06 Mar Sign language – Create effective signage for your business or event

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No matter your message, to get it out in the public eye you’ll need effective signage. Whether you’re planning an event, designing building signage, or creating wayfinding systems, getting it right can make all the difference to getting your message across, or getting your clients lost.

You can put your compass away however, as the team at TGM Creative share some insights from their experience and point you in the right direction and help you navigate your way to planning effective signage.

Some quick do’s and don’ts for effective signage

Do: prioritise clarity and legibility. One of the golden rules of signage is to keep it simple. Your audience should be able to grasp the information at a glance. Limit the amount of different fonts used and ensure there’s a strong contrast between the text and background. Trust me, nothing beats the clarity of a well-designed sign.

Do: understand colour theory. Be aware that colour combinations will make or break your signage. Certain colours such as red text on green or vice versa will cause the eye to see a shimmer effect and make it very difficult to read. High contrast is best and also consider people with limited colour vision, where they will find two colours of similar shades or tones hard to tell apart.

Don’t: overload with information. Avoid the temptation to cram too much information onto your signs. Stick to the essentials and steer clear of overly complex designs. Remember, less is often more when it comes to effective communication. A web address or QR code on the sign is an easy way to point people to more detailed information, keeping your sign uncluttered and easily read.

Don’t: ignore transport laws. We’re not talking about bad driving here, advertising your business to people passing by in their cars comes with some legal considerations. See the section below about what you need to know when placing your signs near roads.

Ok, so you’ve nailed the design, but will it last?

Popular signage formats and materials

Getting the materials for your sign right will often be determined by the environment you are placing it in and the length of time it will be there. Kiwi’s know very well the damage the sun can do, so here’s a quick run down of common sign materials to ensure your message doesn’t fade away.

Vinyl. Vinyl is a versatile material that’s perfect for banners, window graphics, and vehicle wraps. It’s lightweight, cost-effective, and weather-resistant, making it suitable for both indoor and outdoor use. Vinyl can also be placed over vehicles and building windows with a one way view effect meaning you can still see out whilst your viewers can’t see in.

Aluminium. If you’re looking for durability, aluminium is your go-to material. It’s rust-proof and perfect for outdoor signs like road signs and shop fronts. While it comes with a higher initial cost, its longevity makes it a worthwhile investment.

Acrylic. Acrylic offers a sleek, modern look with its glass-like appearance. It’s often used for indoor signage such as office signs and point-of-sale displays. It comes in an assortment of colours, and can have Vinyl applied to it. Hard wearing and long lasting, acrylic can be cut to shape and handles human interaction well – think fingerprints or spilled food!

Corflute. For short-term signage needs, corflute is a great option. It’s commonly used for real estate signs and event boards. It’s very lightweight, easy to mount to a wall and easy to print on, but it’s less durable, especially in harsh weather conditions.

Printing techniques

Digital printing. Digital printing is fantastic for high-quality, detailed images. It’s ideal for small to medium-sized runs and offers quick turnaround times. Plus, many digital printing processes use eco-friendly inks and materials, which is a big win for sustainability. Digital printing would be our most common output technique.

Screen printing. When you need vibrant colours and durability, screen printing is the way to go. It’s best for large quantities and outdoor signage. While the initial setup cost is higher, it becomes more economical for larger print runs.

Transport laws and commercial signage near public roads

Now, let’s talk about the nitty-gritty of regulations. When placing commercial signage near public roads, there are specific rules to follow to ensure safety and compliance.

Placement and visibility. Your signs must be placed at a height and distance that ensures they are visible without obstructing the view of drivers. This helps prevent accidents and ensures that the signage is effective in capturing attention for the right reasons!

Font size and legibility. The font size for commercial signage must be large enough to be legible from a distance. For signs visible from roads, the minimum character height is typically 150mm for speeds up to 50 km/h and increases with higher speed limits. Stick to clear, sans-serif fonts to ensure readability.

Reflective materials. Commercial signs near public roads should not use highly reflective materials that could cause glare and distract drivers. Reflective materials are generally reserved for official road signs to ensure they stand out. So sorry, the company disco ball is going to have to stay in the stationary cupboard for another year.

Content and design. Avoid elements that could distract drivers, such as flashing lights or overly bright colour contrasts, then of course there’s public decency to consider too, just apply the basic rule, would you show that sign to your mum? – Works every time. Signs must adhere to the standards set out in the Land Transport Rule: Traffic Control Devices 2004, you can find that document here.

Signage systems for your event

Essential components of event signage

From our experience, event signage is all about creating a seamless and engaging experience for attendees. Here are the components that we consider as essential:

Welcome and entry signs. First impressions matter. These signs set the tone for your event and should be visually striking, prominently displaying the event name, date, and any relevant branding elements.

Directional signage. Clear and well-placed directional signage helps attendees move through the venue effortlessly, reducing confusion and frustration. This includes wayfinding signs, session boards, and floor graphics and maps. Don’t forget to think about the crowds, placing your directional signage higher up will allow most people to be able to see it over the masses.

Informational signage. Informational signs convey essential information such as schedules, speaker names, and session times. Place them near breakout areas and other key locations to keep attendees informed. If schedules are likely to change, think about using an acrylic sign that you can write on and wipe off.

Interactive and digital signage. Interactive signage, such as digital screens and QR codes, can enhance the attendee experience by encouraging engagement and providing dynamic content. Digital signage has come a long way, no longer relegated to heavy screens you can have thin digital walls behind your stand or even digital plinths – best of all the designs can easily be changed unlike printed signs.

Regulatory signs. Ah yes, let’s not forget the important stuff! Regulatory signs inform visitors of specific rules, such as “No Parking” or “Emergency Exit” signs. They should be clear and comply with relevant health and safety standards.

Consistent visual language. I know, we’ve said it before but as designers we’ve all seen a cornucopia of ill planned designs and very confused event attendees.  Consistent fonts, colours, and iconography contribute to an easily recognisable system that users can follow with minimal thought.

So whether it’s applying your brand to your vehicle, getting your message out on the streets ,or designing your next public event, we hope we have given you some great starting points when it comes to planning your signage.

We can’t wait to see your name in lights!