Take a moment and think about some of the signs you pass by on your way into work in the morning.  Do they all reflect well on the businesses they represent?  Does every sign catch your attention equally? For most of us the answer to these questions is no.  So what makes one sign more effective than another?  The single most important element of any sign is design.  This includes both style and colour.  A design may be very attractive but not get your attention.  By contrast a black and yellow sign is almost guaranteed to get your attention but may or may not be the image that your business is looking for. The quality of a sign company's graphic artist is what makes the difference.  With the advent of digital printing, you can buy a sign just about anywhere these days but that doesn't mean the final product will be the same. Ask about the qualifications of the graphic artist.  Do they have formal training?  Do they design signs full time or is it only  a small part of their responsibilities?  A few questions upfront can ensure you get the best sign possible. Next week we'll look at the importance of using quality materials.