Creating Signs that Attract Customers
3 Design Tips for Creating Signs that Attract Customers
In this tech-centric, high-paced world, we’re often talking about advertising and marketing online and over mobile. But when it comes to really grabbing people’s attention, sometimes a good, old-fashioned sign can be your best bet.
The choice of color plays a huge part in a well-designed sign. Think of “Coke red” or “McDonald’s yellow.” Often, color can help convey a brand’s identity. Studies have shown that 80 percent of the recognition of a trademark is due to its color.
Another important consideration: trendy colors. Some business owners may feel compelled to convey their personality via signs that use current, modern colors. But care should be taken to consider longevity when designing static signage, today’s color of the year could be tomorrow’s eyesore.
Contrast For Readability
A sign’s contrast will usually determine its readability. Contrast, therefore, is a huge factor for any engaging sign. Most building signs will include either text or graphics in the foreground, with a continuous background color. The contrast between these two items is critical to the viewer’s retention of the content.
For example, you might consider a dark color on a very light background, or the opposite of that — black on white or white on blue. Pairing similar colors can decrease a sign’s readability.
However, a weak color contrast can be strengthened with an outline or drop shadow around the foreground lettering. Adding a border around the text or graphic also increases reading speed.
Yes, Size Matters
Simply put, the larger the letter, the easier it is to read. This is especially important if you’re creating roadside signage or exterior signs that will be displayed at a significant distance — at a conference, for instance. A good rule of thumb might be 10 feet per inch of letter height. So lettering with 10 inches of height may have the best impact at 100 feet distance.
Different typefaces also affect legibility. While you may want a flowery script to convey a certain style, it may be difficult for people to read it over greater viewing distances.
These are the 3 key tips to keep in mind when thinking about the design of your business signs. Keeping a consistent color scheme, with colors that are timeless (1980’s Pink or 1970’s Yellow would be examples of colors that ARE NOT timeless.) Using a good contrast to improve readability and reading speed (helpful especially for drivers.) Finally size is very important, not going too big or too small will help readability as well, again, especially for drivers.