The Difference Between Good and Bad Signage

The Difference Between Good and Bad Signage

Signage is more than just a piece of plastic or metal with writing on it; it's a critical tool for communication, navigation, and brand building. Whether it’s a huge billboard or a small directional sign or name plaque, effective signage acts as a silent salesperson, wayfinding, ensuring safety, and establishing a professional image.

Conversely, bad signage can actively deter business, cause confusion, or even worse compromise safety. The difference between the two comes down to a few key design and placement principles.

What makes a good sign?

1. Clarity & legibility

The message is instantly readable and easy to understand, even from a distance. Using sans-serif fonts (like Helvetica or Arial) with high contrast, such as white text on a dark navy background. High contrast text and graphics stand out sharply against the background, ensuring maximum visibility in all lighting conditions. Black on yellow, white on black, or dark green on white. Avoid low-contrast pastels or blending colors if signs need to be seen from a distance.

2. Less is more

The sign should prioritise the message; a single, clear message that avoids information overload. A shop front sign simply reading: "[Brand Name] - Coffee & Bakery."

3. Visual hierarchy

The most important information (e.g., a business name, directional arrow) should be the largest and boldest, guiding the viewer's eye. A directional sign with a large, unmistakable arrow next to the destination name.

4. Strategic placement

The sign is placed where the target audience needs the information—before a decision point (e.g. before an intersection or doorway) and is not obstructed in any way. For example, a 'Parking Entrance' sign needs to be visible before the turn-in, not after you've already driven past.

5. Brand consistency

The design uses brand guidelines, reinforcing brand recognition and professionalism across all materials. All internal office signs should use the same company font and color palette as the main building sign, website & all marketing materials. There should be no doubt the signs belong to the same brand.

6. Durability & quality

It is made from high-quality, non-reflective materials that can withstand weather and maintain a professional appearance over time. A sign with a matte finish and weather-resistant vinyl or paint, to prevent glare, fading, or peeling. It needs to be fit for the purpose it is intended.

Essentially a sign's primary job is to communicate a message effectively to its intended audience. While in an ideal world, you would choose the best material for the job, more often than not cost will be a major factor and there will be compromises on materials and/or design. Our surveyors and creative team at MK Marking Systems are experts at specifying the appropriate materials based on budget and this quite often can be scaled up and down accordingly.

Good signage is clear, cohesive, and correctly placed. It communicates its message instantly and leaves the viewer with a positive or clear impression.