TOP 10 TIPS FOR EXTERNAL SIGNAGE

External signage is the first thing a customer or client will see before stepping into a business. Here’s our top 10 tips to make sure you make the right first impression…

1. Purpose: Is the sign promotional, purely for branding’s sake or functional? Think carefully before making any decisions. You only get one chance to make a first impression.

2. Safety: Carry out regular maintenance checks to uphold the safety of staff and passers-by. Watch out for any changes in the condition of the signage and its electrical components. We recommend checks at least every two years. It is amazing what effect a couple of hard winters can have on external signs.

3. Materials: Illuminated, built up lettering could complement a retail unit in the city centre, but may not be appropriate for a law firm in a market town. Also, not everyone wants to create the effect that they are upmarket and consequently expensive. Some businesses want their signage to convey the fact that they are low-cost.

4. Font: Typography should embody the character and spirit of your company. It communicates the message you want to convey, be it formal, professional, traditional or modern. A font can give the impression that a business has been running for 100 years, even if it hasn’t.

5. Colours: Colours can be used to say different things, but tones are equally important. Yellow is a bold and vibrant colour but can also be used in lemon tones to create a more mellow feeling. Solid colours are striking while gradients create different, softer effects.

6. Lighting: Lighting can make signs stand out on a crowded high street, or as a beacon in a more remote location. Strip or spot lighting are popular options, but bear in mind the type of lights available. Ice white can be effective but harsh, while warm amber hues can create a much softer effect.

7. Planning permissions: Signs over a certain size may require planning permission depending on the use of the building. For instance, commercial properties can be subject to different regulations from religious, medical and educational buildings. Planning laws can also differ depending on location so be sure to check with your local authority.

8. Heritage: Ultra-modern signs could look incongruous against the backdrop of a Victorian gothic building, and may benefit from something more in-keeping with its history.

9. Vantage point: Take the time to visit all the angles and locations your sign will be viewed from – there’s likely to be several. You could create a large sign that is visible from long distances, but that looks wrong close-up.

10. Temporary signage: Don’t be tempted into thinking that signs which will only be in use for a short time require less

effort. ‘Opening soon’ signs may have a short life span but still require consideration. Temporary signs can be put up quickly and cheaply but they will still need to reflect the brand.

This article was featured in the Yorkshire Post on 20th August 2015.

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