His proposal, Better Bikeways, calls for a simple, cost-effective overhaul of bikeway signage instead of the pricer options of paving new routes or marking dedicated lanes on the streets.

Read the full story @ Designerati | Fast Company

A major mistake sign buyers make is allowing their “graphic designers” to play sign designers. Most graphic designers have little experience designing signs, and usually end up simply enlarging their print-ad designs.

The problem with this practice, is that print ads are intended to be read at a close distance, while standing still.

When all the gibberish on a typical, overly descriptive print ad gets enlarged, and printed onto a sign board, the IVD changes… but most graphic designers (desktop publishers) aren’t even aware of the IVD concept.

This explains why we often see illegible billboard signs displaying whole paragraphs of text and multiple bulleted items along roads with posted speed limits over 35 mph.

It is critical to decide where and how your sign will be used. More importantly, you need to focus. You need to pick the top three most urgent messages your sign needs to convey, and prioritize them.

Some common messages that should make the top of your list include your brand (logo, colors, slogan), your geography (city, street, web domain) and a call to action (“sale ends next week”, “mention this ad and save %10″, etc.).

Nobody has time to read all that other crap while driving by at highway speeds. They won’t even try. Worse, you’ve wasted all that space on tiny lettering at the expense of your core message (brand, location, call to action).

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