Signage

Signs are marketing communication vehicles for identifying a business and promoting products and services. Added to an integrated marketing campaign, they help widen your message. But a sign is only effective if it can be seen. Sounds obvious, right? But the proper placement of signs is as much as an art, as is the design of the sign itself.

In an article on signcraft.com, sign analyst, Dan Mika explains that placing a sign in the right place so people can easily see and read it requires an understanding of “sightlines”—regions of maximum visibility. He explains that signs are best viewed at a 90-degree angle to the viewer. So, although a sign on the front of a building might be placed above a shop doorway for long-range visibility from many angles, to attract sidewalk pedestrians nearer to the business, the best sign would be placed at eye level, 90 degrees, such as a freestanding banner, A-frame sign, or flag pole style coming off the building. Even the side of an awning can carry a message that would be considered within sightline.

The above isn’t meant to imply that all flat signs on buildings are wrong. In fact, sides of buildings can be great places for signs if traffic patterns around the building make it a sightline for drivers.

As Mika states, once a sign is planned for just the right place, all the principles of effective sign design can then be applied to the layout. To ensure your sign investment is a solid one, be sure to work with a sign provider that can help you with both placement consultation and good graphic design.


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MarketingTango is the leading online resource for integrated marketing. The blog covers a wide range of marketing tactics and their place in an integrated marketing strategy. Regular postings will include articles, ideas, tips, and real-world solutions to help companies of all sizes achieve their business objectives.