As any small-business owner knows, brand recognition requires more than hard-working employees and a decent website. A business is nothing without recognizable signage out in front.
Case in point: too many business owners spend all their time and budget designing a great logo only to realize too late that their signage is too small to spot from the road.
Remember, if you can’t get customers to your door, it won’t matter what you have inside the building.
So, if you plan to build a new business or just need to re-vamp your current space, don’t forget about the size of your building signs. Here are four critical factors to consider:
1. Sign Location
Before you choose a sign, you need to understand traffic patterns outside your door. As a general rule of thumb, the faster the speed limit on the road next to your business, the larger your signs should be.
But that’s not all.
If your business front runs parallel to the street, you’ll need a much larger sign than if your business front sits perpendicular instead.
The reasons are simple: drivers have to work harder to see business signs that run parallel to their driving lanes. By contrast, perpendicular signs prove easier to spot, even from a distance.
Imagine the following scenario. Your business front lies perpendicular to the street, the street is a single-lane road in either direction, and the speed limit designates 35 or 40 mph. Based on these factors, professional signage companies indicate that customers can read your sign at 185 feet.
Of course, this scenario represents just one business’s situation. If you don’t know how to assess your signage placement, ask your LED or neon sign company representative for help.
2. Letter Size
Next, you need to factor the size of letters on your signs. If you order a large neon sign, you can’t change the lettering later, so it pays to be sure about letter size up front.
Follow a simple rule and make each letter at least one inch tall per each 25 feet. By this calculation, a driver could read your sign from 185 feet away if the letters stood approximately 13.5 inches tall. Factor in a larger size for fancy or intricate fonts and styles.
Did you know that proper letter size not only affects readability, but also traffic safety? If drivers have to squint to see the typeface on your signage, they put themselves and other drivers at risk. The roadway distracts drivers enough, so don’t contribute to the problem. Make sure your sign is easy to read from a reasonable distance.
All of the above information presupposes that your sign lacks graphics. However, since no business wants a nondescript sign, pay attention to your font style too—not just the size of the lettering.
For example, if your branding normally features a certain font, repeat that on your sign. Aim for graphics that enhance (not detract from) your sign. You may need a larger sign to accommodate both letters and graphics in a way that looks attractive, but still easy to read.
3. Sign Height
How tall is too tall, and how tall is just right?
Now that you’ve decided on your sign’s distance from passersby and determined lettering sizes, you need to determine its height on your storefront or office building.
Unsurprisingly, taller signs are also easier to spot than lower-placed signs. This reasoning accounts for the fact that freeway signage is so tall. But use good judgment. After all, you wouldn’t want your sign to stand 50 feet off the ground if your street’s speed limit is only 25 mph. Twelve feet up works just fine.
Since height and distance sometimes prove tricky to calculate, ask your signage company to deal with the specifics. Professional sign manufacturers and installers know the exact steps to follow for perfect sign placement. Rely on their experience and design expertise.
Some business owners assume that lighting is just an unnecessary expense, particularly if they only receive customers or clients during a regular workday. However, illuminated signage makes any sign more visible, even in the daylight hours. A lit sign also shows up during inclement weather conditions, not to mention at nighttime hours.
Remember—a sign doesn’t just invite customers and clients to your door, though that task is important. They also build brand recognition. Each time people see your sign, they carry its memory in their heads for later retrieval. The more often they pass your way, the more they’ll remember you when they need your services. An illuminated sign helps in this goal.
A well-lit sign may also appear larger than an unlighted version. Use lighting to enhance your company colors and logo. You can do this via either neon or LED signage. Check with your city’s leaders to determine any brightness limits beforehand.
All of these tips can help those who pass by notice your sign be noticed. Talk to your signage company today and make sure your sign is the right size for your business. There’s no better time to improve your business’s visibility.