Create lasting impact with retail signs

Whether your business is located on a busy high street or tucked away in a cul de sac, clear and effective retail signs are essential to let customers know where you are and what you offer.

There is a definite art to creating retail signs that have real impact and get your message across, says Erl Fischer of Elf Signs. And with decades of experience under his belt, he knows exactly what he is talking about.

Here are his top tips for shop signs that will work hard to improve your business.

Simple messages work

Many business owners know what they want to say, but the trick is to keep the message simple, says Erl. "All too often business owners want to tell the whole story on their shop signs, whereas in fact one strong, simple message is what is needed."

His own sign, for example, simply says, "My Signs Work".

Warm it up

Different colours give out different messages and offer varying levels of visibility for shop signs, Erl explains. Warm colours like reds, yellows and maroons are good for imparting a friendly, approachable look or creating an air of excitement for an event such as a sale.

Warm colours in a retail sign can also work well to brighten the appearance of your business if it is located on the shady side of a street.

Add authority

Cool colours, on the other hand, can lend an air of authority. That's why lawyers, accountants and similar businesses generally favour sombre tones such as navy blue or charcoal, rather than a frivolous pink or baby blue. 

Colour combinations

A professional sign writer will advise you on the right colour combinations for retail signs. For example, using a middle-toned red and blue together can make the letters appear to move. To avoid this disconcerting effect, it may be necessary to create a higher tonal contrast by adding some black or white to the basic colours. 

Legibility is all

There is no point in having a sign that no one can read, however pretty, so you also need to consider who will be reading your sign and under what circumstances.

Two key considerations include: 

• Font choice: Serif fonts such as Times New Roman may be good for printed material, but can be difficult to read on a sign. Block, sans-serif fonts tend to be the easiest of all to read - particularly by older people, or when viewed from a car.
• Spacing: This needs to be done carefully by a professional, as mathematically spaced lettering (such as you get on a computer printout) can cause thin letters like 'I' to run into broader letters such as 'm' when viewed from a distance.

So, for professional advice on how to turn a so-so sign into a stunner, contact an signwriter in your area today: