Investing in signage as a highly visual representation of your brand is a big step for many businesses. Getting it right can do wonders for attracting customers through the door. However, getting it wrong can become a costly process to fix. One of the biggest influences in getting it right is in the initial sign design. So here are the 5 essential rules to consider in sign design to lead you in the right direction.
by Ron Gladman
Business Development Manager, Programmed Property Services
1. Choose your signage designer carefully
Industry experience is essential because translating a great brand into effective signage takes great skill.
Size is important. Wasting money on a sign that is too large is just as bad as making a sign that’s too small and illegible. Plus, if you’re getting a new sign or replacing an old one with a larger sign, you’ll still get stuck in the Local Government approval process. Other considerations in relation to size is determining the letter size to fit with the shape and size of the sign, as well as the distance from the sign to the customer. A rule of thumb for the greatest effect is 30cm of letter height for 50m viewing distance works very well.
Great care must be taken when selecting colours as this conveys the identity of the brand. Be careful when choosing “trendy” colours as your sign may date and lose its attractiveness in a short period of time.
The contrast between the text (usually foreground) against the background is vital to the customer’s ability to read the message and to retain it. This contrast may be obtained by using strongly contrasting colours or the use of an outline or a shadow
Illumination certainly makes signage stand out at night, but you must ensure your illuminated sign is being seen by the customers you’re wanting to attract. Additionally, you’ll need to make sure the method of illumination is effective.