4 Factors to Consider when Choosing and Implementing Corporate Signs

Corporate signs have many uses: Most importantly they let potential and existing clients know where your business is. Your sign may be the first thing that a prospective client sees, and it's important to ensure that it has not only been properly designed, but also that the location is right. The following are the most important points to consider:

1. Visibility and location

Wherever the sign is placed, it should be clearly seen by passers-by as well as those actively looking for the sign — this includes people on foot and those in vehicles. Think about anything that may block the sign, such as glare from the sun, trees, power lines, buildings and any other obstacles. If you can't change locations, optimise what you have by including bold colours, large typefaces and lights to make the sign stand out. Consider investing in a prime location as soon as it is available. A well-placed sign will work for your business around the clock.

For interior or on-premise corporate signs, ensure that the sign is clearly visible to those approaching and passing the business. You should also include directional signs to lead people into the business.

2. Design

Your sign is always communicating to passers-by about your business. It is important to ensure that you make the right impression with every element on the signage. Begin by choosing colours that can attract consumers and adequately represent what you stand for. Ensure that the typeface is large enough to be seen from afar — billboards are hoisted higher up and therefore need to have larger fonts. Take care not to fill up space with too many elements clamouring for attention. If viewers are unable to process the signage, they may subconsciously think your brand is unreachable or unlikable.

3. Maintenance

This is especially important if you are not in the most optimal location. Regularly check on your signage to ensure that it is not concealed from sight. Signs with burnt-out lights, missing letters and general deterioration tell your clients that the company doesn't care about itself, and they are unlikely to trust you with their business.

4. Messaging

Apart from the design elements, the wordings included in the billboard should be chosen carefully to communicate who you are and what you do. Take care not to have too many unnecessary details. Use simple language and use contrast to make your most important message stand out. Most businesses provide their name and address and a catchy tagline. Prioritise the message to keep it short — you can give more details after the customer has come in.