue, photos naturally look more polished and shareable.
Using the same fonts, colours and materials across feature signage, directional signage, menu boards, and toilet signage helps create a visual rhythm throughout the space. Even practical elements like wayfinding signs, door signage, and counter signage contribute to the overall look when they’re designed as part of a complete system.
This consistency doesn’t have to be loud - often it’s the subtle repetition that makes a venue feel considered and well put together.
Signs Express Bristol followed this philosophy with their transformation of Oowee Diner - one of Bristol's most loved burger joints.
Brand-first, trend-second
Trends come and go quickly, especially on social media. While it can be tempting to chase what’s popular right now, signage that’s built around brand identity tends to age far better.
Timeless materials, well-chosen finishes and flexible solutions like digital signage allow venues to evolve their messaging without needing to constantly redesign the space. Window graphics, promotional signage, and temporary displays can be updated seasonally, while core signage remains consistent and recognisable.
By putting brand first and trends second, cafés, bars and restaurants create spaces that feel authentic - and those are the ones people are most likely to share.
Thoughtful hospitality signage supports moments worth sharing
Creating an Instagrammable café, bar or restaurant doesn’t require gimmicks or trend-led features. More often, it comes down to thoughtful hospitality signage that supports how customers move, order and interact with the space. When feature signage, menus, digital screens and wayfinding are designed as part of one cohesive system, they quietly enhance the experience - and naturally become part of the moments guests choose to share. By focusing on clarity, consistency and brand-led design, hospitality businesses can create spaces that feel considered, confident and worth coming back to.
Whether you’re refreshing a single venue or rolling out consistent hospitality signage across multiple sites, Signs Express works with cafés, bars and restaurants to design signage that supports the customer experience from the first impression to the final photo. From feature signage and menu boards to digital screens and window graphics, our teams help bring spaces to life in a way that feels natural, considered and on-brand.
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