Austin Signs | Increase Sign Effectiveness

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What is the fastest way to increase the effectiveness of your sign?  The answer is to make a sign that is easy to notice and/or read.  Within the sign industry this is called “Conspicuity”, which is defined as “A sign’s ability to stand out from its visual surroundings and have a high probability of being noticed” according to “On-Premise Signs as Storefront Marketing Devices and Systems,” written by Charles R. Taylor, Thomas A. Claus and Susan L. Claus.  The book was published in 2005 by the U.S. Small Business Administration and the Signage Foundation.

According to the book, signage conspicuity depends on several factors including:

  • Placement within visual field (location)
  • Brightness
  • Complexity of visual environment
  • Status of peripheral vision (visual field)
  • Whether the sign contains borders
  • The fonts used
  • Recognizability of forms and shapes
  • Flashing lights/moving elements
  • Uniqueness of sign’s features

Let’s focus on the recognizability of forms and shapes, and the sign letters in particular.  What are factors that must be considered to make sure the letters are recognizable?  The answer is contrast.  This one feature alone can determine whether a sign is effective or not.

To best address this feature, be sure to consider the substrate color where the sign will be installed.  Having a strong contrast between your primary color of the sign and the space it will be installed on is key.  Making the primary color the same or similar to the façade or wall is asking for trouble.

Your sign company should advise you of this consideration and assist you constructing the most effective sign for your business, whether it be a channel letter sign or lobby sign or anything in between.  Call the team at 360 Signs to discuss your options and begin designing an effective “marketing device” today.

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