Basic Sign Design – PART 2             

White Space is most important:  The eye goes to white space around and between letters and between lines and elements.  A large, unfilled space often steals visual attention from the rest of the sign.  A 50/50 balance is pleasing.

Sign Size:  When possible let type determine sign size. Think of letters being as wide as they are high (they’re not, but it helps.)  

Typefaces: Most typefaces have maximum visibility of 10 feet for every inch of letter height.  They will remain readable for three times that distance.  Translation: a 2-inch letter has maximum visibility from up to 20 feet.  It will still be readable at 60 feet.

Readability: Signs get real small when they’re up in the air.  When figuring readability, don’t forget the height of the sign.  10 feet up is the same as 10 feet out. 

Banners: When you think banners, think wind.  Banners in the wind exert shocking, dynamic forces.  We have seen them crack and uproot concrete light poles.  Wind pockets don’t help. Keep banners small as possible and display them flat against a building if possible.  Build banners to resist wind.  All it takes is one puff on one day.  

Sign ordinances:  Every City has a different ordinance, and none of them follows logic.  Talk to us before you order a sign, and then talk to your local code officials.  Code compliance is your responsibility, not ours.  Get the permits before you make the sign.  

Color:  Colors affect psychology.  Use colors that create a mood to match your purpose.  Greens and Blues are calming, for instance.  Eye surgeons should avoid blood red.

           Work with a sign professional:  Unfortunately, computers have taken the skill and art out of sign making in many shops.  Too many sign makers are computer operators first and advertisers, marketers, designers, and artists second (if at all).  

Information provided as a complimentary FYI