In today’s fast-paced, real-time world, businesses have mere seconds to grab a customer’s eye. Add in busy streets and crowded sidewalks, and it’s easy to see why businesses big and small are revisiting their store signage design. Fighting through the noise of every day life isn’t easy, but a good sign design can help your brand stand out from the crowd at the same time inviting curious onlookers in for a closer look.
How to Attract Attention With Your Signage
As with any creative project, there are an infinite variety of elements to take into consideration when working on a sign design. That being said, the following three basic recommendations offer a great starting point for both professional and amateur sign enthusiasts.
Choosing a solid colour combination for your business signage might sound like a simple undertaking, when in fact, it can be quite a difficult decision to make. Not only do you have to consider the colours on the sign, but you’ll also want to consider the colours present in the area where your sign will be placed. Here are a few things to consider when choosing your colour palette:
- Light colours on a white background can create readability issues. The same goes for dark colours on dark backgrounds. As such, be sure to use complementary colours in your signage, like the blue and orange of the FedEx logo, for example. When placed on a white background, this logo has the perfect amount of signage pop.
- Consider your target demographic and colour theory. You wouldn’t necessarily advertise your muscle car garage using a pink sign (although it would definitely catch people’s attention!). This is because pink isn’t considered to be a “masculine” colour. Instead, studies have shown that men tend to prefer colours like blue, green, and black. While women also respond favorably to the colour blue, they also quite like shades of purple, a colour that has little appeal to most men.
Horizontal or vertical? Or what about slightly skewed? The orientation of your sign can have a big impact on the overall presentation of your message. While you can always opt for a standard straight up-and-down or side-to-side placement, some companies can really benefit from a bit of a skewed approach. A clever pub could poke a little bit of fun at itself by having a slightly “tipsy” sign, for example!
You’ll also want to consider the speed limit of the street where you’re planning to post your sign, as this will impact the height at which you mount your message. A good rule of thumb is as follows:
- 40km/h = 12 feet (or roughly 3.5 meters)
- 50 km/h = 20 feet (or 6 meters)
- 80 km/h = 50 feet (15 meters)
Make your store sign too big, and it might fade into the background; too small and your sign risks being overshadowed. Avoid sign size remorse by creating some large-format paper mock-ups. You can then place this into position in order to get a better feel for scale and size.