Signage is an affordable and effective way to advertise your business when it is done correctly. If your signs can’t be seen or read, then they do you no good. When it comes to designing your signage, there are many factors you should consider. Here are a few things to keep in mind as you plan your next signage campaign.
Keep it visible: Visibility is the most important aspect of signage. Your sign must be easy to see and read at a glance. Signs come in every shape and size, so make sure you choose a size that is appropriate for the distance it will be viewed from. Consider where your sign will be positioned, as well as any obstacles that might stand in the way.
Less is more: Keep your message short so that it can be read quickly and easily. Avoid clutter. The most successful sign communicates its message concisely. Your message should be conveyed and understood in as few words as possible. When you crowd your sign with too many words or lines it makes it harder to read from a distance.
Easy-to-read fonts: You should choose clean, crisp, easy-to-read type styles to achieve maximum legibility. Try not to mix too many fonts; go for a maximum of two. When mixing, choose fonts that complement one another. Use fonts that are legible from a distance. Many people believe that using all caps makes signs easier to read from a distance – however, surveys have shown that using an upper and lower case is easier to read than all caps.
Mix it up: Go for variety. Choose a few different styles, colors, or fonts, and vary the signs you use. This will catch people’s eyes, even if they have seen your signs before. Once we grow used to seeing certain signs, our eyes tend to skate over them. Mixing it up means you can catch potential customers’ eyes again and again.
Add graphics: Borders are a great idea if your audience is automobile traffic. Surveys show that a sign’s border increases reading speed by up to 25 percent. Borders help the eye to focus on the message. A full-color digital photo incorporated into your design will add even greater impact. Think about adding your business logo, artwork, or other graphics to help enhance your ad’s design.
Use contrasting colors: When you choose a background for your signs, avoid using anything that will make it difficult for people to focus on your message. Remember that the greater the contrast between your text and your background color, the more legible it will be from a distance. When you use colors that are close together, it makes things very difficult to read.
Follow these guidelines to ensure that your signs are legible and your message comes across clearly to your intended audience.
About the Author:
Tim Slattery is the CEO and founder of CFS, Inc. in Norton, MA. He has over 28 years of experience and leads a dynamic group of people who successfully deliver superior and flexible marketing solutions and product support services to our world-class clients. You can contact him at [email protected] or click here to connect with him on LinkedIn
