Have you ever driven by a sign that you couldn’t read? Maybe the top line caught your attention but you couldn’t make out the number to call for details. Did you circle back to get the information you wanted?
Probably not.
Let’s face it, your customers don’t have to. Competition is numerous especially when you factor in the Internet. Even if it’s something they need, they don’t have to stop. They can just Google it when they get home. If you’re lucky Google will bring up your listing.
Tips for Better Signage
The clarity of signage and posters are very important. If you want foot traffic in your business, signage is an effective way of getting it, but only if your signs and printed materials are clear and attractive. Here are a few tips to help you make that happen:
White Space
The human eye needs white space to be able to decipher what the sign says. We suggest using a 40/60 rule. 40% of your sign space should be copy, 60% white space. We’ve all seen those signs that have so much to say, you can’t read it all in the time it takes you to drive by them. Overloading text also makes the entire sign difficult to read. Don’t ruin your marketing with so much information the customer can’t even digest the minimum of what they need.
Contrast
The color of your lettering and the background should provide a nice contrast to one another. This allows the sign to be viewed at a greater distance. We can help you select colors that reflect your branding and grab attention.
Readability
For signs that will be along the roadway, you’ll want to think about how fast the average car is going. The speed of the car and the size of the lettering will dictate how long the driver can read it. This should also factor into your message. For instance, a road where drivers are driving 25 mph past a sign with letters that are 10 inches will be able to read the sign for about 13 seconds, but on a sign with 4 inch letters you’ll cut that ability in half to about 6 seconds. Six seconds worth of copy isn’t much more than a company name and phone number. Make sure your copy is the appropriate length for your speed and letter height.
If your signage is for a trade show booth on the other hand, you can place more text on it because customers will be walking and not driving by it but keep in mind they are still moving. Very few people will stop to read a sign unless it is particularly clever.
While it’s important for our customers to know how to get the most out of their promotional marketing, our design team is always there to help with ideas and best practices. Call us today.
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