#1 What In The?
Good signage is vital for your brand, business, and goals.
According to a survey conducted by ‘Custom Neon,’ good signage is absolutely essential. A whopping 77% of respondents revealed that they have had issues finding businesses either due to poor signage or no signage at all.
Furthermore, 76% said that they have visited a store or business simply due to how attractive its signage was.
Meanwhile, 66% of respondents spilled the tea that they had a poor opinion of a business because of its signage.
And a whopping 72.2% said that, in their opinion, good signage is more important for a business than its social media presence or newspaper ads.
So, what does a good sign actually look like? Well, that depends entirely on your brand identity and what you aim to achieve.
If you want your signage to be memorable or attract a certain type of customer, you might go for something humorous or punny. Meanwhile, if you want to leave a professional impression, you might go for a bit more subtlety and refinement.
But no matter the specifics of your brand or goals, there are several main design decisions that you want to embrace if you want your sign to function well.
At the end of the day, you want your sign to stand out from the crowd. What’s more, you want to get your message across as quickly as possible, with as little friction as possible.
If your potential customers or target audience spend precious seconds scratching their heads, trying to make out what you’ve written, you’ve already failed.
What you want to aim for is clarity and simplicity.
Integrate these two things, clarity and simplicity, into the very core of your signage.
In the meantime, avoid the rookie mistake of overdesigning your signs. Visual clutter wastes time because your audience has no clue where they ‘should’ be looking.
Unless your goal is to be chaotic and distracting, try to adopt a ‘less is more’ approach.
“The hallmark of an outstanding sign is its ability to convey information swiftly and unambiguously. Clarity reigns supreme,” explains ‘Twilight Signs.’
“Your message should be easily digestible at a glance. This involves selecting a legible font, ensuring ample contrast between text and background, and using concise language. Remember, signs are often viewed while on the move, so every second counts.”
