Step 4. AVOID TMI AND TMM.
Which are “too much information” and “too many messages.” Because we are barraged by thousands of messages daily, most of us are good at absorbing large amounts of data, but we’re also good at tuning out obnoxious messages or images. Generally clean, crisp presentation is the best. Your sign doesn’t need to advertise everything that you do; you just want to capture peoples’ interest so that they’ll come in. Three-to-five words is a good rule of thumb, and leave at least 30 – 40% of your sign area blank.
TIP #4 Distill your message such that you make your point with as few words as possible. If your message won’t fit on a bumper sticker, it’s too long.
Step 5. SIGNS AND THEIR SETTING
An attractive and well-placed signs communicates the true flavor of your business to your idea clientele. Well-designed indoor signs reinforce your image. While you want to stand out from the crown, be sure to temper the above suggestions by maintaining harmony with your surroundings. Who wants to look like a pair of brown shoes in a tuxedo store? Take into consideration other signs near your place of business; beach communities often prefer sand-blasted wood signs. Some areas with a large number of restaurants are populated with lighted dimensional signs. You can often stand out by using materials that others are not, but having a great design, or with a simple-yet-elegant sign.
TIP #5 Select a design that reflects the key strength of your company that your
customers most value. Use an outside designer or good sign company to help you achieve this.
Step 6. SIGNS AND THE CITY
Once you are ready to have your masterpiece produced, there is one last consideration: municipal code. Always be sure to find out what is required before going for a sign permit or charging ahead with manufacturing that lovely new sign.
There are at least two things to be aware of. First, historical areas, business parks, and developments have their own sign criteria, often which are stricter than the city’s. Be sure to check with your property manager or the city itself to find out if there is a sign criteria or “architectural overlay” before relying strictly on the city’s requirements. Part of the approval process may be get sign-off by your landlord or property manager.
Second is the city itself. You can avoid a lot of time and frustration by calling their planning department in advance and find out what is required. You do have the option of appealing the local sign code, called a “variance,” but be prepared for long waits and lots of work and frustration.
TIP #6 If there is one area to plan ahead, this is it. Cities are getting stricter about what sort of signs they will allow outside. Figure out early what they will accept, or you’ll be in for an unhappy surprise.
Step 7. AS SIGNS GO BY
The great enemies of outdoor signs are time and weather. Imagine walking into a restaurant only to notice that their sign is full of bird nests. Doesn’t it make you wonder about what else they are not maintaining? Many of the newer materials on the market these days excel at weatherability. Some manufacturers now guarantee their plastics against fading or cracking for life. LEDs use less power and are far longer lasting than neon.
TIP #7 If a great sign will bring in customers, a poorly maintained one will just as quickly drive them away. Inspect your signs regularly for aging, operability, and cleanliness. Make sure that the materials to be used in any new signs will last as long as you need them to.
