- A Sign Says a lot About a Business - exfordy:Creative Commons
Most businesses use signs of some kind. These can be external or internal and range from corporate names atop skyscrapers to simple price signs in a retail store. Modern signage can be truly high-tech, with gigantic plasma display signs fighting it out for the public's attention with dynamic digital signs on city streets.
Good signage can make a big impression on customers and the general public, just as poor signage can communicate the wrong image to the world. UK firm The Design Practice explains: “In a competitive marketplace you need to make the most of every promotional opportunity. For many, your company signage may be the primary visual face of your organisation - therefore it's vital to get it right.” (Exhibitions & Signage, thedesignpractice.co.uk, accessed 8 May 2010)
The basic signage principles discussed here can be used to plan a signage program for any business, regardless of its industry or size.
Start with the Basics of Good Signage
A sign has to be read, so make it easy to read. Consider factors like how far away the sign is from the person who’s looking at it and how well-lit it will be at various times of the day. These will be critical considerations in choosing the size of the lettering to use. For a viewer 100 feet (30m) away from a sign, the minimum readable letter height in good light is 3 inches (8cm) for people with normal eyesight.
Have a consistent look to all signage. Use the same colors and typeface throughout the business, and link the style of the signage to all the other promotional and communications elements including advertising.
A sign that uses all capital letters is generally harder to read than one using a mix of upper- and lower-case letters. Use a simple typeface and avoid script or other ‘fancy’ varieties. Bold type is easier to read than thin or delicate fonts.
A corporate logo or other symbol can add visual appeal to a sign. It’s best to use just one strong graphic element so the viewer’s eye is be drawn to it and doesn’t move around the sign looking at different objects.
Be careful when choosing colors for signage. Dark type on a light background offers the maximum contrast and is the most visible. Restrict the number of colors to a minimum and make sure the letters really stand out from the background.
A sign must fit in with its location. Urban land trust organization Scenic Hudson expresses this principle: “Every sign should meet three important criteria: communicate its message clearly, be compatible with its surroundings, and enhance the visual image of the community.” (Good Signs and Good Sign Ordinances, scenichudson3.org, accessed 8 May 2010)
There’s a “Seven Word Rule” about signs that’s often quoted. It says that when people look at a sign they’ll be able to assimilate a maximum of seven words. According to this theory, any more are wasted and can actually detract from the value of the sign. This doesn’t mean a sign has a minimum amount of words either. Keep the number of words to a minimum so the sign communicates its message as quickly as possible.
External Signage Requires Extra Care
Be sure any external signage complies with all applicable local legislation. Most municipalities have signage regulations that dictate such things as maximum sizes and whether they can be internally illuminated. Ask a signage professional about any restrictions that may apply locally.
The materials used for external signage have improved considerably since the old days of ‘paint on plywood.’ There’s a choice of new and sophisticated materials that need to be carefully analysed before making a final selection. It’s worth paying a bit more to get a sign that will retain its original appearance throughout its service lifetime and not be adversely affected by weathering or age.
Shorter text is better. If the signage is meant to be read by people who are passing by on a road or highway, use as few words as possible. If the sign’s going to be seen by people who have a lot of time to read it and are standing still, such as at a bus stop or in a railway station, more information can go on it.
It’s always nice to have a business name up in lights but signage should also tell people what the business does. ‘Brown & Macy Lawyers’ says a lot more than just ‘Brown & Macy.’
Internal Signage tells a Story
Location is a critical consideration for internal signage. The ‘Sign College’ website says: “Interior signs, as well as banners and window lettering, must also be installed where they can be comfortably seen and read.
“Use the same guidelines and note when the sign will first be noticed and from where it will be read. Obstructions such as lighting, displays and other factors must be considered.” (‘Sign College Courses,’ signwarehouse.com, accessed 8 May 2010)
If customers ask the same question over and over, put the answer on a sign. For example, if the business sells a product that comes in a range of colors and customers keep asking “What colors does it come in?” put up a sign that lists the colors in the range.
Another approach customers will appreciate is to have signs that carry prices also show the features of products. If an item costs more than another similar item, tell customers on the sign what the additional features are that justify the price difference.
If the business advertises a product show customers where it is with a big sign saying something like “As advertised on TV.” The same thing applies to items in catalogues or flyers, especially if the prices are particularly attractive.
Probably the most important rule of all is to have signage professionally written. Homemade signs are for amateurs and make any business look cheap.
Philip Keeffe - Phil Keeffe is an Australian journalist originally from California who has lived in Sydney since 1968. His communications background ...
