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Design Clinic: Freestanding sign for a nursery

By Bob Behounek

Posted on Saturday, August 27th, 2016

Now the name is in a negative (white on red) and the product in a positive (black on white). At a quick glance, our eye is going to see the product just a bit quicker than the owner’s name, but nonetheless both should be understood together if time permits.

The rest of the copy on this advertisement is secondary at best. I’m assuming that it is important for folks to understand where this business is, judging by the arrow. Maybe it’s down a driveway or you have to turn between two buildings. Here is an opportunity to wrap that arrow around the geometric red shape and swing it to the right, guiding our eye flow right into our product, too.

I’m sure the information telling us that they are growers and brokers can take a backseat to delivery available. Using contrasting type here on these statements will help our eyes separate these messages more easily.


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Bob Behounek

Bob Behounek has spent over 40 years as a sign artist and pinstriper in the Chicago, Illinois, area.