Updated 7 October 2026
A good sign communicates quickly in its actual location. Start with the reader, viewing distance and conditions before choosing the artwork.
Prioritise the message
Decide whether the sign identifies the business, gives directions or promotes an offer. Use a short message and a clear reading order. Avoid turning a roadside sign into a service catalogue.
Test the view
Photograph the location and check distance, angle, lighting and competing visual clutter. Review type size and contrast at a realistic scale. Consider glare and whether the sign must work after dark.
Plan production and permission
Choose materials for the surface, exposure and expected life. Include installation and maintenance in the budget. Confirm property-owner approval and relevant local sign requirements before ordering.
Your next move
Bring location photographs and measurements to the brief. ITG can help choose a layout and production approach that suits the setting.
About the Author
Tina Kempling, the Lean Green Team Leader at Imagine That with over 35 years of experience in the print industry, newspaper and magazine advertising.
As an industry-certified designer since 1991, Tina knows her stuff when it comes to marketing vision. But what sets her apart is her understanding of advertising and marketing in today’s digital and print market. She can help companies tap into the incredible marketing power in new and creative ways. Ready to take your marketing game to the next level? Give Tina a shout!