Shape Up Your Signage.

Shape Up Your Signage

There’s no business like new business. Not only is new business good for current operations, it’s also vital for your company’s future.


One of the least expensive and most effective ways to find new business is signage. Unlike an advertisement, which will pass out of a consumer’s memory in a matter of seconds or minutes, a good sign will keep attracting customers for years.


Get horizontal


Many restaurant signs fail the “visibility test” because their shapes are wrong.


Regardless of how far away from your sign your prospects are, you are much more likely to capture their attention if your sign is horizontal in shape.


With two eyes, a person’s field of vision is generally horizontal, roughly an aspect ratio of 2.25 to 1. In other words, design your signage to fit the way people’s eyes work! 


Circles, such as those used by Burger King, and squares, as used by Domino’s Pizza, are popular sign shapes, but they are not nearly as visible as horizontal shapes like the Subway sign. The reason Burger King and the rest of them can have circular signs is because they've spent countless millions of dollars building a brand that makes you remember their name no matter what the shape is. Most business owners don’t have that luxury, which is why you’re reading this article.

Even worse is a vertical sign, such as Arby’s logo. Vertical signs, especially if you get too close to them, can actually be visually disturbing. It’s like trying to focus on a vertical image in a horizontal frame.


Think of what it’s like watching television while lying down on your side. Your eyes are stacked perpendicular to the floor, it’s not a pleasant experience. 


2 seconds to register


Keep in mind that your sign has just a moment to register its message. At 40 miles an hour, the typical speed limit for a retail area, an automobile will pass 100 feet of retail space in less than two seconds!


The higher the percentage of the consumer’s field of vision occupied by your sign, the greater the likelihood of capturing their attention.


The importance of color


When consumers rent a car at an airline terminal, they usually head for a color instead of a name:

• Yellow for Hertz

• Red for Avis

• Green for National


If colors aren't used right they can hurt you more than help you. What color is Dunkin’ Donuts? I've been to Dunkin’ Donuts countless times, but I had to check their website to remember that the colors on their signage are pink and orange.


Multiple colors might get designers style points, but for marketing purposes, single colors win the battle for memorability. Consider:

• The Golden Arches of McDonald’s.


• The blue box at Tiffany & Co.


• The red cans of Coca-Cola.


• The pink ribbons of Susan G. Komen for the Cure.


• The brown trucks at UPS.


By the way, what color is FedEx? If you’re a regular FedEx customer, you probably know that FedEx is purple and orange. But how many casual customers know that?

Typography doesn't really matter


Typefaces come in thousands of styles and weights, but most customers are barely, if at all, aware of the differences. To paraphrase David Ogilvy, an advertising industry pioneer, no one says, “I would have bought that detergent except that they went and set the headline in Karnack Bold.”


What typeface does Rolex use in its logotype? Ralph Lauren? Prada? Are they serif or sans-serif?

What’s important is the legibility of the typeface. The actual typefaces used to set the words can help or hinder the communication process, but only slightly.


Simply put, shape, color and legibility are the three most important characteristics of an effective sign. 

Then there’s the need for perhaps the most important characteristic of all — a visual hammer, an image and brand message that work together for maximum effectiveness. A complete logo.

But that’s another story. Check back soon for more small business marketing tips & stories from a bunch of guys with years & years of experience building signs, developing marketing plans and helping to grow companies of all shapes & sizes.   

 -Damian

For more info on the best signage for your business or to get started on a marketing project of your own check out our website, give us a call or stop into our shop & showroom on Grays Bridge road in Brookfield.  

www.unltdsigns.com

203.546.7267