Driving home on Sunday morning after walking with my mates and dogs and I pulled up at traffic lights at a tee intersection. Right opposite me was a building with a great big sign in a perfect position for people waiting in cars at the lights with lots of time to read it. The only trouble was it almost impossible to read. It was all in capital letters which are darned hard to read at the best of times and more over it was light letters on a dark background.

Of course, as I drove off, turning to the right and going past I could read what the sign said but, by then, it was too late… I was past it. Had the sign been more readable from where I was pulled up at the lights I would have been perfectly positioned to have pulled in and maybe tried their burgers (although I must admit it was a bit too early on a Sunday!).

What’s the point of this story for us? Always survey the area around your building where you intend to mount your signs to decide where the best possible position will be so they will be seen by the most passing traffic (or pedestrians if that’s who you are targeting).

Then ensure the sign font and colours are the best possible to attract maximum attention and readers. The better the sign the more people will view it and (providing you’ve got the right message to attract the right viewers) the more your sales.

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