Each day we all pass countless signs on billboards, storefronts, banners, trains, buses, and nearly everywhere else. This saturation has resulted in a culture of consumers who excel at blocking out signage unless it really, really catches their attention.
This means that if you are building a custom business sign the stakes are higher than ever, and it is absolutely critical that you get your design right the first time.
Step 1. Define your Message
Every sign sends a message. The trick is knowing beforehand what that message needs to be and then crafting your sign in such a way as to convey that message loudly, clearly, and unmistakably.
For example, ask yourself if the sign is supposed to advertise, to identify, to direct, or to inspire. The purpose and message behind your sign will affect everything from the materials used, to the position and size of the sign, to the final design.
Step 2. Identify your Audience
Your sign has an audience, and knowing who they are, where they are, how they are traveling, what they are looking for, and how to influence them is key.
If you operate a bakery with a large number of walk-in clients your criteria for developing a sign will be different than if your business has no sidewalk and is only viewed at a distance by passing cars. Again, if you are tempting individuals with ready-to- eat cupcakes your signage may look substantially different than if your bakery instead focuses on large-scale cupcake production for event catering.
Step 3. Select the Right Lettering
Once you’ve defined your message and audience it’s time to consider the specific design elements that should be used. Lettering in particular can be difficult, as different fonts, arrangements, layouts, and text sizes can dramatically change the tone and effectiveness of your sign in unexpected ways. If you lack experience with lettering and text in sign design, contact a professional design service for assistance.
Additionally, be sure that your sign effectively identifies your business and its service. A sign for “Perfect Bites” might confuse consumers unsure about what the shop offers, while another sign for “Perfect Bites / World-Famous Cupcakes and Muffins” leaves no doubt.
Step 4. Incorporate a Great Graphic
Graphics work, adding needed character and personality to signs and making them memorable in ways that text alone cannot. Use the same graphic across all your advertising to create a cohesive brand. That way, when customers are exposed to your logo in print or video advertisements they’ll be able to recognize your sign, identify your business, and will be that much more inclined to visit.
Step 5. Colors and Contrast
Colors have a profound effect on the human mind, and selecting the right color can give you an advantage from the start. While color theory is too complex to get into here, a professional graphic designer will be able to colorize your design with multiple options so that you can choose the best option for your purposes. Be sure to use consistent coloration across your branding and contrast backgrounds and lettering with light and dark colors for improved readability.
For assistance designing a great sign that meets your goals and attracts customer interest, contact the expert custom sign makers at Sequoia Signs & Graphics at (925) 300-1066.
5 Steps to Stand Out From the Competition with a Custom Business Sign was originally published to: Sequoia Signs & Graphics Blog