- August 12, 2015
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Sound Signage Principles to Drive Traffic
Signs can serve many functions (informational, directional, safety) but one of the most important for marketers is to attract customers.
More than half of small business owners find in-store signs and graphics effective in attracting customers, according to a recent survey by FedEx Office. Millennial business owners
(ages 18-34) placed more importance on the value of creativity in signage, versus their Baby Boomer counterparts who preferred simpler designs.
The survey found that 45% of Millennial business owners were more likely to integrate signs into their marketing mix than traditional vehicles like direct mail (34%) or brochures (39%). According to the report, these younger business owners are also more likely to use banners, window clings, or posters, and incorporate color with smart humor to engage customers.
Regardless of whether you’re a Millennial or a Boomer, the important thing to keep in mind is that the design of your sign can affect your bottom line!
Here are three design principles reported by Jason Fell in Entrepreneur that every business should heed when designing any type of banner, poster or other signage.
- Color is Compelling
A huge part of any well-designed sign is the choice of color, which not only conveys emotion but can also help communicate brand identity more quickly.
When choosing colors, be mindful not to settle too quickly on the current trendy hue of the moment. Think long-term when designing permanent signage.
- Contrast is Crucial
High contrast means easy readability. Most signs include text or graphics over a solid background color. The contrast between the two affects how well the viewer retains the content. Consider a dark color over a light background, or vice-versa, and avoid using similar colors next to each other. Contrast can also be improved with a drop shadow or border around the text or graphic.
Make your sign easy on the eyes, because the more difficult it is to understand, the more people will stay away.
- Bigger is Better
The formula for successful signage is really quite simple: the larger the letter size, the better the legibility. Easy readability is especially important for directional or safety signage that’s meant to be read at a distance. A good rule of thumb is to add roughly an inch of letter height for every 10 feet of viewing distance.
