Font (also known as type): A Font is a set of printable or displayable text characters in a specific style and size. We all know fonts by what we see and read each day. But do we give them much more thought than that? Probably not, unless you have a business and need to think about marketing your brand, or perhaps you’re planning a wedding or baby shower and are looking for a flowery font that depicts your wedding or baby theme.
Do Fonts Matter?
If you find yourself asking if fonts really matter, then ask yourself, do details matter? The answer is yes, they do! Some folks may think that slapping a message onto a sign and putting it up doesn’t involve (or maybe shouldn’t) involve a great deal of thoughtful design. This is untrue.
All successful businesses, restaurants, franchises, department stores, boutiques, etc., know that the style and look of a font lends a great deal of design to the marketing message and branding of a business. The right font will evoke an intended emotion from a message.
Fonts Elicit Imagery
Asian restaurants are a great example of a business which utilizes fonts in a way that sets the mood and visually compliments their specific type of restaurant fare. What about military fonts? Ever gone to an Army Surplus Store or been a part of a military community where you might see a military sign created with a military font? The military itself often uses a stencil-type font that is easily associated with the military.
Fonts Add Meaning
Great sign and advertising companies realize the importance of using the right font in branding your business. The right font integrates with the image(s) to create the perfect message. A good font compliments the message without overpowering it.
But what happens when the wrong font is used in a message? Or worse..when too many fonts are mixed together to create the message? The wrong font (or mix of), can confuse the viewer. The letters may be too chunky, too squished together or have a mix of block and curly script which defies understanding of the message. You know the signs I am talking about..you spend more time trying to decipher the message, than in receiving the intended message.
We Can Help You Choose The Most Effective Fonts
At Vital Signs we care about your branding message and getting you the most marketing bang for your buck. We care about your message and using the right font. At least one of us has what can only be described as a font addiction and will spend hours pouring over fonts to make sure the right one is used. No worries..it really doesn’t take hours to find the perfect font for your sign. Our design team will work with you to ensure that we craft the perfect branding message with the perfect font(s)/graphics.
Call Vital Signs TODAY to see how we can make your marketing message…FONT-Tastic!
For those of you who have had the opportunity to visit Europe, you may immediately recognize the creative signs that I am referencing in this post. Even before we were in the “sign biz”, it was hard to ignore the creative craftsmanship of european signs. On a few different trips to London and Rome, it became clear that the signs of shop owners and restaurants, were clearly works of art. That is, no cutting corners and just slapping up a sign with the business name on it as we so often see in the US.
Now I’m not knocking US business owners for their choice of signage, I’m just saying that the sign owners in Europe (in many cases) have given much thought to the design and execution of the signage which represents their establishment. Truly, you can see the talent of the craftsmen and women who design and fabricate these signs. Sometimes they are whimsical, and often they are very detail-oriented. What I find most compelling about them is that they are memorable. They are picture-worthy for sure!
Good Design Speaks Volumes
When you see these art-qualifying signs, they elicit an emotional response. Many of them make us smile, but they also give us an understanding of what the business does (even if the business name were missing). There are graphic images which serve to inform viewers just by looking at the graphic. Though I have never researched the topic, I would bet that European SignCrafters have passed down the art of creating these sometimes very elaborate pieces of art from many family generations.
I don’t see the same type of conscious & creative effort in producing signs here in the US. So often it seems that the sign(s) were a last minute thought with whatever was left in the budget. A good sign design will make it easy for the viewer to understand what the business does, with a quick glance. A great sign will etch it’s brand recognition into the minds of customers and potential customers forever.
Are Your Signs Memorable?
If I had to advise new business owners about the signs that they choose for their business, I would tell them to spend a great deal of time in the design planning of their brand. I would tell them to be as creative, thoughtful and unique as possible when it comes to their signs. Think about all of the iconic signs that you have seen through the years. Which signs come to mind? What is it about the sign(s) that made/make you remember them? What is the appeal of the sign? Is it a unique shape or design? Does it have big color & impact? Does it do a great job of letting you know what the business/restaurant does? Does it make you smile or bring a sense of nostalgia? These are all things to consider and think about in planning your brand & how you want customers to remember your company. Do a Google Search to see unique and memorable signs from Europe and abroad. Want to stand out from all of your US competitors…your sign may be the way to do it!
Let Vital Signs Help!
Ready to re-evaluate your sign or update your branding…we can help! If you are looking for a way to set your business apart and would like the perfect, memorable sign to do it, give us a call. Our design team is happy to assist. Let’s brainstorm the possibilities!
There are a multitude of details to consider when deciding to start a business. If the business is a franchise, then the chances are that a logo has already been designed and established as a brand. But what if you are starting from scratch? There are details to consider when designing the logo for your new business. Among the details are the color choices that will be used for your new logo/brand.
It’s All About Perception
ColorDoesEffectEmotion
With 80% of our human experience filtered through our eyes, visual cues are vital to successfully getting a message across. More than the text or shape, the color a brand chooses is its calling card. Color is a signifier, one that commands our attention, and enables companies to establish a brand identity that can become larger than life. It’s crucial when making color decisions for your brand or product to consider how your shade will broadcast the image of the company. As each color has its own message and meaning, the more you learn about this critical design element, the more you will be able to leverage its powerful effects.
I
In an appropriately titled study called Impact of Color in Marketing, researchers found that up to 90% of snap judgements made about products can be based on color alone (depending upon the product). And in regards to the role that color plays in branding, results from studies such as The Interactive Effects of Colors show that the relationship between brands and color hinges on the perceived appropriateness of the color being used for the particular brand (in other words, does the color “fit” what is being sold).
There have been various studies through the years looking at the color preferences of men and women and whether there was a difference. More recently, Radeloff (1990) has found that women were more likely to have a favorite color. In expressing the preferences for light versus dark colors, there was no significant differences between men and women; however, in expressing the preference for bright and soft colors, there was a difference, with women preferring soft colors and men preferring bright ones.
Color And Sign Design
So does color play a part in the design of your signs? You bet. Your logo design should consider the impact that color will make and after being designed, should be carried out throughout all of your branding collateral, including of course, your signage and graphics applications. A great example of where color has had a huge impact on brand and brand impact, is Tiffany and Co. There is not a female who doesn’t recognize a box with Tiffany’s iconic blue color. The robin’s egg blue was created for Tiffany’s in 1845. Tiffany’s is a great example of how color can be closely connected to a logo and brand.
How Can We Help You?
Are you designing or re-designing a new logo or updating your branding? Do you need some help choosing impactful color choices that will ensure that your brand gets noticed? Our design team is ready and waiting for your call. Vital Signs specializes in gettings your signs noticed. Our many years of experience will ensure that your brand offers bold color and impact.
Don’t Forget That We Now Have COVID Graphics for any necessary Covid messaging!
Recent Comments