When you dive into the advanced minutiae of designing a sign, it might start to become a tiny bit intricate and confusing. However, there are a few fundamental principles to keep in mind that are constant across a wide range of platforms and purposes.
Because after all, if you don’t get the basics right, then nothing that comes after will have any effect whatsoever.
With that in mind, let’s dive into the basics of signage design:
Legibility: Here’s an easy question for you: What is the primary purpose of a sign? That’s right, it’s communication. So, if your audience can’t easily read or understand your sign, you’ve fallen at the first hurdle. Make sure that you choose fonts and type sizes that are clear, uncomplicated and legible from a distance. That means avoiding overly decorative fonts and making sure there’s a good contrast between your text and the background.
Conciseness: In today’s fast-paced world, you have next to no time to get your message across. So, ask yourself, if someone only glanced at your sign for two seconds, would they get the message? Clarity and brevity are key — because it’s not about how much information you can cram onto your sign, but how effectively you can communicate your essential message. Make sure you dig down to the very core of what you want to say and let every single word and image count.
Visibility: What’s the point of a sign if the sign can’t be seen? Visibility is an obvious factor to consider, but it’s one that is often overlooked. Consider your sign’s placement, size and orientation. Is it going to be seen by pedestrians or drivers? Can it be seen at night as well as it can be seen during the day? These are all key questions you need to ask yourself so that you can really make sure your sign is as effective as possible.
Engagement: A truly effective sign engages its audience. And the fun thing about engagement is there’s no one single way to do it — you can be as creative as you like. Are you engaging through a splash of colour? A hint of humour? Or maybe even an intriguing, eye-catching design element? If your sign can evoke emotion or pique curiosity, then you’re automatically on to a winner.
Consistency: Every single sign you create, from the largest billboard to the smallest card, should be in complete harmony with your brand. Consistent use of colours, fonts and imagery across different signs reinforces your brand’s identity and facilitates a cohesive brand experience. Adaptability: In the dynamic world of business and marketing, the importance of having the ability to adapt can’t be overestimated. While your core design needs to be consistent, your signs should also allow for updates, tweaks and changes without needing a complete overhaul — whether that’s for promotions, seasonal offers or even new product launches.
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