A sign can be visible but not readable. It’s a challenge to deliver exactly the right message in the right way when customers are viewing your sign from a distance. It needs to be clear, concise, and memorable.
If you google “readability” you get a wealth of information on how to make text easily understood. There’s a science behind it! Studies have been done for decades on this topic. The underlying theme in all the advice is to “keep it simple”.
If you enter “readable” in Merriam-Webster’s site, the definition is “able to be read easily: as a: LEGIBLE b: interesting to read.
So how does this apply to signs? Basically, keep your message simple and interesting. Give your customers concise information they want and need: WHO you are; WHAT you do for them (not how great YOU are); HOW to contact you.
Customers may recognize your logo instantly – that’s a good thing! The old adage “a picture is worth a thousand words” applies to graphics (pictures, logos, etc.) on a sign. Use them to replace text to make your sign memorable.
There are three other factors that are important when thinking about a sign that communicates from a distance: the size of the letters, color contrast, and the time the reader has to absorb the message.
Size matters! – Here’s a guide to letter size as it relates to distance: 10″ letters are visilbe up to 40′, 20″ letters are visible up to 75′, 40″ letters are visible up to 150′.
Color contrast is critical! – Check out out http://www.devx.com for more information on contrasting colors. There’s a chart that demonstrates the “pop” you can get from the right combination of background and text colors. Or just try contrasting backgrounds and text in Word. A good test to start with is blue letters on a yellow background compared to red letters on a yellow background. Far and away, bold colors on a white background or vice-versa are the most effective.
Timing is everything! Numerous studies have been done to determine how much time customers in moving traffic have to read a sign. In general, each 1″ increase in letter size results in an additional 50′ of readibility. The speed of travel is also a factor. Traveling at 35mph a reader can comprehend 4″ letters in 3.9 seconds, 6″ letters in 5.8 seconds, 8″ letters in 7.8 seconds, and 10″ letters in 9.7 seconds. Seconds! That’s not much time. At 55mph a reader can only comprehend 4″ letters in 2.5 seconds, 6″ letters in 3.7 seconds, 8″ letters in 5.0 seconds, and 10″ letters in 6.2 seconds.
Make your sign GRAB your customers’ attention from a distance!
- Use a clear and simple message about WHO you are, WHAT you can do for them, and HOW to contact you.
- Use strongly contrasting colors to grab their attention.
- Use the right size letters and graphics to ensure readability.
When you think about reading signs “from a distance” don’t limit it to customers driving by your building sign. How does your tradeshow display stand out from the crowd? Are your sidewalk signs attention getting? Does your vehicle wrap or vehicle lettering get your message across in a short amount of time? Is your sign visible both from the parking lot and when a customer walks up to your door?
