7 Common Signage Mistakes That Cost You Customers

Effective Business Sign Design Strategies That Increase Visibility and Drive Foot Traffic

At Pegasus Signs & Printing, we’ve spent over two decades helping businesses throughout the region transform their visibility through effective signage solutions. During this time, we’ve seen firsthand how the right sign can dramatically impact a business’s success—and how easily companies can undermine their potential with common design and placement errors. Our team combines decades of design expertise with in-depth knowledge of local signage regulations to create custom solutions that maximize visibility while complying with all requirements. What sets Pegasus apart is our consultative approach, where we don’t just take orders—we partner with you to understand your brand, audience, and specific goals to ensure your signage delivers measurable results. We’re passionate about helping local businesses thrive through effective visual communication, and our longstanding relationships with clients across various industries speak to our commitment to exceptional quality and service. Whether you’re launching a new location or refreshing your existing signage, our team is dedicated to helping you avoid costly mistakes and create signage that works as hard as you do.

Design Mistakes That Undermine Your Signage Investment

The visual elements of your sign determine whether it captures attention or fades into the background:

Poor Contrast and Readability Issues

Contrast is the foundation of visibility, yet it’s frequently overlooked:

A recent study by the Sign Research Foundation found that signs with high contrast between text and background colors are read up to 40% faster and from greater distances. This difference is magnified for drivers, who typically have less than 8 seconds to notice, read, and comprehend your sign.

Common contrast mistakes include using colors that are too similar in brightness (like medium blue text on medium green) or combinations that vibrate visually (like red text on blue backgrounds). These choices significantly reduce readability, especially from a distance or in poor lighting conditions.

For maximum impact, maintain strong contrast between your text and background. Black on white or yellow provides the highest readability, followed by black on yellow and white on blue. Consider how your sign will appear in various lighting conditions and weather situations, particularly important in our area where intense summer sun can wash out certain color combinations.

Cluttered Design and Information Overload

In signage, less is almost always more effective:

The average motorist will only spend 3-5 seconds looking at your sign while driving by. Attempting to convey too much information guarantees that none of your message will be retained. Aim for 7 words or fewer for optimal roadside comprehension.

We frequently see businesses trying to include every service, product, or selling point on a single sign. Instead, prioritize your most important message—typically your business name and primary benefit or category. Secondary information should be limited to critical details like your phone number or website.

Resist the temptation to fill every available space on your sign. Strategic use of negative space (blank areas) actually increases visibility and comprehension by giving the viewer’s eye a place to rest and helping important elements stand out.

Placement and Installation Errors That Limit Effectiveness

Even the best-designed sign will fail if poorly positioned:

Improper Sizing and Viewing Distance Miscalculations

Size requirements are directly related to viewing distance and speed:

For every 10 feet of viewing distance, text should be at least 1 inch tall for optimal readability. This means a sign intended to be read from 60 feet away needs letters at least 6 inches tall. For businesses along major thoroughfares like Highway 60 or Interstate 75, where viewers are traveling at higher speeds, even larger lettering is necessary.

Many businesses underestimate their viewing distance or fail to consider the average speed of passing traffic, resulting in signs that are too small to be effective. Our site assessments include detailed distance and visibility calculations to ensure your sign is properly sized for its specific location.

Remember that dimensional signs (those with raised letters or elements) typically need to be larger than flat signs to achieve the same readability from a distance. This is particularly important for monument signs at property entrances, where undersized text is a common mistake.

Environmental Obstructions and Visibility Barriers

Your sign’s environment can significantly impact its effectiveness:

Trees, utility poles, traffic signals, and even other businesses’ signs can obstruct visibility if not considered during placement planning. We frequently conduct site surveys that include approaching from all directions to identify potential obstructions that might be overlooked.

Lighting conditions vary dramatically throughout the day and seasons. A sign that’s perfectly visible during summer daylight hours might be completely obscured during winter evenings. Consider how changing light conditions affect visibility, especially in our region where early winter sunsets can leave signs in darkness during peak commuting hours.

Weather factors also impact visibility. Heavy rain, snow, or fog can significantly reduce the distance from which your sign can be read. This makes high-contrast design and proper lighting even more critical for maintaining visibility in adverse conditions.

Material Selection and Maintenance Oversights

The longevity and performance of your sign depend heavily on material choices:

Inappropriate Materials for Local Weather Conditions

Different materials perform differently under various environmental conditions:

In our region’s variable climate, where summer temperatures can exceed 90°F and winter can bring freezing conditions, material selection is crucial. Acrylic signs may crack or become brittle in extreme temperature fluctuations, while certain vinyl products can fade quickly with prolonged UV exposure.

For exterior signage, consider materials specifically rated for outdoor use and UV resistance. High-quality aluminum, composite materials, and properly treated MDO plywood offer excellent durability for monument and building-mounted signs. For temporary banners or seasonal displays, 13-18oz vinyl provides the best balance of durability and cost-effectiveness.

Digital elements require special consideration, as LCD displays can overheat in direct sunlight and may become unreadable due to glare. LED solutions typically offer better visibility and durability in our climate, though they represent a higher initial investment.

Neglecting Maintenance Requirements

Even the highest-quality sign will deteriorate without proper maintenance:

Establish a regular inspection and maintenance schedule for all exterior signage. Check for burned-out bulbs, fading colors, loose fasteners, or weather damage at least quarterly. This proactive approach prevents minor issues from becoming major problems—or worse, creating a negative impression of your business.

For illuminated signs, clean light covers regularly to maintain brightness, as dust and debris can reduce light output by up to 30% over time. This is particularly important for businesses in high-traffic areas where vehicle emissions can create a film on sign surfaces.

Keep landscaping trimmed away from ground-level signs, as overgrowth can quickly obscure visibility. This simple maintenance step is frequently overlooked, especially during spring and summer when vegetation grows more rapidly.

Partner with Pegasus Signs & Printing for Signage That Works

Don’t let common signage mistakes undermine your business visibility and marketing effectiveness. At Pegasus Signs & Printing, we guide you through every step of the process to ensure your signage investment delivers maximum returns.

Contact us today to schedule a complimentary signage assessment. Our experts will evaluate your current signage effectiveness, identify improvement opportunities, and provide recommendations tailored to your specific business goals and location. Let’s create signage that captures attention, communicates clearly, and converts viewers into customers!