Importance of the use of signs in advertising is often discussed but how to make a sign stand out from others is what matters the most and is rarely discussed. Most business signs are well-proportioned, carefully balanced, tastefully drawn and perfectly color-coordinated. In other words, utterly predictable and effectively invisible.

The five most common mistakes made in business-sign design are:

1. Attempting to be understated or elegant;
2. Attempting to “fit,” or blend into, the surrounding environment;
3. Under spending;
4. Including too much information; and
5. Placing the sign too high. (The eyes of drivers tend to stay focused at windshield height. Low signs are better in town. Tall signs are better on freeways where they’ll be read–at windshield height–from great distances.)

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