The Purpose Of A Sign Is To Attract Attention, And Impart Information.

Effective Signage Design is paramount. It doesn’t matter whether it is a building sign, a road sign, a retail sign advertising a sale, or a simple way finding sign, the ultimate aim is the same.

Fairly obviously, the wording used within the sign conveys information to the reader, but what is less obvious is that the signage design conveys as much information as the words themselves, if not sometimes more.

Consider this example :

Why Is Signage Design So Important

Would you be attracted to this law company? Would you feel like you were dealing with a competent, professional legal firm?

Most importantly, would you feel you were getting value for your $350 per hour using their services?

Probably not, but how about this company:

Why Is Signage Design So Important

How would you feel now?  – hopefully somewhat more confident that you are dealing with a professional business.

Yet the only difference between the two is the fonts, colours and layout of the name (ie, the design). The wording is exactly the same, and yet the two signs convey very different messages.

Good Signage Design Doesn’t Necessarily Cost More.

A well designed sign doesn’t need to be expensive.   Yet it can increase the value of a sign ten-fold, as seen in the examples below.

Which shop would you feel more inclined to give your custom to? Which shop would you think you might buy the better quality merchandise from? Which shop would you expect to get a higher standard of customer service from?

And yet again , the text is exactly the same, the only difference is in the design of the posters. Now here is the surprise, assuming that these were both simple window posters, they would cost the buyer a very similar amount. They would both be produced using the same method (a large format printer) and would take exactly the same time to print and trim. They both took similar amounts of time to set, but one was set by someone with no signage design knowledge or skill, and the other wasn’t.

 

Even Simple Information Signs Benefit From Good Layout Skills.

Unfortunately this sign breaks many basic rules, and the ugly result speaks for itself. A poorly laid up sign gives an amateurish look to an otherwise professional organisation.

Here is an example of a poor layout taken from real life. (Top Image). Relatively small changes to the layout can however improve it drastically (Bottom Image)

Why Is Signage Design So Important

A Considerable Amount Of Value Lies In the Effective Signage Design.

There exists a misconception that modern software allows anyone with a modicum of computer skills to “do graphic design”, however, the fact that a person has design software on their computer and “knows how to use it” doesn’t make them a designer anymore than giving someone a pair of wire cutters and a screwdriver makes them an electrician.

Hopefully, the above examples illustrate the importance of good, effective signage design when it comes to producing a sign.

Remember, a considerable amount of the value of a sign lies in its effective design, not in the materials it is made from – in fact, a poorly designed sign can inadvertently turn potential customers away from your business rather than attract them to it.

When you choose a sign company to work with, take the time to look at examples of their previous work, either on their website or by visiting their premises. Also, make sure you use an accredited NZSDA member, not a back street cowboy.