A new business in Rock Island, IL is the inspiration for this post.
Business signs are everywhere. Really, they should accompany every business. The sad truth is that many businesses do not put any thought or care into their signage. This could seriously hurt a business in many ways.
Figuratively speaking, the exterior of a business is the cover by which the book is judged. Potential customers can stand outside or drive by a business front and make a clear decision to enter the store, or not. This decision ultimately dictates the success of a business–no customers, no sales.
Before
After
A business sign should be a few things: the right size, readable, well maintained and positioned correctly. All of these factors can create an inviting atmosphere for your business.
Here are a few rules when considering your new business sign:
- Use the correct size text. You need to consider the distance at which people passing your sign will be. Too small, they’ll miss you. Check out this helpful chart.
- Choose the correct color combination. Generally speaking, use a high contrast between the text and the background. According to the OAAA (Outdoor Advertising Association of America, Inc), research demonstrates that “high color contrast can improve outdoor advertising recall by 38%.”
- Position your sign to catch potential viewers from all sides. If this isn’t possible, position the sign to be read from the direction most viewers approach your business. Do not place your sign parallel to a main road.
- Choose easy to read fonts and make sure the spacing between the letters is adequate. Script fonts are difficult to read at a glance when people are driving by.
- When using graphics, make sure they add to your business image and name, rather than distract viewers from what you want them to remember.
- Always check with the city ordinances regarding size restrictions, placement on the property, height restrictions and so on. Having a sign made BEFORE you check these ordinances can be costly if you find your new sign violates any of these city rules. Your city planner is the person to check with on these issues.
Having an effective sign is crucial for any business. For this reason, it is very important to make sure you out clear time and effort into planning your new business sign. Budget for the sign and involve people who have gone through the process before.
