Sep 04 2007
Are You Making This Very Expensive Mistake…
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This sign was a complete waste of hard earned money. What makes it even worse is: it is located on a very busy highway, and could have earned the owner a lot of additional business.
After all, the wording is very good, the use of the word NEW in big bold lettering will always catch a readers attention, that is, if they can see it…
In this case, the sign can’t be read because the lettering has absolutely no contrast with the background.
The mistake is fairly obvious, so how come, the sign-writer or the owners didn’t see it?
And this is not an isolated case, every day, I see hundred of expensive mistakes just like this…
Signs that can’t be read because the colors used make it impossible, or so many words, you can’t even be bothered to start to read. Billboards and posters must grab your attention and deliver your message in a split second, it takes careful planning to get the mix of words and graphics right. Before you commit your money go for a drive around and check what grabs your attention and makes you want to act.
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So, what’s the take away message here…
When you plan a sign or a poster, take time to visit the location, check that the colors you choose for the lettering contrast with the back ground of the sign itself, and just as importantly: the back ground color of the sign itself, contrasts with the colors of the location. This isn’t rocket science is it? Boring as it may seem, research has proven, nothing beats plain old black lettering on white backgrounds.
I know, I know, I can hear the groans from the “creative set” sorry guys and gals… IT IS A FACT and your job is: to use your skills with typography and layout to make it even more readable, after all it’s not a design competition we are trying to win here, we want more customers.
