As with everything marketing, you have to study consumer behavior to make your material more effective. Designing custom signage is not any different. It doesn’t matter how simple or complicated the message is.
For instance, did you know that digital signage can increase brand awareness by about 47.7%? In both physical and digital space, signs are still effective at engaging consumers.
When creating custom signage, you should pay attention to a lot of things. Rather, you should consider everything important. Here are some tips to help you stay on the right track.
1. Make Sure It’s Readable
The main purpose of a sign is to bring attention to important information. As such, ensuring its readability might be the most crucial element you have to pay attention to.
You have to make sure the customers understand the message you’re trying to convey at a single glance. Even at a certain distance, your sign should be clear.
Remember, you only have a few seconds to capture the attention of the audience. You only have this much time to inform them or keep them interested.
So, how do you make your sign recognizable and legible? By choosing the right font.
Script typefaces may look fancy, but they can be unclear. All the squiggles and loops might make the audience confused.
For best results, use a plain sans serif font. A simple and clean typeface is easy to read, even when the audience is far away.
Keep in mind that your choice of font should be in line with the tone you want to convey and the tone of your brand. As much as possible, use the same font in all your marketing materials for consistency.
Mind the Spacing
You may want to maximize the space of your custom signage by squeezing in a lot of information. However, all those information might make your customers lose interest instead.
Leave plenty of space between elements, especially around your logo. Don’t make the audience squint – they’re more likely to walk on if they have to make an effort to read your sign.
Make sure that your sign has enough space between the text and the borders, as well. This is the margin, which needs to be large enough so that the whole signage looks balanced.
2. Keep It Short
On that note, you have to determine which elements are useful and which you can leave out. Your logo is a must, but your business or brand name might not be.
For brands like Pepsi, Apple, McDonald’s, Instagram, Twitter, and the likes, they can put their logo on any material, and people will recognize it right away. This might not be the same for you, so you should consider putting your name on your branded signs, as well.
If your goal for the sign is to have people contact you, you should put details like your website and number. If you need it to announce a sale, then there’s no need for such information. Instead, you should put enticing words like discount, sale, the amount off, and so on.
Whatever your goal is, you must keep it short. Eliminate any fluff words; use as few words as possible. In most cases, a huge sign that reads “50% OFF EVERYTHING” will get the message across nicely.
3. Create Contrast
Contrast helps your sign and certain elements stand out. It also makes the text easier to read.
You can create contrast by using shapes and colors. First, the color of the text should contrast with the background color. Use dark text on a light background or vice versa. This commands more attention and keeps it.
Another thing you should consider is the environment. What is the color of the wall you’re placing the sign on? If it’s dark, for instance, then the background color of your sign should be a light color, which necessitates a dark color on the text.
You can also create contrast using shapes. Stick to organic and geometric shapes; they’re enough for creating interest without being too wild.
How do you use shapes? Well, let’s give you an example instead.
A classic example is a spiky shape used by most businesses to offer a discount, announce a sale, offer a new item, or more. You’ll likely see this shape with the words “SALE,” “NEW,” “50% OFF,” and so on.
If used right, this shape stands out from the background, bringing the attention of the audience towards it. As a result, they will see what you want to convey right away.
4. Choose the Right Colors
Colors don’t only create contrast, but they can also invoke certain emotions from the audience. This is what’s known as color psychology.
Warm colors, for example, evoke warmth, comfort, anger, and hostility. Cool colors, on the other hand, can be calm yet sad and indifferent.
The same color can mean different things when used differently. That’s why you have to be smart when choosing colors. You might want to use red to project action and confidence, but you don’t want to use too much to make your customers angry.
Consider the message you want to convey with your custom signs. The colors should help you convey that, invoking the right emotions from the audience.
This is one of the main reasons why you should hire a professional instead of designing and custom printing. Team Concepts Printing should be able to help you with that.
5. Put a Call to Action
Your sign should also invoke the audience to act now. Is there a sale on your website? Tell them to visit the website now to claim the discount.
Do you have a special promo for today only? Encourage them to come in now, so they don’t miss it.
This creates a sense of urgency, driving the customers to do the action on the sign. Action words like “Buy,” “Get,” “Call us,” and such are quite effective.
Create Your Custom Signage
Each element of your custom signage is important, from the font type to the colors. Of course, don’t forget the message itself.
This is why you should take the time to design your sign or hiring a designer. If you want to learn more, visit our website today.