Advertising Totems: A Complete Guide to Choosing and Optimizing Your Signage

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Whether you’re setting up a new retail location, renovating the facade of a medical office, or installing signage for a shopping center, the question of advertising totems always comes up eventually. Here’s what you need to know before getting started.

1. What is an advertising totem?

An advertising totem is a vertical communication medium—either freestanding or anchored to the ground—designed to display a visual message, such as a logo, business name, practical information, or a promotional offer. It can be found at the entrance to a store, along the roadside, or in a lobby.

In the world of visual communication, the totem falls under the category of permanent signage. Its primary function is to identify a location or a brand. But depending on its design, it can also guide visitors, highlight a promotion, or simply strengthen a visual presence in a competitive environment.

2. What is the practical purpose of an advertising totem?

An advertising totem is designed to catch the eye and guide customers. But in practice, its uses are more varied than one might think.

• ATTRACTING PASSERSBY

A totem strategically placed at a street corner, at the entrance to a parking lot, or along the roadside captures attention even before a passerby reaches the storefront. 

• IMPROVING A BUSINESS’S VISIBILITY

Some businesses are set back from the main street, located in a shopping mall, or in a basement. A totem placed at the entrance or used for directional signage compensates for this lack of natural visibility. It thus serves as a signal that the business exists.

• STRENGTHENING THE BRAND IMAGE

A totem featuring a company’s brand colors—including its logo, fonts, and shades—contributes to the overall brand experience. Customers who recognize these visual elements instinctively associate them with quality and professionalism.

• GUIDE AND INFORM

Indoors, totems are often used for wayfinding: to indicate floors, available services, hours of operation, or different areas of the space. In supermarkets, shopping malls, or hotels, they serve as essential functional signage.

3. Materials Used for Totems

The choice of material is not just a matter of aesthetics; it also depends on durability, budget, and the installation environment. Here are the four most common materials.

ALUMINUM

The go-to material for high-end outdoor totems. Lightweight and resistant to corrosion and oxidation, it withstands both harsh weather and temperature fluctuations. Its polished appearance often earns it a place in signage projects for major retailers. 

PLEXIGLAS

The material of choice for totems with LED backlighting. Its translucency allows for even light diffusion, making it ideal for illuminated signs or totems.

WOOD

Appreciated for its warm, artisanal look, wood is perfectly suited for food establishments, boutique hotels, or businesses seeking to project a natural or organic image. It requires appropriate protection against moisture for outdoor use.

PVC

A cost-effective and lightweight solution. PVC is easy to machine, easy to print on, and affordable. Ideal for temporary installations or indoor use. 

Pub Industrier Marrakech assists its clients in selecting materials based on the intended location, local weather conditions—which can be quite harsh—and the desired visual effect.

4. Totem Dimensions Based on Location

There is no one-size-fits-all solution. The dimensions of a totem must be tailored to the space where it will be installed and the distance from which it needs to be legible.

SMALL SIZE — INDOOR USE

Designed for enclosed spaces: stores, lobbies, trade shows. Their primary purpose is informational: to provide directions, identify an area, or promote an offer. Readability at close range takes priority over visual impact from a distance.

MEDIUM SIZE — NEARBY OUTDOOR USE

Installed in front of a business, at the entrance to a residence, or in a garden. They signal the presence of a business or service from a distance of a few dozen meters. A good balance between discretion and visibility.

LARGE SIZE — URBAN ENVIRONMENT

Placed along roadsides, in commercial areas, or in urban centers with high foot traffic. Their height allows them to be seen from a distance, from a vehicle, or above visual obstacles. The graphic impact must be strong and the message immediately legible; passersby have only a few seconds to take in the message.

5. Types of Advertising Totems

Indoor Totems

Indoor totems are designed for controlled environments: stable temperature, no exposure to the elements, and artificial lighting. They can be made from more delicate materials such as lacquered wood or engraved Plexiglas and incorporate soft LED lighting or interchangeable panels to adapt the message according to the seasons or promotions.

They are frequently found in retail stores, exhibition spaces, hotels, and healthcare facilities. Their purpose is often as much informational as it is aesthetic.

Outdoor totems

Outdoor totems must meet stricter requirements: wind resistance, waterproofing, UV resistance to prevent yellowing, and often a mounting structure anchored to a concrete foundation. Frames made of anodized aluminum or stainless steel are standard for this type of application.

LED lighting is increasingly being integrated into these structures: it provides nighttime visibility and reasonable energy consumption. Some models feature backlit Plexiglas panels, while others incorporate LED light boxes on the front.

For outdoor installations in areas with intense sunlight or wind exposure, it is essential to work with a service provider who understands local conditions. This is precisely the approach taken by Pub Industrier Marrakech, whose hands-on experience in the region allows them to anticipate these issues as early as the design phase.

6. Budget and Cost Factors

For an outdoor or indoor advertising totem, expect to pay between 6,000 and 30,000 DH. This depends largely on the size, the materials chosen, the design, and finishing touches such as LED lighting. In Marrakech, prices generally fall within this range for sturdy, climate-appropriate installations.

Pub Industrier Marrakech provides accurate quotes for your outdoor or indoor advertising totem, taking local constraints into account.