Bratti Tips: 8 Secrets for Signage That Truly Impresses

Signage is created to accomplish three core goals:

To sell. To inform. And to guide.

Whether you manage a large resort, a boutique hotel, a commercial property or a local business, your signage and graphic communication should work for your business — not simply decorate it.

This article outlines 8 essential principles to help you evaluate whether your current signage is performing effectively — or to understand why your brand visibility might feel like it’s “stuck”.

1. Apply the “7-Word Rule.”

The human eye can clearly process about seven words at a time. If your signage tries to say too much, the message becomes diluted and harder to remember.

Tip: Keep it short, clean and intentional. The fewer the words, the greater the impact.

2. Choose the Right Letter Size

If your message isn’t getting across quickly, there’s a good chance the letter size is incorrect.Signage must be readable from the distance at which it will be seen. If letters are too small, the viewer strains; too large, and the composition loses balance.

Tip: Determine the primary viewing distance (e.g., street, lobby, hallway) and adjust the letter height accordingly. As a rule of thumb: The greater the viewing distance, the taller the lettering needs to be.

3. Lead the Eye with Visual Hierarchy

Think of the classic example: “FREE BEER!” The most important message should be the one the viewer notices first  instantly. By using different letter sizes, weights and spacing, you guide the eye to the key point of your communication, and let secondary information support it without competing.

Tip: Let your primary message be readable from a distance. Everything else should play a supporting role, reinforcing the main idea rather than distracting from it.

4. Use Color and Typography with Restraint

Color and type choices can add personality and visual interest but too many can create distraction and visual noise. Aim for a clean, intentional design: typically one or two typefaces and a maximum of three colors that align with your brand identity.

Tip: Prioritize harmony. Choose color and typography that serve the purpose of the sign to communicate clearly not to compete for attention.

5. Don’t Overlook Alignment

The placement of text and graphics directly affects the balance and visual flow of the sign. Poor alignment can make even a well-designed sign look unpolished or confusing, while strong alignment creates clarity and professionalism.

Tip: Use clear visual alignment lines  either centered or left/right aligned — so the viewer’s eye moves naturally and effortlessly across the sign.

6. Use a Second Color to Boost Visibility.

Adding a second color can increase visibility by up to 75%.However, the second color should have a purpose: to emphasize key information, improve legibility, or create contrast. When used thoughtfully, it enhances clarity. When used randomly, it becomes visual clutter.

Tip: Apply the second color to support the primary message, not as decoration. Think contrast for communication, not just aesthetics.

7. Always Proofread Before Production.

Before your signage goes into fabrication, make sure someone has checked every word. A simple spelling or punctuation error can cost you both reputation and money and it’s far more expensive to fix after installation than before.

Tip: Share the final design with a fresh pair of eyes. Someone who hasn’t been involved in the process is more likely to spot small details that others overlook.

8. Tip: Prioritize readability. Avoid overly decorative or script-style fonts your sign must be easy to read first, and visually expressive second.

Final Note:

By applying these principles to your signage design, you’ll notice a significant improvement in the visibility and clarity of your business communication.

Remember: your signage is not just a label it is a language, a brand expression, and the “face” of your business.

If you need support with the design or production of your next sign, our team is here to help.