1. Keep it
simple.
The proper design of your sign is
critical to its effectiveness.
Crowding the sign with too many
words or lines of text makes it
impossible to read from a
distance. Use as few words as
possible so your signage is
legible. Fewer words are better,
and three to five words are
optimal for quick readability.
2. Keep it visible and legible.
Often times, LESS really is MORE!
In other words, by keeping your
message short, your sign is
easier to see and read at a
glance.
3. Consider colors carefully.
Too many colors take away from
the quick readability of the
sign. Again, stay simple. Make
sure colors are contrasting.
Yellow on white is not readable,
whereas black on white is very
readable. (Refer to a color chart
or wheel for best contrasting
colors.) If you have several
colors in a graphic, stay away
from multi-colored lines of text
or words (they will compete with
the colors in your graphic).
Black text is better.
4. Avoid clutter.
"White-space" is the
surface area of a sign's face
that is left uncovered by either
text or graphics. The proper
amount of white space is just as
important for quick readability
as are graphics, text and colors.
30% to 40% of the sign's face
area should be left as white
space for optimal readability.
5. Grab attention.
There should be something about
the sign that will reach out and
command attention. Ideally, the
first read should be a large
pictorial graphic or your company
logo, but it can also be large
dominating text.
6. Keep it near the viewer.
Your message competes in a
complex environment. Put the sign
as close to your viewers as
possible. A passerby must be able
to differentiate your sign from
its surrounding environment. Make
certain the sign can be viewed
without obstruction from any
source. Drive past your business
from all directions to help
determine the most visible
location for your sign.
7. Appeal to impulse buyers.
Many owners mistakenly think of a
sign as merely a device that
identifies the business. What
they fail to realize is that 55%
of all retail sales are a result
of impulse buys. People see, shop
and buy. If a sign is
ineffective, it can actually cost
the business owner more in lost
sales than the entire cost of a
good sign.
8. Your sign is your handshake.
Your sign is your handshake with
the buying public, and first
impressions are lasting
impressions. Your sign must
project the image you want the
public to have of you. People
will judge the inside of your
business by how it looks on the
outside. |
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