Even within your budget confines, or the legal limits of your sign code, an experienced sign design professional can help you create an attractive and effective sign. Here are some tips to keep in mind:
Choose a typeface that is easily legible and one that fits the type of business. San serif fonts and open styles such as Verdana tend to be more legible. Make your message clear. Not every image can be translated onto a sign, so keep it simple.
Because motorists have only seconds to read your sign, some sign experts suggest that text should only be three to five words in length. Abbreviations should not be used unless they are popularly known. Whenever possible, text should be arranged horizontally rather than vertically.
Maintain white space. An industry guideline is 30%-40% of the sign area should be blank space. Too much clutter distracts potential customers.
There are certain color combinations that are more legible than others. However, theshadeof the color is important, too. The most easily read combinations are black, dark blue or red text on a yellow or white background. However, keep in mind that it is not unusual for a community sign code to state that at least one color match that of your building.
Also, know that 8% of U.S. males are color-blind. It’s important to use color combinations that retain contrast when viewed by color-blind people. Blue and yellow, for example, are a good combination, but blue-green or aqua on white or gray are difficult combinations for a color blind person to read.
Letter and Background Color Combinations Ranked in Order of Optimum Legibility
1. black on yellow
2. black on white
3.yellow on black
4.white on blue
5. yellow on blue
6. green on white
7. blue on yellow
8. white on green
9. white on brown
10. brown on yellow
11. brown on white
12. yellow on brown
13. red on white
14. yellow on red
15. red on yellow
16. white on red
Source: Claus, K.E. and R.J. Claus. Visual Communication Through Signage,
Vol. 1 : "Perception of the Message." ST Publications. Cincinnati OH, 1974.
A simple effect like adding a border around the viewing area is an economical way to dramatically improve your sign’s effectiveness. One study shows that viewers can read and comprehend a sign that has a border around its message 26% faster than a sign without one.
