Your sign instills the tone of your business before your customer enters. According to the Small Business Administration, people often judge a business by how it looks on the sign. A well-designed sign resonates in the minds of your target audience so much so that they are enticed to visit your business strictly upon viewing your sign. Signs serve as 24/7 advertising, catching the customer’s eye and advertising your location as well as the services of the business.
The first characteristic of a well-designed sign it that it conveys your message clearly and concisely. Doing so is a matter of quality not quantity. The first thing to consider is your audience and your message – what do you want potential customers to know and think about your business? The message needs to be simple because you typically have about three and a hald seconds of the reader’s time. Experts say you should have fewer than seven words and fewer than three design elements. The flip side of “keeping it simple” is to not leave things to chance. While a simple sign would only have the business name, an effective sign provides information on products and services provided. Compare these two signs:
To fully understand “keeping it simple,” it’s useful to understand the hierarchy of signs and sign programs. Primary signage, or the primary message, identifies a business name. It’s your branding and may include a logo. It is typically viewed from longer distances, and is best located in association with an entrance. Because the ability of a sign to quickly convey its message is essential, it is not desirable to repeat the primary message excessively. Instead, signs should be strategically placed. Secondary messages, or signs, provide information on the products and services provided (“bakery” in the example above). Obviously, these need to be designed to be less than, often smaller than, the primary signage. Signs with basic operating information – house numbers, hours, menus, directories, no guns, parking, no parking and so forth – are viewed from shorter distances and often at pedestrian level. The totality of your signage program should consider this hierarchy and the purposes of each. The minimum effective quantity of signs is not only better design, but also less expensive.
The size of signs is often misunderstood. Massive signs are not more effective than well-sized signs and can communicate the wrong message about your business. Over-sized signs indicate a lack of understanding of your needs, a lack of strategic thinking and often a failure as a citizen of the community. The size of a sign (and shape) should be established based on the size of the letters – not the other way around. The letter size is set by the viewing distance and speed. Letters, and thus signs for pedestrians and slow moving drivers, can be quite small. Attracting high-speed drivers requires bigger letters and bigger signs. There are many studies and even online calculators of the necessary letter sizes based on viewing distance and speed.
Well-designed signs and sign programs are compatible with the surrounding environment and the buildings on which they are mounted. And, they promote a positive visual image of the entire community. From a design perspective, signs are an accessory and should work within, not dominate, the building or landscape. Well-designed signs, well-sized signs and a program that doesn’t have an excessive number of signs instills in your customers that your business is a part of the community, that your success is based on your quality and not based on overpowering your neighbor, and that your community is as important as your business. Ultimately, it is the tone of your business. FBN
Want to talk sign design? Call Karl Eberhard, community design and redevelopment manager, City of Flagstaff at 213-2969. Need a sign permit? (Yes, they’re required!) Call Jennifer Mikelson, associate planner, City of Flagstaff at 213-2615.