Zata Blog

There’s more than meets the eye to a good sign.

First you need to consider the location of your sign. Ask these types of questions.

Will your sign be over your door or out on the street?
+ A sign over your door might only need to a have your logo and the name of your business
+ A sign that points people to your business from 3 blocks away should convey a benefit as well

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Will it be competing for attention with other signs or will it stand alone?
+ Standing alone, consider the contrast of the sign against it’s background
+ Competing for attention? Use contrast, angles or lighting to make yours stand out

Will it be viewed by people driving by at highway speeds or as they sit in traffic at a light?
+ The further away and faster people will be driving determines the size of the lettering
+ The faster people pass your sign, the less words you can use

Next consider the purpose.

+ Telling the name of your business? Make it clear. Don’t use difficult-to-read fonts
+ Offering a special? What specifically will you be offering? Is price an important component? Or is it availability e.g. “We have iPhones in-stock!”
+ Is your phone number important? How about your website? While there’s a danger of turning your sign into a business card, don’t be shy about putting the information your prospective customers need in order to do business with you.

Finally write the message

As a customer, you need to keep in mind that you need to give me a good reason to come to your store or restaurant.

For example, I drove past a sign that read:

500 Business Cards
$24
Bob’s Printers

Not only did I know that there was a printer there, but I also learned that they’re inexpensive, and if I needed business cards, I had a reason to go there.

That sign could have also offered:

Small Business Package
$59
Bob’s Printers

That change would have broadened the appeal slightly and left room for other packages once a prospective customer visited the location.

Other Resources:

Versabright.com: What makes an effective sign?

A list of tips written by managers of on-campus stores - Pretty good list

-Brad Brooks