Signage is one of the most powerful
forms of advertising. Making it effective
is part art and part science. A good
understanding of the parameters will
help you to work with sign designers
to craft your message into an effective
sign. This guide is intended to give an
overview of some of the important
considerations that go into designing
and purchasing an effective sign.
Every year the amount of visual and audio advertising
we are subjected to increases. Our brains compensate
for the information overload. This makes it increasingly
difficult to get your message seen and, even more
importantly, acted on. Traditionally it was believed that
physical features determined sign effectiveness such
as size, brightness and motion. Recent studies have
shown that meaningfulness is the single most important
factor in an effective message. Just as hearing your
name in a crowded stadium catches your attention
over so many other conversations, a targeted message
is most important in developing an effective sign that
is conspicuous for your intended audience.
One mistake people often make is they try to put
too much information on their sign. Signs with too
much information are confusing and don't get read.
Prioritize the information you want to put on the sign
starting with what is most important and follow the
guidelines for letter size readability to see what will
reasonably fit on the size of sign you are considering.
Be Conspicuous.
Prioritize your information, don’t put
too much information on your sign
Keep your message simple and
concise
“Research has shown that
meaningfulness is the most important
factor in sign effectiveness.”
A rule of thumb for text size that will have good impact
is 1” letter height for every 10’ of viewing distance.
Larger is better. What is the smallest you can go and
still be read effectively? The following chart has been
developed from data found in a study by the
Pennsylvania Highway department recommending the
minimum letter height for a viewing distance. It is
convenient for determining th