A sign is about making an immediate but lasting impression. You want the viewer’s eye to be quickly drawn to it and to remember the details it communicates. A good sign could be the difference between gaining a customer or losing one. But if you don’t think through all the details, your sign can miss the mark or leave the wrong impression. While planning your company’s sign, make sure you avoid these five common mistakes.
1. You’ve placed it too high!
Good signage is all about meeting sightlines. Your sign needs to be placed at the appropriate height for the settings. Should it be seen from the highway? You need a pole sign or high-rise sign to clear surrounding buildings and trees. Is it street level? It needs to be low enough to be seen by pedestrians and motorists. Placing a sign too high lets potential customers walk or drive by right under it.
2. You’ve camouflaged it!
A sign also needs to stand out from its surroundings. Research the placement of your sign and its background. Will your backdrop be natural surroundings? Avoid greens and browns, and choose bold, bright lettering. Think also of the angle of your sign, and make sure it’s placed perpendicular to viewers’ trajectory, so the sign doesn’t blend into the façade of a building.
3. You’ve provided too much info!
What information really needs to be communicated to the viewer? Your company name, your website, your phone number, your logo? When you try to fit all of these things into one sign, you can end up communicating, well, nothing to the viewer. He or she will be too confused about where to look to truly remember any detail whatsoever.
4. You chose the wrong color or font!
Believe it or not, fonts have a personality. Some appear warmer or colder, some are better suited to restaurants while some are more appropriate for landscaping businesses. Certain fonts may look good on paper, but they don’t translate to a larger format. Your color palette is also very important; the wrong blend of font and background colors prevents your name or logo from standing out. Professional designers can help you choose the right colors and fonts for your sign.
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770-889-1212
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