3 Tests for Company Signage

Here are some of the best sign design tests you can do to ensure maximum effectiveness of your company signage.

The “Glance” Test

The decisions business owners make in designing their logo and signage at the start will make a big difference on the amount of foot traffic their sign generates for their retail or office locations. It is well known that a company’s sign can generate as much as 50% of its walk in traffic. Over the life of a company, optimizing the signage can have a major effect on the bottom line.

To pass the “glance” test, you want to remember that your sign will be glanced at quickly, usually from a moving vehicle, and it will be competing with multiple distractions. The layout for the sign should be considered and maximized for “glance” recognition. Sign dimensions should be considered in order for your business to compete with nearby competition. If your business is local, it’s important to make sure your signage does not immediately brand you as small-time; rather it should look as good or better than the national chain stores which often inhabit the very same space as you, the small independent shop or business owner.

The Combination Test


Here we see a strip mall already inhabited with businesses. The picture is presented in low resolution to remind us how a potential customer generally sees the signage. We can see that the corner store’s owners, who already have a location advantage, designed their logo and signage so the word and icon don’t muddle together when viewed from a distance. At this angle, the other signs are almost illegible, with some combining their icon and typeface, yet they are only ten feet away from the correctly designed sign.

The Space Test


Here we see a local burrito business, placed in between two national chains in a strip mall. Our intrepid burrito stop has thoughtfully used the full vertical and horizontal space, and left enough white space in the logo so that it can be read at a distance. The business also used a deep red to overpower or at least compete with the polished presence of Dunkin’ Donuts and Comcast. Well played!

So, to raise your bottom line; give attention to your sign. If your logo is too complex to be read at a distance, consider having a simplified version of it created.

Got questions about your design?  Just contact us and our experts will be happy to assist you.