05/04/2025
GUIDELINES FOR EFFECTIVE ADVERTISING SIGNAGE.
BALANCED SPACE: Equal open space and copy. Copy can exceed open space by 10% or less but shouldn’t.
COLOR CONTRAST: Very important for legibility. Weight copy by importance using color.
COPY DIRECTION: Level copy is most desirable in most cases. Slanted copy should ascend upward for a positive message. In rare cases it may be necessary for copy to descend.
CASE SELECTION: Upper case is most emphatic in primary copy. Upper and lower case copy is more desirable in secondary copy and in longer messages of as a foil to other copy.
FONT SELECTION: It is very important to select fonts that are very easy to read at longer distances. Fonts should be carefully selected considering 1) The nature of the product 2) Gender and age of targeted reader if that applies, as well as the nature of the product or service presented.
ART & PHOTOS: Arty devices and photos are useful if they do not use space that is needed by copy. A nice picture or graphic is of no value if necessary, copy space is used that degrades the readability of the primary message.
MOST IMORTANT: The message!! Basic elements of the message are 1} Who you are. 2) What service, product or direction do you provide. 3) How can you be found or contacted? 4) Other pertinent information if necessary. 5)Remember, art and photos rob copy space.
