COMMON MISTAKES WHEN DESIGNING SIGNS AND HOW TO AVOID THEM

In today’s competitive business world, signage has established itself as an essential tool for visual brand communication.

A well-designed sign not only identifies a business, but also conveys its personality, values and the quality of its products or services. It is the first impression that a potential customer receives and, as such, it must be striking and memorable.

However, in the process of designing signs, it is common to make mistakes that can compromise their effectiveness and, therefore, the perception of the brand. These errors can range from an inappropriate choice of typography to an overload of information that makes it difficult to understand the message.

Recognizing and avoiding these pitfalls is crucial to ensuring that your signage serves its purpose of attracting and retaining the attention of your target audience.

Below are some of the most common mistakes in sign design and strategies to avoid them, thus ensuring effective visual communication consistent with the brand identity.

Lack of readability

A common mistake is using overly elaborate fonts or inappropriate font sizes, which makes the sign difficult to read. It is essential that the message is clear and easily understandable from a distance.

How to avoid it: Choose clear fonts and make sure the text size is large enough to be read from the expected distance. Avoid overly ornate fonts that can make reading difficult.

Information overload

Including too many elements or text on a sign can overwhelm the viewer and dilute the main message. A cluttered design makes it difficult to quickly understand, which is essential in environments where the public has little time to process information.

How to avoid it: Simplify your content, focusing on a concise and direct main message. Use language that is simple and understandable for your target audience.

Inappropriate choice of colors

Incorrect color selection can affect the visibility and perception of the sign. Color combinations with little contrast can make it difficult to read, while certain colors can evoke unwanted emotions or those that are not aligned with the brand identity.

How to avoid it: Choose colours that complement your brand identity and ensure good contrast between the background and text. Consider colour psychology to convey the desired emotions and ensure the message is clear and effective.

Not considering the location of the sign

Designing a sign without considering its placement can result in ineffective communication. Factors such as viewing distance, traffic speed, and area lighting are crucial to ensuring the sign fulfills its function.

How to avoid it: Adapt the sign design to the environment where it will be installed. For example, in congested urban areas, a sign should be more eye-catching and legible from short distances, while on highways, it should be visible and understandable from greater distances and at higher speeds.

Lack of coherence with the brand identity

A sign that does not reflect the identity and values of the brand can cause confusion among the public and weaken the corporate image. It is essential that all communication elements are aligned with the brand’s personality.

How to avoid it: Make sure your sign design, including colors, fonts, and messaging, is in line with your brand identity. This reinforces consistency and helps build a strong, recognizable image.

Avoiding these common mistakes in sign design will allow you to create more effective pieces that clearly communicate your message and reinforce your brand identity. Always remember to consider readability, simplicity, color choice, placement, and brand consistency when designing your signs.

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