The Right Sign for Your Business
Successful signage involves more than creating an attractive arrangement of logos and slogans. It is also a blending of complex elements such as marketing, demographics, an understanding of visual acuity, conspicuity, and obliquity. Complicating the task is the fact that the reader is usually moving, and the sign must be seen, read and understood in an instant.
No matter how good your product or service is, if your sign does not make people stop and shop, you will not be able to compete. In our highly competitive and media-rich world, an investment in professional sign design is worthwhile. Trained designers understand how to get the consumer's attention. Most importantly, they know how to get the consumer to respond.
Remember, every major chain that exists today started out as a small business. Your long-term success can be shaped by the effectiveness of your street presence if it is professionally designed from the very beginning.
The right sign for your business must send the right message to your potential customers.
Lighting is essential for most signage. It allows your sign to be visible and readable day and night, in all kinds of weather. When a sign is illuminated, drivers can read it more quickly. Another benefit of an illuminated sign is that 24-hours a day it is advertising your business. Even when your business is closed, that constant reminder helps build memory of your business.
Signs are generally illuminated by one or a combination of three basic methods: by lamps mounted outside it and oriented to shine on the sign's face, by internal illumination that shines through the sign's face, or by illuminated elements such as exposed bulbs, LEDs, or neon-style tubing. A wide variety of illumination methods are available, and rapidly developing technology is creating a virtually unlimited variety of possibilities, many of which are very economical to install and maintain, as well as being energy-efficient.
When you select the color scheme for your business, you should consider your sign's illumination options at the same time, because the illumination you choose can have an effect on the sign's appearance. Some businesses want their sign's colors to match their print and other media advertising exactly. Some forms of illumination are much better than others at accurately displaying color. If accurate portrayal of your business's colors is important, you should choose an illumination source with a high Color Rendering Index (CRI) rating.
A properly lighted sign should be bright enough that it can compete with other signs in the area without being annoying. Many cities are beginning to impose limits on brightness, so before designing a sign you should check to see what those limits might be to determine whether your sign will be visible at night.
The Right Colors and Fonts
To design a sign that look great it is important to select colors and fonts that are easy to read and consistent with the message that you are trying to convey. An effective combination of colors and fonts will also create a cohesive message. Here are some tips on how to use colors and fonts to create a great custom signage.
Understand where your sign will be displayed and design accordingly. Different color combinations can produce a variety of different effects and should match your audience. Investigate the distance and speed at which potential customers will be viewing your signs. If your custom signage is going to be seen mainly by people driving by in their cars, it is critical to make your marketing message eye-catching and easy to read. Grabbing the attention of prospective customers with strong colors, large text and a clear message about your company is one way of making the most out of this type of audience.
Make it readable. To maximize the readability of your business sign, use bold contrasting colors. The most visible color combinations for advertising signs are black on yellow, black on white, yellow on black, and white on blue, according to the Outdoor Advertising Association of America. Featuring important information, like your phone number, in a different color from the rest will increase reader retention by 78%, according to the Pennsylvania College of Optometry. Don't go overboard with additional colors however, as too many colors can distract from your message.
Keep it simple. Design signs that are consistent with your business goals. Try not to get carried away with fonts that don't mix well with other business materials. Though it may be tempting to use extravagant fonts to spice up your custom signage, fancy fonts can distract from your marketing message and make your signs jumbled and confusing. Adding too many words when advertising with signs can also distract viewers.