What’s Really Changing in the Sign and Graphics Industry?
Craig Brown, Chairman of the BSGA, shares what he’s seeing across the industry. No crystal ball gazing, just real-world insights from conversations on the ground.
Predicting the future is never easy, especially in an industry as diverse and hands-on as signage. But for Craig Brown, Chairman of the British Sign and Graphics Association (BSGA), it’s less about fortune-telling and more about listening to signmakers, suppliers, and clients across the country.
a dramatic transformation; it’s more subtle, an“I speak with companies of all sizes every week,” says Craig. “What I’m seeing isn’t dramatic transformation, it’s more subtle, everyday change driven by customer expectations, technology, and the way people buy and do business.”
Customer expectations are shifting
Craig says materials, inks and adhesives still largely revolve around price points, something sign companies have long managed. But there’s a growing sense that clients want more, even if their budgets haven’t kept pace.
“That’s not a criticism, just an observation,” Craig explains. “Competition often ends up being about cost rather than overall service. We’re also seeing more customers use AI to create their own design concepts. They see that as a free or low-cost step, and naturally assume that turning those ideas into usable outputs should also come cheap.”
It’s a shift that’s changing conversations between sign companies and their clients. For many, the challenge is explaining the value of expertise and craftsmanship in a world where digital tools promise instant results.
AI: Friend or Foe?
Looking to 2026, Craig believes AI will remain part of the creative process, but that doesn’t have to be a bad thing.
“AI in design is here to stay,” he says. “The question is how we respond, whether we embrace it, challenge it, or use it to educate our customers. If a client feels more invested in a project because they’ve had a hand in the concept, that’s actually a great opportunity to build stronger, longer-term relationships.”
Smarter systems behind the scenes
Beyond design, Craig sees growing interest in workflow and stock control, two areas that have historically been less structured in signage than in print.
“Our work tends to be more bespoke, so stock control hasn’t always been a focus,” he explains. “But since Covid, buying habits have shifted. Just-in-time ordering is back, and we’re seeing more companies explore software and AI tools to manage workflow and materials more efficiently.”
While some businesses are taking the leap, others are watching cautiously from the sidelines. Craig’s advice: stay open-minded.
“This will touch all of us in some way. Even small changes, such as better tracking of materials or job progress, can make a real difference.”
Keep learning, keep talking
When asked how sign businesses can prepare for what’s next, Craig’s answer is simple: stay curious.
“Watch what the companies you admire are doing and make small, steady changes rather than big leaps that could unsettle your business,” he says. “And stay close to your suppliers. Ask what trends they’re seeing and why certain materials are gaining traction. It’s not rocket science; it’s about investing time in your business and your people.”
Encouraging staff to be part of that process, he adds, helps build resilience and adaptability, two qualities every business will need as the industry continues to evolve.
Keep the conversation going
Finally, Craig encourages signmakers to stay connected, both to clients and to each other.
“Give your clients a reason to talk to you regularly,” he says. “Sharing insights about what’s happening in the sector keeps relationships active and valuable. That’s what helps you stay relevant.”
For Craig, the outlook for 2026 isn’t about upheaval, but evolution, with small, thoughtful changes that help the trade grow stronger, smarter, and more connected.