Make a Great Sign: Increase the Success of Your Sign Using These 5 Tips
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Make a Great Sign: Increase the Success of Your Sign Using These 5 Tips

Your business sign is the first perception customers will have with your brand. For you to attract customers to your store, your sign must be engaging and readable. Here are 5 tips to increase the success of your sign and stand apart from the competition.

The Font

The readability of your font is your first priority to effectively convey your message. Choose simple and plain fonts to make your business signs easier to read. We recommend sans serif fonts for most of your marketing needs.

Choose Simple Fonts

Sans Serif

  • Sans serif fonts are easily visible from a far distance. This is why street signage, wayfinding signs, and yard signs use sans serif fonts.
  • The boldness is great for emphasis and headlines.
  • The simplicity of the letter shapes is easier for children learning to read.


  • Great choice to pair with sans serif fonts. Option to make the headline and important information in a sans serif font and supplementary content in a serif font.
  • Serif fonts are great for large passages of text in magazines and books but think twice before applying it to your business sign.
  • Serif fonts evoke a fancy, traditional, and professional look.


  • Script fonts have a unique and stylish personality but can be difficult to read on most business sign.
  • Difficult to read in a trade show environment and may be illegible when viewing from a distance.
  • Treat script fonts as graphic elements rather than informational text.
Avoid Hard to Read Fonts

Eccentric and stylish fonts, in most cases, will make your sign difficult to read. Remember that legibility is necessary to communicate your message to your audience.

The Size is Important

Always consider the distance between the viewer and the content. If people cannot read your sign, it is ineffective in promoting your business.

Text Size Chart

At the distance of 50 to 100 feet, you have 5 seconds to draw people to your space - so make sure your company logo and main messaging is visible. The ADA suggests an increase of 72 points for every 25 feet of viewing distance.

The Color

Color significantly increases readers' attention spans and recall. It also improves communications, helps boost sales, and enhances productivity. Your signage is more likely to leave a lasting impression if it is in color, which in turn attracts more customers to your store.

Color Contrast Comparison

Color contrast is key to the legibility of your message. General rule of thumb is to pair light-colored text on a dark-colored background, and vice versa.

Contrast is Key

According to the Outdoor Advertising Association of America:

Research demonstrates that high color contrast can improve outdoor advertising recall by 38%.

Color Emotion Guide

Our brains process and respond to color instantly without our conscious awareness. Color can influence our perceptions; however, it is important to note that these effects differ between people. If used properly, color choice has the potential to connect your audience to your brand in a more personal way.

Keep it Simple

With an exposure time of 4 to 5 seconds, your message should be straightforward and memorable. Keep your message 7 words or less. When it comes to signage, less is more.

Keep it Simple

Here is a quick exercise to write a concise headline for your business sign. Start with writing down the message you want to convey to your audience, then revise it in as few words as possible. Keep shortening it until you are left with 1 to 7 words for your headline. Try to stick with one idea and message so you won't overwhelm people with competing messages.

Remember to keep only the essentials. Your audience is constantly on the move. You have less than 5 seconds to create a lasting impression - so make it bold and direct.

Posted in Design on Apr 19, 2017