Possibly, the very first thing many The question is people see of your existence is your how do you get it right? sign. The sign does two things. It acts To find the right answer you will need to as a beacon, guiding the visitor to the consider a number of factors, including: what right location and, more importantly, it are the right type of signs?; What are the delivers a message about your services. design criteria and what content should the Get it wrong and it will not only convey signs have?; Who should make your signs? the wrong message. In turn, it could add What materials should be used to create to the anxiety of someone in an and construct the signs?; Do you environment way outside their need planning permission Creatin comfort zone. Get it right to erect your sign? And, however and signage how do I meet my legal success g ful can be a powerful tool obligations if the sign signage which will help them requires maintenance involve be more relaxed in and inspection s than an more your environment during its lifetime? attracti and contribute to the Creating successful a v rrangem e effective running of the signage involves more ent of logos, p property. The importance than an attractive i c ture of well-designed and arrangement of logos, slogans s and planned signage as part pictures and slogans. It of your overall strategy requires the understanding cannot be overstated. and blending of complex
Letter size – generally, the larger the size, the greater the legibility. Letter shape – some letter styles are more legible than others. In particular, script and extended letter styles are more difficult to read unless they form a well-advertised brand name or logo (e.g. Coca Cola). Letter spacing – letters are more discernible if they are spaced apart at a reasonable distance. Crowding together, particularly of adjacent vertical strokes can make them difficult to read. Brightness – to be legible, a sign has to be bright enough to stand out from its surroundings. Location – signs will be more legible if they are placed in a position without competing or confusing backgrounds. Colour – a sign with a colour that contrasts well with that of its background will be more legible than one where the colours tend to merge. Use of directional indicators – not only is it important to keep these icons legible from a distance, consider ways that will not lead to confusion when displaying more than one direction is indicated. E
Issue 19.2 | HEALTH BUSINESS MAGAZINE
Written by David Catanach
David Catanach, director of ISA-UK, formerly the British Sign and Graphics Association, outlines the importance of correct signing and finding the right supplier
Signage
Signage: pointing in the right direction
elements such as marketing and demographic and it requires an understanding of ‘visual acuity’. The task is further complicated by the fact that the people will be on the move when they see the sign and it must be possible to read and understand its message in an instant. It’s worth repeating, no matter how good your product or service is, if your sign does not inform, it has failed. Investing in professional sign design is sound advice. Experienced designers understand how to get attention and, more importantly, how to get the right reaction. Let’s start with some of the basics: Sign legibility depends on many factors, but the more important are:
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