Signage size will always be a major factor in any design process. This is largely because size = prominence, and prominence allows the message the sign is conveying to be seen more easily. If a sign can be seen more easily it is more effective, which means it is doing its job.
But how big should your sign actually be? Many clients will ask for advice on this, however they will also be very cost-aware. A larger sign means larger costs, and this may put a few people off in the hope that their chosen smaller sign will be enough to get the job done.
As a rule of thumb: if you’re having a conversation about whether the sign is too small, it probably is.
Despite possible resistance from clients it is always worth encouraging them to go larger, as this allows their message to be amplified on a grander scale and therefore have more of an impact, giving the client more bang for their buck. If they’re still unsure, it is more likely that clients would regret not spending more and going bigger than the reverse.
It is also worth raising the different aspects required to make a sign: font size, white space, graphics, typography, kerning etc. It is also worth thinking about the distance at which this sign is meant to be viewed. Is it on a billboard? Outside a store? Wrap art on the side of a moving vehicle? All of these factors will play a role when it comes to signage size and design. A billboard will obviously need to have a large scale from the outset. The outside of a store could get away with having a smaller design depending on the location of the sign on the building/street, but its worth triple checking measurements here to ensure maximum effectiveness. The side of a moving vehicle is a case where bigger is better; if a van is travelling at 70mph the graphics there isn’t much time to see any branding or messaging before its gone, so ensuring that the graphics and typography are kept on the larger side will definitely help with prominence here.
Ultimately, only on person will know the right size of any sign – the client. They may look to you for expertise, experience and guidance, but only they will know what’s right for them and what they want. To see a collection of fantastic signmaking images suitable for any form of branding or signage creation, see our latest images here.
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