Although many storefronts look as if their signage was simply thrown together the reality is that effective storefront signage requires some careful consideration and thought. There are a variety of elements that make up any storefront sign and each must receive some attention to maximize the potential gains a sign can present. It’s easy to let your friends’ friend whip something up in Photoshop but it’s likely that this will not represent your business very well in the end. Investing into custom sign design and painting is a very important aspect of marketing and your business’ branding as a whole.
Custom Signs Must Be Easy To Read & Comprehend
Legibility is a major concern when it comes to signage. As a rule of thumb this means that if foreground and background colours are picked they should provide a high contrast appearance allowing for easy reading of any text on the sign. Additionally it is important to consider where the sign is located and how much sunlight it receives. If the sign is not getting very much light it may be a good idea to design a sign that can standout even when the sun is not directly on it, this means choosing very high contrast colours for fore and background design elements.
Along with being easy to read a sign must also clearly represent exactly the store that it is representing. A store called “Harold’s Computers” will always be better of accentuating the ‘computers’ portion of the sign in order to provide a clear indication that the store provides computer related services or products. In comparison, if the sign had the name of the owner larger than the service it may be difficult to distinguish exactly what the store does or what services they offer.
Storefront Signage Should Incorporate Building Elements
Regardless if a business has a storefront in an old run-down building, or a modern flashy building, there is simply no excuse not to include the unique styling of the buildings’ exterior into the design of the sign. This does not always mean designing a sign that looks good with the building but it can also be used in contrast to the existing building. For instance, a stark strip mall location may want to add some flair to really stand out from the surrounding structure. Alternatively, an olden brick and mortar building may want to incorporate the old brick styling into their sign to really have a cohesive feel with the historic and vintage aspect of their location. The sky is the limit!
What is important to take home from this idea is that the surroundings of the sign will play an important role in how the sign will be perceived and careful consideration must be taken when designing a sign so that it looks aesthetically pleasing but is still memorable to passersby.
Utilizing Negative Space in Custom Sign Design
Negative space is a term that describes the areas of a composition that do not contain very much detail or feature elements. Even though there is nothing in this space it is vital to the overall presentation. A fantastic example of the usefulness of white space is the simple space the is present between all of these words, without such a space this page would be a jumbled mess without any clear way to tell each word from each other. Negative space serves nearly this exact purpose, to separate and organize elements in a composition.
How does this apply to sign design? Well imagine a sign that was filled to the brim with letters – it would be difficult to read from a distance and confusing to decipher up close. So it is important to include only the most pertinent information on a sign. Such as the name of the business, the phone number, and perhaps another simple element like a slogan or logo. Of course this is just an example but the idea is that you want to make sure a sign can be easily seen and easily digested by the viewer. You don’t want a sign that people need to stare at in order to get an idea of what it says.
Make Sure Your Sign Captures Your Businesses Objectives
When having your storefront sign custom painted by professional artists it is important that they understand exactly what your business is all about in order to create a memorable sign. This means they should understand your target market to some degree, have an understanding of the products and services you provide, and also understand what makes your business unique amongst your competitors.