Design Clinic: A-frame sign

Organize the copy to deliver the primary message quickly

By Bob Behounek

Posted on Sunday, June 28th, 2020

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Sign, sign—everywhere a sign, as the song goes! On any daily journey, you are sure to be exposed to loads of sign-related messages from vendors trying to capture attention in every way possible. Lately, though, the more I pay attention to the signs I see, the more I get the impression that business owners think passersby have nothing better to do but look at and read everything that is presented to them.

Maybe some do, but most probably do not. The A-frame sidewalk sign in this example might captivate some of the sidewalk traffic and maybe some motorists cruising by. But these messages need to be clear and readable on all accounts, and we can make a few changes to strengthen that.

I guess that in some situations, signage like this serves as secondary advertisements. In other cases, though, it may be the only signage allowed.

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

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