The most successful signs all have one thing in common: excellent design. A great location can be squandered by illegible signage. Choosing the right font to complement your other design elements and connect with customers doesn't have to be a painstaking process, but there are some basic guidelines that can save you a lot of headaches down the road.
Legibility is concern number one. If your signage is meant to be viewed from more than a couple of feet away, you're going to have to keep it simple. That doesn't mean there aren't thousands of options for you, just that overdesigned fonts, such as those that mimic handwriting, are off the table. If your sign can't be read easily from traffic, then people may have difficulty identifying your business. This also negatively affects the prospects of walk-in customers whose curiosity was piqued by your business sign. Stick with sans serif fonts or serif fonts that do not have extra design elements.
Do not use more than two fonts. Using a pair of fonts on signage can be a great way to separate different elements of your sign. By varying the line weight and size of your fonts, you can create contrast between the two to draw attention to the most important information first. Using more than two fonts typically results in a cluttered, messy design that distracts from your message.
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Don't forget about the other elements of readability. Legibility is a hurdle that can be cleared by careful font selection, but it isn't the only concern when it comes to an easily read sign. Once you've got the perfect font, you can consider length, contrast, and spacing. A sentence, even in a great font, can be difficult to read if it isn't spaced correctly. A short message with line breaks that doesn't pull a driver's focus from the road should be your goal. When deciding on background and lettering colors, be sure that they have the proper contrast. Great combinations include blue lettering on a white background, black lettering with a yellow or red background, white lettering with a red or dark blue background, and yellow lettering on a black background. Don't forget that your local signage professional can consult with you on other combinations that fit your application.
The right font can be the difference between attracting new, loyal customers and watching people pass you by. By optimizing for both legibility and readability, you can be sure that your signage is reaching the most people possible.
