January '23

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1 8 G R A P H I C S P R O • J A N U A R Y 2 0 2 3 G R A P H I C S - P R O. C O M and the white font — of which the spac- ing and placement are way off. I have provided an alternate "armchair quarter- back" design here that would be much more effective. In all fairness to the designer who cre- ated this WET PAINT sign design, it's likely that they did not want this layout to be used for the final design. e designer may have been overruled by management, marketing, legal departments or brand- ing. I would say it's a safe bet that this design was never officially field tested for effectiveness. is is a great example of a sign that is too busy to be readable, and where the pri- mary message is lost in a sea of busy logo paint swatch elements. Is there a way to keep this from affecting your future sign designs? Why yes, and I am so glad you asked! CONSIDERATIONS FOR AVOIDING A BUSY SIGN DESIGN: Step 1: Knowledge of the need Always remember — signs perform a function. ey have a job to do, which is to communicate details, ideas, or warn- ings. Here are some steps to follow: • First, find out why the need exists, and what message or sign had been tried in the past. What has or hasn't worked in the past, if anything. Why do they feel the past signs did not do their job? How well do the signs work that are on the property now? Have signs been stolen? Vandalized? What outside factors do you need to plan for? • Identify the type of need and the sign type it will require, as well as potential code restrictions that may limit the size of the sign and where it's installed. • Is this need legitimate, timely, and warranted? Who is saying the need exists, and is it a permanent or temporary need? Will the need evolve? How long will the need be present? Seasonal, parking, direc- tional, and most temporary signs usually fall into this category. • The list goes on, but most impor- tantly, you need to understand what end result is expected by the viewers who are reading the sign. Redesign idea. S I G N A G E & P R I N T I N G

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