Most businesses don’t spend a whole lot of time thinking about the design of their signage (beyond brand colors and other basic factors). But if you want to get the most out of your signage (including both internal signage and branding signage), you need to have a more thoughtful plan in place.

Why Signage Design Matters

Signage is an essential part of any business’s marketing strategy. Good signage design provides numerous benefits for businesses, including:

• Attracts the attention of potential customers
• Builds brand recognition by creating a strong visual identity
• Communications essential information, including business name, hours, products, etc.
• Increases sales by drawing customers in and engaging them
• Helps both employees and customers with wayfinding and navigation
• Improves professionalism and gives your business an air of legitimacy

7 Specific Tips for Better Signage

There are hundreds of different types of signs, from internal corporate signage in a warehouse to digital signage on the exterior of a building that’s designed to grab a customer’s attention. With that being said, here are some essential tips for more effective designs:

1. Consider Your Audience

The first step in designing effective signage is understanding your target audience. Who are you trying to reach with your sign, and what message do you want to convey?

Consider the demographics of your audience, their values, and their needs. If you’re targeting an older demographic, for example, you may want to use larger fonts and simple designs that are easy to read. On the other hand, if you’re targeting a younger demographic, you may want to incorporate more bold colors and graphic elements.

2. Keep it Simple

When it comes to signage design, less is often more. A cluttered sign can be overwhelming and confusing to the viewer, ultimately detracting from your message. Instead, focus on creating a clear, concise design that effectively communicates your message. Use a limited color palette and typography that is easy to read. Avoid using too many different fonts, as this can make the sign look disorganized and unprofessional.

3. Use Colors Strategically

Colors play a critical role in signage design, as they can evoke emotions and influence behavior. Choose colors that align with your brand and the message you want to convey. For example, if your brand is associated with eco-friendliness, you may want to use shades of green. If you want to create a sense of urgency or excitement, consider using red or orange.

Always remember that colors can have different meanings in different cultures. With that in mind, be sure to do your research if your business caters to a diverse audience.

4. Use Typography to Create Hierarchy

Typography is another essential element of signage design. The font you choose can communicate a lot about your brand and message. Use typography to create a hierarchy of information on your sign, with the most critical information in the largest font size.

Use bold and italicized text to create emphasis and draw the viewer’s eye to key information. Make sure you choose a font that is easy to read from a distance, as many signs are viewed from a distance.

5. Use Digital Signage to Enhance the Employee Experience

Digital signage is becoming increasingly popular in businesses of all sizes. Digital signage allows you to display dynamic content that can be easily updated and customized. It also opens you up to a world of new design options.

Consider using digital signage to motivate your team, reach remote employees, and create more intentional and efficient shared spaces within your building. Digital signage can be used to display announcements, event schedules, team anniversaries and birthdays, dashboards, directories, motivational quotes, and more.

6. Use High-Quality Images and Graphics

Images and graphics can help bring your sign to life and make it more visually appealing. Use high-quality images and graphics that align with your brand and message. Be sure to choose images that are clear and in focus, as blurry or pixelated images can detract from the overall design. Consider using infographics or other visual elements to communicate complex information in a simple and visually appealing way.

7. Keep Your Message Clear and Concise

The message on your sign should be clear, concise, and easy to understand. Use short, simple sentences that communicate the benefits of your product or service. Avoid using technical jargon or complex language that may be difficult for the viewer to understand. If you’re promoting a special offer or sale, be sure to include a clear call-to-action that encourages the viewer to take action.

Adding it All Up

The benefits of good signage doesn’t always show up on spreadsheets during quarterly revenue reviews. It’s not like a new marketing campaign that you can directly link to an increase in sales. However, the results will follow. Good signage is a long-term investment. Make sure you’re taking it seriously.