When it comes to making a lasting first impression, few elements of your business are as crucial as your signage. Whether it’s the bold lettering on your shopfront or the directional signs inside your premises, well-designed signage plays a vital role in communicating your brand and guiding customers. However, even the most well-intentioned designs can fall flat if a few common mistakes aren’t avoided. Here’s what to watch out for when designing your signage—and how to get it right the first time.
Overcomplicating the Message
Your signage should be clear, concise, and instantly recognisable. Too much information or visual clutter can overwhelm the viewer and obscure your core message. Avoid cramming in excessive text, unnecessary graphics, or multiple fonts. Instead, focus on one strong message and keep your design clean and easy to digest at a glance.
Poor Colour Choices
Colours are powerful—but they can either work for or against you. Using colours that clash or don’t contrast well with the background can affect readability. Also, it’s important to consider how your signage looks in different lighting conditions. Test your colour palette for contrast, readability, and overall impact before committing to the final design.
Inadequate Font Selection
Fancy fonts might look impressive on screen, but they don’t always translate well to physical signage. Avoid overly ornate or script-style fonts that are hard to read from a distance. Opt for legibility over style—your message needs to be understood quickly, whether someone’s walking past your storefront or driving by.
Wrong Size or Scale
One of the most common signage mistakes is misjudging the size. Signage that’s too small to read from a distance—or too large for the space—can defeat its purpose. Think carefully about the location, viewing distance, and surroundings to ensure your signage is appropriately scaled for maximum impact.
Neglecting Branding Consistency
Signage should reflect your overall brand identity, including logo use, colours, fonts, and tone of voice. Inconsistent signage can confuse customers or make your brand appear unprofessional. Make sure every sign aligns with your broader visual branding to reinforce recognition and trust.
Ignoring Material Selection
Not all materials are created equal, especially when it comes to outdoor versus indoor signage. The wrong material can fade, warp, or deteriorate over time—costing more in the long run. Before settling on a material, consider the location, weather exposure, and longevity you require. For help choosing the right material, check out this comprehensive signage materials guide.
Failing to Consider Accessibility
Your signage should be inclusive. This means ensuring legibility for people with visual impairments and providing appropriate height and placement for wheelchair users. Consider font size, colour contrast, and clear imagery to make your signage accessible to everyone.
Skipping Professional Input
While DIY design tools are more accessible than ever, signage is often best left to the professionals. Designers and signage experts bring experience, technical knowledge, and creative flair that can elevate your project far beyond a basic template.
Great signage is a powerful asset—it attracts attention, reinforces your brand, and guides your customers
Avoiding these common mistakes can save you time, money, and the headache of a poor first impression. Take the time to plan your signage carefully, and don’t be afraid to lean on expert advice to ensure a high-quality, effective result.
