Good fundamental design assures possitve communication from your signage. That is the place were the value of your sign is realized. The value of effective signage is maximized by a business when the copy is easily read at the greatest possible distance. The design is the important piece, that is the part that communicates the message.

The up front cost of the sign is minimal when amortized over the long life of a sign. Signs give advertising value that far exceeds the price per viewing of other advertising media; direct mail, newspaper, radio and television. If you don’t believe this check out what the US Government Small Business Administration has to say about the importance of effective signs. Click Here.

My lifelong interest in the visual arts has taught me to be self critical and analytical of designs and layouts that have caught my eye. There have been volumes written about what makes a design appealing. I'm only going to add two cents worth from the perspective of a small sign business owner who has worked with many other businesses to develop effective images to market their enterprise.

Sign design elements are; content of message, the defined format, focus, contrast and last but not least color

Content of Message
This is the starting point. Say what you have to and leave it at that. It's much easier to read and remember a couple of ideas or information than telling the whole story. The next trick is to prioritize the copy and or the image(s) so the most important element can occupy the focal point in the format. Then in following the secondary copy can fit around the primary message.

Defining the format
This is the place where the choice is already made. The truck door, the van side, the window, the building all have specific height and width so the ideas needs to fit those parameters.

Focus
This part of the design is mostly dictated by contrasting values within the design. The biggest factor is the balance of the the negative area (the space that doesn't say anything) and the density of the message that it surrounds.

Contrast
This is the least understood design element. The fundamental concept is the balance of light against dark & bold against thin (line values) which through these varying these elements, a sense of foreground, middle ground & background can be evolved to create a three dimensional look on a two dimensional surface. It's an optical illusion but it truly makes the sign visually appealing and dimensionally believable. Maximizing viewer ship.

Color
All good designs need to stand on their own in black and white before any colors are considered. Contrast is the most important design element for readability. Colors are used to create emotion and dimensional effects through their contrasting values. This creates texture in the design. Colors can also convey feeling, example: red for emotion, green for the environment and so on. Color can enhance designs but color can never make a design. Color seems to get the most concern from people in discussing a design but the more important fundamental design element is contrast.