Elements of Effective Signage

Since 2002, Mike Loftus has served as president and owner of MLE Merchandising & Sign Solutions in Elk Grove Village, Illinois. Mike Loftus has built MLE into a nationally recognized producer of brand signage.

Effectively designed signage must be clear, informative, and engaging. The first thing that it must do is catch the attention of the person passing by, and color plays a key role in this process. Studies have shown that 80 percent of a logo's memorability stems directly from its use of a recognizable color scheme, ideally one that is perennial enough to appeal to viewers even as trends come and go.

Color schemes also allow for visual contrast, which helps the sign to be readable. Dark text on a very light background, or vice versa, can help the viewer to read key information. Similarly, by contrasting the background of the sign with the color of its surroundings, a designer can call attention to the sign itself.

Variation is helpful in font sizing as well, since it helps to direct the viewer's eye to important information. Multiple words of the same size can make it difficult for the person passing by to take away the key message, such as the business' name or web address. By making that important information larger, the designer can create emphasis.

Designers must take care not to use too many words on signage. Businesses with several services or products may wish to showcase just one, and the same is true for modes of contact. Rather than list the business' mailing address, email, and phone, showcase a memorable phone number or website that the viewer can remember without much effort.