Don’t let secondary copy steal the show

You don’t have to look at too many of his signs or vehicles before you realize Braun Bleamer [Jet Signs, Palmerton, Pennsylvania] is a fan of “super, super clean layouts.” He uses contrast to keep the emphasis on the main message and tries to minimize the copy whenever possible.

Braun pushes customers to keep the copy to a minimum, especially on vehicles. It keeps the layout clean and makes it easier to read. “Often we get a customer who wants a list of a dozen services on the side of their truck,” he says. “I hate that because it really takes a lot of space away from the important message, which is who they are.

“It’s better to keep it simple and let people call you for the details. If people need something the business owner doesn’t do, he can just refer it away. He still wanted them on there, so I put them inside of a charcoal gray stripe that ran down the back of the truck. I didn’t think it would fly, but when he saw the drawing he understood why I wanted not to take any space away from his main message.