Does your sign design make a statement? Does it have attractive elements such as a logo? In many cases, the first thing your customers see is your sign. The impression left on them should be a positive one. A sign in poor repair or shabbily installed will send a negative message to your customer. Likewise, even a properly installed sign but with poor layout may have the same effect. All aspects of proper layout must be considered to give your potential customers a good impression.

Does your sign say what it needs? The proper sign is neither too wordy nor too brief; and can vary from sign to sign depending on what your sign is supposed to do for your business. Make sure your sign has the proper emphasis on the elements of the sign that help you and your business the most.

Identify the type of traffic your sign is meant to attract (sidewalk traffic, downtown vehicles, or highway traffic, for example) and use the proper size, color, angle, lighting, and placement for maximum visibility. Many of the decisions relating to visibility are limited by your local sign ordinances; so consult an expert for this information.

Even if your sign is visible, if the intended audience cannot read it, your sign has little value. Some of the things to keep in mind are the following:

1. Letter Size. Letters that are too small to read are widespread in many signs today. For a quick reference on what size letters are suggested for your sign; look at the visibility chart.
2. Color Contrast. Letters that blend in with their background become illegible at moderate distances. The amount and type of lighting (both artificial and natural) is important as well to overall legibility.
3. White Space. Simply enlarging letters does not make them more readable. Proper letter kerning (the space between letters) and leading (the space between lines of text) have almost as much to do with legibility as letter size. Maintaining a high degree of white or negative space is important to keep the letters from running together or running into other distractions around the sign.
 

Choosing the proper letter style and size determines your sign's rhythm. Rhythm also applies to your sign itself and to how it fits in with surrounding signs.

1. Style Limits. Limiting your sign to a maximum of 2 styles is important. In almost all cases, more than 2 styles typically does nothing but make the sign hard to read or makes it look unorganized and fragmented to the viewer. A properly laid out sign also will use only styles that complement one another.
2. Logos. Do you have a logo that fits well with your sign copy? Addition of graphical elements or a logo should complement the sign message and in most cases not overpower the entire sign.
3. Neighboring Signs. While your sign should stand on its own; in many cases it is important to examine the signs around you and your type of building or monument to make a determination on the colors, styles or sizes of your sign. Having an exact duplicate of your neighbor's sign may not be appropriate or effective-but a sign that is harshly different may also send the wrong message for your business.