Designing a logo is one of the most pivotal steps in starting a business. It needs to stand out amongst the millions of brands already out there and look professional on a sign. While digital marketing is a critical component brand messaging, most small businesses attract customer through signage. Even people who hear of a brand from an online platform will look for a physical sign when they stop by the store for the first time. It is imperative that you create a sign for your business that attracts customers and clearly shows what it is all about.
Small signs do not get noticed much. It can be difficult to take in a small sign as you drive by or if it is clustered with several other signs. You must first choose the size before you can move on to the design aspect of creating a sign. The size will also determine how big the lettering can be – the larger the letter, the easier it is to read. Font size is especially important if the sign will be seen from afar like a road or conference. A good reference is to think of each inch of letter height as 10 feet of visibility, i.e. 10-inch letters will be most effective at 100 feet. The typeface you use will also affect how legible your copy is. A flowery script may look appealing to you, but it can be difficult for people to read from a distance.
Less is more when it comes to brand signage. You could add your company logo, design features, and details like, “est. 2018.” Be sure not to overdo it though – too much information can overwhelm and confuse your customer. A custom sign should draw people in, not ward them away.
Different colour combinations give off different energies, influencing the way people perceive it. If you are a restaurant you may want to choose red tones because it induces hunger in people, a medical office may stick with blue tones because it is recognized as professional and sanitary. Studies have show that 80% of the recognition of a brand is due to its colour. Pick a palette that will stand the test of time and avoid colours that are trendy as they can become outdated quickly.
While considering the colours for your sign, also make sure there is enough contrast between the background and the foreground. Text and graphics should stand out, or it risks being overlooked by people. Similar colours paired together can reduce a sign’s readability. Adding a border around letters can increase readability while keeping colours similar, i.e. a white background with white text that has a black border.
There are no hard and fast rules for designing a sign, only best practices that have been proven to work effectively. Although, there are rules and guidelines that must be followed regarding the type and size of signs in exterior commercial areas. Be sure to know the rules in your community and follow them before spending money on a sign.
Sign Nation has helped various businesses design signs for many uses. We have several years of experience creating signs that draw people in and leave a lasting impression on them.