Learning center

1. ABC’s  of the Importance of Signage

Signs are an integral part of advertising your business.  If done well, your signage can be responsible for half of your customers! (International Sign Association)

  1. ATTRACTS NEW BUSINESS – 85% of your customers live or work within a five-mile radius of your business.  But according to the U.S. Census Bureau, 18.6% of the population relocates annually.  The most efficient, effective, and economical way to attract new customer and grow your customer base is with signage. 
  2. BRANDS YOUR BUSINESS – When driving to and from work, school, and shopping, your customers pass your locations some 50-60 times a month.  Your sign should be designed to command their attention every time they pass.  That’s how signs build top-of-mind- awareness and brand your business!
  3. CREATE IMPULSE SALES:  Best Buy discovered that about 17% of its customers were people who did not intend to stop there, but did so specifically because THEY SAW THE SIGN!

2. Visibility

Before deciding on the placement of your sign, stop and look at your store from the same angles as your future customers would. Notice the passing traffic, trees and foliage, power lines and other street signs, all of these things can limit the visibility of your sign. You only have a few seconds to grab the attention of passing drivers, use proper color, typeface, and lighting to distinguish from busy surroundings.

3. Lettering

Capitalization and Font. As a general rule, capital letters are more easily recognized but are tend to be read individually. Lower case letters, on the other hand, are read as whole words or phrases. Sign design research designates six font styles as the most basic.


Letter Visibility

For a sign to be most effective, it must be legible at enough of a distance for a passerby or driver to properly read and comprehend in just seconds. Letters with a taller and wider “stroke” can be read from further away. The below table shows recommended heights for maximum readable distance vs. readable distance for maximum impact.

Maximum Readable Distance Readable Distance for Maximum Impact Recommended Letter Height
100′ 30′ 3″
150′ 40′ 4″
200′ 60′ 6″
350′ 80′ 8″
450′ 100′ 10″
525′ 120′ 12″
630′ 150′ 15″
750′ 180′ 18″
1000′ 240′ 24″
1500′ 360′ 36″
2500′ 600′ 60″

4. Graphics

The most important reason to consult with an experienced sign design professional, we can help create an effective and attractive sign within budget or sign code limitations.

  1. Choose a font that not only fits your businesses’ style but is easily legible. Bold, sans-serif fonts tend to be more legible.  Make your message clear because drivers have just seconds to read your sign; some experts suggest three to five words. 
  2. Maintain white space; an industry guideline suggests that 30-40% of the sign area should remain blank space.  Too much clutter can distract drivers from your message. 
  3. Color combinations and color shades are important factors as well.   The most easily read combinations are black, dark blue, or red on a white or yellow background. 
DID YOU KNOW: 8% of males in the U.S. are color blind. It’s important to use high contrast color combinations, blue and yellow for example, is a good color combination, but blue/green on white or grey are more difficult color combinations for a color-blind person to read.

Below are Color Combinations ranked in order of optimum legibility:

1. black on yellow
2. black on white
3. yellow on black
4. white on blue
5. yellow on blue
6. green on white
7. blue on yellow
8. white on green
9. white on brown
10. brown on yellow
11. brown on white
12. yellow on brown
13. red on white
14. yellow on red
15. red on yellow
16. white on red

5. Lighting

Is your business open for business at night? Your sign needs lighting. Lighting options are vast, internally, externally, back-lit, light fixtures mounted above a flat wall sign, a sign cabinet lit from within with LED or fluorescent bulbs, channel letters lit from within or behind with neon tubing, a light behind the sign face, lighting the main message through a translucent material. As a business owner, you should realize the importance of the location of light fixtures has on the readability and always remember that your sign is working for you 24 hours a day!