You’ve invested time, money, and effort into getting your signage up. But here’s the question: is it actually doing its job?
Are people noticing your business, or walking right past it? Are customers getting where they need to go, or stopping to ask for directions? Is your signage building trust and brand recognition, or blending into the background?
The truth is, even good-looking signage can fall flat if it’s missing a few critical elements. Design, placement, clarity, and accessibility all play a role in how well your signage performs and how your business is perceived.
In this article, we’ll explore the most important factors influencing signage effectiveness. From the various types of signs and their applications to the top design principles that make them effective, we’ll help you create signage that is as impactful as possible.
Are you searching for a sign company in Indianapolis? Signworks has over three decades of experience, offering expert design, fabrication, and installation services. Talk to our team today about your signage needs.
The Roles of Different Signs
Signage isn’t just about advertising the latest sale or offering directions. It’s a crucial part of your marketing strategy, promoting your brand, and fostering connections with your customers.
There are several different types of signage that can be used in different ways. Using these effectively can improve the experience of your target audience, affecting their opinion of you.
Here are some of the most common sign types and what they are used for:
- Illuminated Signage: Bright illuminated signage made with LEDs, neon lights, or fluorescents. Eye-catching in the dark, designed to enhance nighttime visibility.
- Dimensional Signage: 3D signage with raised letters. Creates a strong impact, appearing professional and sophisticated on store and business fronts.
- Wayfinding Signage: Designed to offer clear directions. This can help build trust with the target audience and create a smoother customer experience, as they know where to go.
- Monumental Signage: These are large, structural signs usually used at entrances. They can help highlight your business and uniquely showcase your brand.
- ADA Signage :This signage is designed to help those who may be visually impaired. Using Braille to convey messages can demonstrate your business’s inclusivity.
At Signworks, we do more than just make signs; we help businesses stand out and get noticed. From concept to installation, our team delivers commercial signage services built to last.
Whether you need wayfinding, ADA-compliant, dimensional, or other signage, get in touch with our expert team today.
The Most Important Factors for Sign Effectiveness
A lot of what makes a sign effective comes down to its design. With the right design elements, you can catch your audience’s attention and draw them in.
One survey found that eight in 10 Americans will enter a store based on signage, making it clear just how impactful they can be. Here, we’ve outlined the top ten design factors you should consider when creating your signs.
1. Contrast
Contrast is one of the most important elements. Using dark, bold text on a light background makes it easier to read. Meanwhile, light text on a light background blends in. Your audience may not even notice that there is something to read on your sign.
Carefully select high-contrast colors to ensure information is highly visible and attention-grabbing.
2. Font Choice
Your font choice also does a lot of heavy lifting. Cursive text or smaller-sized fonts can be hard to read and even make your business appear stuffy or over the top.
You need to carefully select a font that reflects your brand image and conveys information in a clear and readable way. Is it fun or sophisticated? Practical or severe? Whatever you choose will reflect your brand’s character.
3. Simplicity
You don’t want to overwhelm your audience with walls of text. One or two short lines should be enough to convey critical information and demonstrate your brand.
Fewer words also means using a bigger font, which can make your message more readable at a distance.
4. Sizing
Carefully balancing the size of your signs is also important. Too large, and it may be difficult to read up close. Too small, and no one from a distance will be able to see it.
Carefully consider how far away your target audience may be to determine the best size.
5. Color Psychology
Colors are known to have different associations. For instance, blue might have a calming effect and showcase dependability. Green may make people think of creativity or sustainability.
Consider how color can affect your image and message, and how you can incorporate this into your signs.
6. Imagery
Even simple graphics can enhance your signage. They may convey ideas faster than the written word can. Carefully consider how images or pictures can illustrate your point and how you can incorporate them into your designs.
7. Placement
Along with the design, placement is critical. If your sign is behind an obstruction or hidden in an alcove, it’s not doing its job. Make sure it is placed clearly, preferably closer to the street or higher up.
8. Consistency
Consistency in design is also important. While you may want different signs to convey different messages, you still want your audience to know they are coming from you.
Use consistent coloring and fonts to ensure they associate a specific style with your brand.
9. Durability
Your signage should also be made from durable materials whenever possible. This can help it withstand different weather conditions and ensure it lasts.
This way, your signs will be up for longer, requiring less maintenance and saving you money in the long run.
10. Relevance
Ultimately, your signage needs to convey a specific message while illustrating your brand. However, focusing on one or the other can result in a muddled message.
Carefully consider the relevance of your design to its purpose. Assess whether it meets your goals or if you need to return to the design board.
If you’re unsure about how to get started, consider reaching out for expert assistance. At Signworks, we offer professional experiential graphic design and branding services.
This can help you create an experience for your audience, encouraging them to react and engage with your business.
Get the Right Support for all Your Signage Needs
Are you struggling to make effective signs? Have you noticed potential customers walking by without even a glance? It might be time to revamp your sign marketing strategy.
Reconsider your design, placement or messaging. At Signworks, we’ve spent decades helping businesses stand out, with proven strategies that get noticed and get results.
For more effective signage that supports your marketing efforts, contact our team today.
