GRAPHICS PRO

July '21

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S I G N A G E & P R I N T I N G S I G N A G E & P R I N T I N G B Y M A T T C H A R B O N E A U Sign Design 101: Part 3 Sign Design 101: Part 3 8 4 G R A P H I C S P R O J U L Y 2 0 2 1 G R A P H I C S - P R O. C O M I t's been a long week, and you're star- ing at the latest design request that's sitting on your desk. The client is an ATV Riders Club in town that wants a banner designed with so much extrane- ous information that the message will be lost in the forest of copy. This is the fourth one of these you've had to struggle with this month, and you're looking for some way to get it across to the customer that saying too much is worse than not say- ing enough. We touched on this in my last article (featured in the May issue, page 54) when we discussed the billboard for the "Take dad for a Father's Day drive" message and how exploring the intangible benefits of spending time with your dad made the billboard more effective without the need to mention a product. In this case, it's not an advertising op- portunity per se, but a banner to attract new club members. They have a brick- and-mortar clubhouse and want to an- nounce the completion of a new work- shop and recreation room with WiFi, sky lights, a carpeted area with a big couch, TVs, dance floor, and a new sound system as a way to entice new members to join the club … and did I mention they have a new five-gallon hot and cold water dispenser in the lobby too, plus they want all the contact information included somewhere on the sign. All of that on a 4' tall X 10' long banner that's installed on a fence near some bushes that only provide a three-sec- ond read from about 50 feet away. Before we talk about layout and de- sign, let's look at a way to compress the thoughts, ideas, and concepts into a more concise message that will allow the sign's purpose to be fulfilled. AN EXERCISE IN WORD COUNT In the chart on page 85, I have created a short exercise on how to reduce word count without losing the intent of the message that needs to be conveyed. Using this discipline, you can evaluate the pur- pose of the sign and determine the most effective way to get the information across to the viewer in such a way that they act. Questions to ask: • What is the primary role or purpose of the banner? (To attract the eye of potential future club members.) • From what distance will it be op- timally viewed? (Forty feet, but it's visible from about 200 feet away as you approach.) COMMUNICATING WITH WORDS, CONNECTING WITH STYLE

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