Signs With Impact!

In the dizzying world of signage displays, there are certain critically important standards that some designers may forget to consider.

I coined a phrase 20 years ago, as Operations Manager for a large sign company. The phrase? “View Factor” or V-factor.

Never Forget Your Sign’s View Factor (V-Factor)!

Assume your sign is statically placed, meaning it doesn’t move. How is your sign being viewed? From what angle? From a roadway? If so, how far from the thoroughfare is your sign being viewed? What’s the speed limit for the street or highway where your sign/message is displayed? What message is being conveyed to people passing your sign?

If your sign’s in a window in a shop with other shops around it, are pedestrians your main viewers, or pedestrians and road traffic? In an indoor mall, for example, you’re not getting cars driving by — you’re getting foot traffic. That’s your V-factor. If your sign’s a billboard off a freeway with a speed limit of 75 mph, your sign is being viewed from vehicles whizzing past in traffic and you’ve got to consider the V-Factor for that specific situation.

Here are some of the most common mistakes designers and art directors make when designing their display message.

Designing for Aesthetics Instead of Impact

What is impact, you ask? Impact is the core of your message. In sales, it’s most likely the sale bargain i.e.: “50% OFF,” “BOGO – Buy One Get One,” or perhaps it’s a “One Day Only” sale. This is your impact.

Many designers want their logos featured as the impact message of their sign, but if they choose a color scheme that’s too busy, the impact disappears as minutiae.

With this in mind, as you drive around on your daily routine, start noticing which signs grab your attention and what is it about them, specifically, that made an impact on you. For example, phone numbers on stand-alone signs should pop: if not, how do you contact them? Is it the email address or website address that stands out? Your logo is brand recognition, sure, but if your logo is the featured element on your sign, make sure you also emphasize your impact point, and consider the V-Factor! Do this for all your signage and get the most bang for your buck.