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Signs and banners are a significant investment of not only your money, but also your time. Add to this the fact that your sign or banner takes up valuable marketing space, and all of a sudden the opportunity cost appears to be greater than you may have considered. So to help you avoid losing money, time, and valuable marketing space, here are three easy things to consider when purchasing a sign or banner:
1) What is the priority or main goal?
2) What is the "right" choice of colors?
3) What is the best font or character style?
First, decide the priority or main goal for your sign or banner. If trying to create branding, then make certain your brand or logo is featured and easy to see or read. If trying to drive traffic, make sure you post a call to action that will provide an incentive to a potential customer. If conveying information, make sure you stay concise. Less clutter is better, especially if your prospect will be driving by.
Second, what are the "right" colors? Well, there are no concrete rules, but in general, make sure the colors make it easy to read from a distance. Contrast is normally good- light letters on dark backgrounds, dark letters on light backgrounds. A sure-fire combo we rely on is red lettering on a yellow or white background. While this combo can be over-used, it is always easy to read, providing you have a good font (letter character.)
Third, what font or characters should you use? Well, again, there are no concrete rules, but stay with easy to read fonts such as Arial or Times New Roman. If you're expecting people to see your message from far away, make the fonts bold and large (3" or larger.)
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