Anyone can make a nice sign, but not everyone can do it right. Creating powerful signage that’s true to your brand is a longer journey than you might think.
Your signage can make, break, or do nothing for your brand, depending on how memorable, terrible, or ordinary it is. You have to nail the job if you don’t want to waste good money on something that doesn’t pay for itself.
So, what can you do?
For starters, you can apply the tips and strategies below to help you decide on your signage’s size, fonts, colours, white space utilisation, approach and message.
1. Use Your Branding
Signage helps with brand awareness and recognition. Therefore you must stick with your brand’s message, personality and branding visuals in creating its content.
Read your brand message and transform it into an image. What do you see? Who is your target audience? What do they want to see? What are your fonts, colours, and design elements?
You must decide on your branding before creating marketing collateral, so you can create a unique image of your brand in the customers’ minds.
2. Visibility & Readability
Decide on the location. It should be away from any blockage (trees, wires, posts, etc.). Aside from the one close to your store (if you have one), position other signages in high-traffic areas that are frequented by your target audience/market to have more reach.
Also, consider the distance from which you want the signage to be readable. The rule of thumb is that the letters should be 1 foot tall to be seen from 10 feet away.
Then, choose a clean, legible font and be mindful of the distance between the letters (unless overlaps help put your point across). Remember that every element should be perceptible at a glance. You only have 3-5 seconds to catch people’s attention.
Use bold letters as necessary, don’t use too many fonts and make sure there’s a contrast between the elements and the background.
3. Less is More
Use your white space properly. The lesser the elements, the more perceivable they are. Simple and striking is the way to go. Make sure it’s not cluttered and goes directly to the point. Stick to ONE MESSAGE that embodies your entire point and leave the others out.
4. Choose Colours That Pop
When deciding on your brand colours, make sure they both complement and contrast each other, and from those colours in your palette. Only use 2 or 3 colours in your signage.
Too many colours can divert the attention from the message to the colours themselves. Also, it’ll look cleaner and easier on the eyes. For instance, McDonald’s signs usually only feature red, yellow and white.
5. Add Humour and Wit
Humour and wit make signages more memorable because people remember how things make them feel. The emotion you provoke is what makes your brand stick. Also, make sure that it’s relatable because a hilarious joke isn’t funny to those who don’t get it.
So, a witty one-liner could be enough if it hits the sweet spot.
Do you think these strategies are helpful? Let us know what you’ve tried and the results you got.