Determine the reason for using a sign

Do you want to brand yourself, create awareness of an up and coming campaign or initiate purchase intention? This is what you will have to ask yourself before your sign creation begins. Each focus will require more or less information within the signage area. For example, if you are trying to develop brand recognition, keep it simple and ensure that the logo is prominent. People should have a clear idea of what you do without having to read words. Images say a thousand words! Also, if you are attempting to create purchase intention, you may want to include price points or date ranges.

Who is your target?

Keep your buyer in mind. What entices them to use your product over your competitors’? What types of images will they respond to the best? From which locations can you reach them the best? Knowing your target audience is the difference between selling your product and going out of business. Keep this in mind when you create your signage and select locations.

Using professionals

Many businesses use professional graphic and media designers to develop ads for newspapers, magazines and other forms of print advertising but may not use them for creating their sign. Keep in mind that your signage is the face of your business and may very often attract new customers. Your sign will give them the first impression of your business; to ensure that it is good impression, a professional graphic designer may be an option. Initial costs may be higher but the dividends will payoff in the long-term.

Some rules for proper layout

You must prioritize the information within your sign. For example: One line may read "John’s Pizza, It's Italian." What is the most important message? Unless John is so well known that everyone in the market knows John and his pizza, "pizza" becomes the number one priority. "Pizza" should be the outstanding feature that is seen when the sign is read. It should have the most contrast, the largest, boldest font and really hit the customer with impact. "It's Italian" can be secondary with less contrasting color and weaker letter style. Finally, “John’s" can be third. You are hoping the customer sees the word "pizza" and decides "That's sounds good! I'm stopping for some." "It's Italian" and then "John’s" will enhance stopping if Italian appeals to the customer and John has built up a reputation that is known in the area. Remember, prioritize and emphasize the most important message.

Use the negative space of the sign.
Try this. Draw 2 lines and put any letter in between them, touching the lines on the top and bottom, then put the same letter next to the one between the bold lines but make it 2/3 smaller. If you flash the results to someone, you should see that even the smaller letter jumps out at you first. The lines do not allow the negative space to exemplify the letter, even though it is larger. Keep your lettering at least 15 % between the borders. On the other hand do not let big open spaces draw your attention away from the lettering. Paying attention to the negative spaces in your layout is significant if you are to get the biggest impact from your sign.

Pay attention to colors and fonts.
For example: you may not want to use hot pink for your main copy on black if you are a surgeon or a font that is casual. It could be a major distraction that may give an impression that would not convey the professionalism that is needed.

A business without a sign is a sign of no business!
Find out how inexpensive your sign can be!

The following chart outlines the minimum resolvable letter size (inches) of eye with 20/20, 20/40 and 20/60 visual acuity at distances between 25 feet and 500 feet.

Vision Strength

Distance (ft)	20/20	40/20	60/20
25	0.4	0.9	1.3
50	0.9	1.7	2.6
100	1.8	3.5	5.2
200	3.5	7.0	10.5
300	5.3	10.5	15.7
400	7.0	14.0	20.9
500	8.8	17.5	26.2