SIGNAGE “TMI”

Just like calories in your diet, “less” is often better on your signs. One common problem in signage advertising is lack of focus of the message. As a result, the intent of the message becomes unclear and garbled and may go unread.

As an example, let’s look at a typical corporate entrance sign. The customer wants to identify the company to customers, potential customers, shippers, employees and applicants, emergency response personnel, etc. First, does the company use a logo? If so, the entrance sign could simply be a logo produced in a large, effective format that will get the proper attention. If a logo is not used, the company should strongly consider developing a good visual brand. Colors, type, borders, overall shape, etc., should all be kept simple and easy to see and read. Some people would opt to include an address number. Others may want to include the website address. Some may value the importance of including a slogan or a short, bullet point list of products and services. Most partnerships or professional groups would probably want to list the names of the partners or other professionals in the firm in addition to the main name of the practice.

The point being: “Keep it Simple”.

This seems easy, but it may require the help of a professional sign company to recommend the best functional design that suits your specific marketing goals. Take a good look at your signage program. If it suffers from TMI (too much information) now is a good time to fix it!

Contact: Mark Hackley, Account Executive

540-416-3154

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