SIGNS, BANNERS, AND THE ECONOMIC USE OF WORDS
Generally speaking, when it comes to verbiage on Yard Signs, the fewer the words the better. But that is not always the case. We recently fielded an inquiry about Magnetic Vehicle Signage from a company who installs recreational equipment for parks and playgrounds. They wanted to feature their company logo, as well as their website, but were unsure about what else to communicate. We recommended that, instead of just saying “Parks and Playgrounds”, they expand their message to read “We Design & Build Parks & Playgrounds” (note the use of the ampersand). With the former, admittedly simpler and “cleaner” message, the reader might incorrectly assume that this company mows parks and playgrounds or provides trash pickup or other maintenance services. In this instance, more words were needed for clear communication.
However, signs with fewer words are easier to read, and allow the designer to use bigger, bolder fonts. “Come in and try our new menu items” is easily edited to read “Try our New Menu Items” or even “New Menu!” “We’re Open on July 4th” becomes “Open July 4th!” and “Try Our Happy Hour Specials from 4 until 7 PM Today” can become “Happy Hour Today! 4 PM – 7 PM!” The next time you’re putting a sign together, try crossing out every other word on your first draft and see what happens. This trick, used by copywriters of radio and TV commercials, may help you uncover a simpler, more direct communication that can lead to a less cluttered A-Frame Sign or Banner Stand.