With signage attracting around 50% of all new business, getting it right is vital. Mistakes can be costly in terms of ongoing sales and reputational damage.
Signs viewed by passing motorists have a short lifespan – they often only have 2-3 seconds to grab their attention before the vehicle whizzes past them. Learn how to unlock the secrets of great signage to attract the right customers and boost your bottom line.
Readability
Readability is a term used to describe how easy your text is to read and understand. Having high readability is important for your brand because it will keep your visitors on your site longer and will help them find the information they are looking for quickly. It will also help your SEO as search engines are getting better and better at understanding human language.
While it is possible to run a mental check for readability, it can be difficult to ensure that your work meets certain standards. There are many tools available online that will grade the readability of a piece of writing. These tools will look at things like word length, syllable count and sentence structure to determine how easy your content is to read. They will also look at other factors such as tone, organization and coherence to create an overall score.
Regardless of the industry you are in, it is important to make sure that your sign is readable. People have short attention spans and they want to get the information they are looking for as fast as possible. If they can’t read your content or it is too difficult to read, they will move on to another site that provides the same information in a more concise way, to learn more check out Bart Peterschick social links.
It is also important to consider the type of audience you are trying to reach. If you are targeting business professionals, it may be appropriate to use a higher level of readability. This is because business professionals are typically more educated than the average person and can easily understand a more complex piece of writing. However, if you are trying to reach an audience that is not as educated, it may be more beneficial to use a lower level of readability.
Contrast
Contrast is the difference between light and dark colors or between two different elements. Contrast is a key design element that can make your brand more recognizable and help you achieve your marketing goals.
Using contrast to sell isn’t about tricking customers into buying more expensive or unnecessary products. Instead it’s about showing your customer how your product or service can solve their problems, meet their needs or achieve their goals.
Cialdini discusses this principle at length in his book Influence. Learn more about this influence pattern and see examples of how you can use contrast in your signage on our Contrast page.
Space
The space that surrounds a brand can serve as an embodiment of not only the products, but the big ideas behind them. It can capture a company’s values and serve as an extension of their personality, allowing people to connect with them on a deeper level.
GrandArmy realized that the standard approach to talking about space wasn’t working, that people weren’t getting captivated enough to see the big picture. They decided that this wasn’t just a technical problem, but a storytelling one as well.
This week on Spaces, we’re exploring the themes behind their project and the ways they’re building a new narrative for space.
Color
Color plays a huge role in attracting and directing attention. Choosing the right colors for your sign can make it easier to read from a distance and stand out against the competition. However, it’s important to consider the type of lighting and environment where the sign will be located. For example, signs in bright orange or yellow can be difficult to see under direct sunlight or intense lighting. Choose lighter or darker colors depending on your audience and location.
