Why signage fails
In our years in the sign industry we have had the pleasure to work with a lot of very talented designers. Many can create beautiful logos, brand guidelines and wonderful copy to inform customers. Many of our clients provide us with their own artwork and we are often tasked with the challenge of taking client provided logos and copy and applying it a manner in which it is maximized for use on a sign.
What does that mean?
It means not all great design is appropriate for signage. Often signs have less than 2 seconds to capture a persons attention and inform them, so easy to read logos & text is critical.
By learning the common pitfalls we’re able to avoid them in our layouts.
We find that when signage is not readable, it’s usually because of one or more of the following reasons:
- Copy – Too much of it, trying to over communicate
- Layout – Not enough spacing between elements, crowding
- Color – Not enough contrast, overuse of shadows & gradients
- Fonts – Too cute and too thin
What do I do about it?
So how do we address these challenges for our clients?
Copy – The “unwritten” industry standard is logo & 7 words or less. We work with our clients to ensure we focus an the “critical few” when it comes to text & copy.
Layout – Spacing is key, when working on a sign design we strive to have the appropriate use of space and allowing the different elements “breathing space” on the landscape of the sign (we don’t have to go edge to edge with the biggest letters)
Color – Bold is beautiful. Simple primary colors with plenty of contrast always does the trick. You want to keep the colors to just 2-3 to keep it easy on the viewer.
Fonts – Bold is beautiful (see color). If you think of the biggest brands they all have big block letters. Always easy to read and to identify.
Less is more
In todays world we are barraged with marketing, branding and advertising. Companies are all striving for our attention. When creating signage we always follow the principle of “Less is More”
Not exciting, but super effective.
Do you want your business or event to get noticed? Of course you do. A banner is a simple cost effective way to get more eyes on it.
We installed this opaque vinyl print to cover up the windows during a recent remodel. Windows are terrific landscape to use for marketing and branding.