Information provided by the Small Business Development Center
Signage is so common in today's society that its importance is often overlooked. If you're interested in learning about the role of effect signage and how to design the right signage for your business, this is the article for you!
What is the role of effective signage?
A business' signage is ultimately your first impression to a consumer. What is your sign saying to them? Is it legible to those driving by? Does it readily tell passerby what you offer, or does it only make sense to you and your employees? Is it effectively illuminated? Is it in a position where it can be easily maintained? What role is it playing in your business? Considering these questions, a sign should ultimately perform at least these three functions:
- Attract new consumers
- Brand your site in the minds of consumers
- Create "impulse" sales
How to design the right signage for your business:
The first thing to know about deciding which signage is right for your business is knowing what the sign code limitations are in your municipality- contact your local municipality for specific signage questions. As an example, in the Town of Lowville one signage limitation is that all signs must have landscaping of a minimum of 18 inches surrounding the sign. After understanding your municipality's coding limitations, it's vital to the effectiveness of your signage that you are consc
iously deciding your critical design factors. Critical design factors include:
- Visibility/Conspicuity
- Legibility/Readability
- Size, Scale, and Location
- Cone of Vision and Angle
- Graphic Considerations (Color, Contrast & White Space)
- Contrast/Brightness
- Letter Style
- Letter Heights
- Length of Message
- Illumination/Lighting
Visibility/Conspicuity
It may seem simple to say that you want your sign to be visible. However, even large signs, if not designed and placed with care, can be overlooked. Before deciding on the location (and possibly the type of sign used), the perspective of all your potential customers should be investigated:
- Can it be seen by drivers in cars from various directions?
- Can it be seen at a distance great enough for the driver to react?
- Would a pedestrian on the street see the sign?
- Are there any potential obstacles blocking sightline to the sign?
Conspicuity is defined as those characteristics that help an observer distinguish a sign from its surrounding environment. You only have mere seconds to grab the attention of drivers and passerby. For the best effect, the sign should be clear, concise, legible, and distinguishable from its surrounding environment.
Legibility/Readability
What is readable on paper cannot be so easily transferred to a sign. Having a legible sign depends on many characteristics, including letter size, font, spacing of letters and words, the amount of negative space, color combinations, and others. While it may be tempting to include as much information as possible when desigining a sign, it is often more effective to keep the message very simple. Allow space to exist between and around the text.
Size, Scale, and Location
The characteristics of your business location will often determine the location, the type and the size of the sign you have. You should choose a location for your business with signage possibilities and visibility in mind- otherwise, you might be in for a surprise. The key is not to underestimate the importance of your "face" to the public and to make the most of specific characteristics of your location and architecture.
Cone of Vision and Angle
Many signs will be seen through the windshield of a moving car. If your business has a sign that is setback beyond a driver's vision, then your sign is in danger of being missed.
Graphic Considerations
Even within the boundaries of your budget, or the legal limitations of your municipality's sign code, it is possible to create an attractive and effective sign.
Contrast/Brightness
Contrast is the difference between the darker and lighter areas on the sign itself. It is important for there to be a strong enough contrast between the legible elements of the sign and the background. Subtle differences in color will blur the lines and decrease legibility.
Letter Style and Capitalization
As a general rule, capital letters are most easily recognized, but tend to be read individually. Lower case letters, on the other hand, are generally read as whole words or phrases. Sign design research designated six type styles as the most basic- Roman, Gothic, Gothic-Block, Text, Italic, and Script. 
Letter Heights
If a sign is to be effective, then it must be legible at a distance sufficient enough to permit a driver to respond safely. Generally speaking, letters with a taller and wider "stroke" can be read from further away.
Length of Message
In general, information most important to the potential consumer should be emphasized, with ambiguity to be kept to a minimum.
Illumination/Lighting
You will want to be sure that your potential customers can see your sign during the nighttime hours, as well as during inclement weather. On-premise signs can be lit either internally or externally.
Overall, you only have one chance to make a first impression- and your sign is key. A sign does more than just identify your business. It pulls people in.
Check out these Lewis County businesses that have effective signage:
For more information on effective signage, contact the Watertown SBDC!
Source: What's Your Signage? New York Small Business Development Center, 2004