Ba 0689 How To Design Big Signs

Before&After
BAmagazine.com
How to design
Big signs
i U X
The Largest Rays

The manta ray (Manta birostris)
is the largest species of the
rays. It ranges throughout
tropical waters of the world,
typically around coral reefs.
Mantas display curiosity
around humans and swim
among divers. Mantas breach
the surface and launch
into the air. Mantas feed on
plankton, fish larvae and the
like, filtered from the water
passing through their gills as
they swim. | Wikipedia
The key to designing big

is to think small.
Continued
Manta rays frequent cleaning stations where

small fish such as wrasse, remora (above),
and angelfish swim in the mantas gills and
over its skin to feed, in the process cleaning
it of parasites and dead tissue.
Continued
How to design big signs 0689
Before&After
i U X
BAmagazine.com
How to design big signs

Whether trade-show banners, billboards, wayfinding signs or wall
posters, the key to designing big is to think small.
Dark ceiling, white walls
Bright lights
Background signs
Finally, consistent sound quality

at any volume
Audyssey Dynamic EQ. Big sound, quietly.

Come check it out in Booth 12
Big signs are everywherealong freeways,

on storefronts, at trade shows, in museums
but no matter how big they are, they have a
paradox in common: at normal viewing distance, they appear small. The key to good
design, therefore, is to treat a big sign the same
as a tiny oneone image, few words, simple
typefaces, no overlaps (because you need clear
silhouettes)and keep it simple, because its
often surrounded by clutter.
Heres how that works:
Faces
Different colors
Foreground signs
Products
Before Your sign looked good when it was alone on your computer (upper left),
but hanging from the trade-show rafters (above), its finely tuned details disappear
in the visual noise. And note how small it seems! This design has too many words,
colors, overlaps and general complexity to withstand such a busy environment.
2 of 16
Before&After
BAmagazine.com
3 of 16
i U X
Edit your message
Edit your message to its essential minimum, and think white spacein a busy
room you need to clear a stage so your message can be seen.
Big sound,
quietly.
audyssey dynamic eq
After What a difference! Its the same photoeven the same

sizebut with few words in simple typefaces and colors, its now
clearly visible above the trade-show floor! Hoist this banner to the
rafters (right), and customers will head your way!
Whats interesting is that despite its large size, this is the same
technique youd use to design a tiny sign.
Several things are going on:
1) The biggest element is the white, which contrasts sharply with
the dark ceiling and creates a stage for the message.
2) Her face is more visible and natural-looking because it flows into
the white background. Before, it was boxed by black.
3) The short phrase is in bold, simple lettering thats actually big.
4) Black and red are the most powerful colors, and on white they
can be seen clearly.
3 of 16
Before&After
BAmagazine.com
4 of 16
i U X
Start with a short headline
One to three words are ideal. The fewer words you use, the bigger they can be,
and the more easily they can be read and understood at a glance.
Seeing spots! What

makes a leopard special.
Leopard
Leopard
Quick! What does the sign say? The one-word sign on the
right is instantly readable, while on the left, two sentences, even
short, tight ones like these, require a longer, harder look and can
be read comfortably only at close range. On a freeway billboard,
a long look is not even possible. Think short and simple.
4 of 16
Before&After
BAmagazine.com
5 of 16
i U X
Add a clear image
A clear image is a familiar object with little detail and a distinctive silhouette.
Not these:
These:
Leopard
Leopard
Natural silhouettes
Leopard
Quick! Whats on the sign? (Above) The

leopard on the left in its natural environment
is difficult to see, while the leopard on the
right is clear. In this case, the silhouette was
created artificially by masking, but many images have natural silhouettes (left). The clearest
have no background at all, and high contrast.
5 of 16
Before&After
BAmagazine.com
6 of 16
i U X
Design for close-up reading
Most big signs will also be seen up close. For this distance, add a detailed
reading level; it can include smaller type and more complex graphics.
Design your small material much like youd

design a small page. How small? To be read
comfortably about three feet away, well typically set our text between 48 and 60 points.
Its a good idea to print full-size test pages
at least the text portionsand read
them while standing up.
Detailed Up close, the viewer has space and time to see

the leopard in its natural environment (left). Even at this
range, however, think minimum. Note that Africa has been
simplified to a silhouette and colored to recede.
6 of 16
Before&After
BAmagazine.com
7 of 16
i U X
Establish a look
A series of signsin a museum, for examplelook best

when they look alike. Pay attention to size relationships.
The eagle sign is different

from the leopard in shape and
size, but the components are the
samesingle-word head, same
typeface, same colors, same
small detail, same clear silhouette. Key is to retain the size
relationshipsBIG headline, BIG
silhouette, small detail, always
in similar amounts (below); if
the detail starts getting big or
the image and head smaller, the
look will change enough that the
sense of a series will disappear.
The size relationships dont have
to be physically identical, but
they must feel the same.
Repetitive detail Note on both signs that the detail consists of photo
circle, map silhouette and color, and that they overlap. Relative positions are
different, but the look is the same. This is key; dont change it arbitrarily.
7 of 16
Before&After
BAmagazine.com
8 of 16
i U X
Informational signs
Informational signs are for up-close reading,

not for attention-getting, and can be designed
p
retty much like oversized pages.
White and dark text can both be

read against the mid-blue background, which yields pleasing
differentiation and depth.
Smoke-free
campus
Smoking is not permitted
inside or on the grounds of any
Kaiser Permanente facility
Need help quitting?
Call (916) 746-4369
The Largest Rays

Super-size wall display (right) consists of a high-resolution photo and two

short blocks of 90- and 75-pt text, sized
to be read comfortably from three to 10
feet away. Ultra-light headline style proclaims Manta without overpowering
the design. Underside view of the manta
is ideal here, because the viewer is literally looking up. Note that the design
resembles a magazine page.

One typeface, one

color (white), aligned
left, neatly links the
two colored fields.
8 of 16
Before&After
BAmagazine.com
9 of 16
i U X
Sales signs
Sales signsthe kind youd see at the mall

get attention and sell at the same time. Most
are seen mid-distance and close-up.
Design for your audience

Type atop a photo is not generally
a good idea,* but here it conveys a
fashion-magazine look thats immediately familiar to its audience. Futura
Bold type is unusually simple, which
minimizes the busy-ness. Bottom white
panel clears the stage so effectively
that the store name in its ultra-light
logotype is easily visible without resorting to a bigger size or image-busting
heavier weight or all caps.
*Type and photo will conflict where

overlapping shapes and spaces have
similar size, width, color
and value, as they do
in the inset. Type
thats much different
from its background
works better.
Shapely sign works

at all but the farthest
distances because fork,
salad, typeface and
c
olors are simple and
do not overlap. Every
element conveys light
weightthe tall, thin
fork, the thin type, the
white background (light
and minimal) and the
faintly hourglass shape.
Great sign for a foodcourt diner.
ann livingstone
at p o in t w e s t
9 of 16
Before&After
BAmagazine.com
10 of 16
i U X
Announcement signs
Announcement signs are designed for quick, brief attention and are
usually seen at mid-distance and up close.
cash
for
books
December 1317
MondayFriday
9 a.m.5 p.m.
Installer
Training
Become an Audyssey EQ Certified Installer
Audyssey will host demos and training sessions for Installers
throughout CEDIA EXPO 2010. These sessions are free and
will be held on a walk-in basis each day from 8 a.m. to 6 p.m.
in the Red Light Room at the Curtis Hotel less than 5 minutes
by foot from the EXPO. Appointments are not necessary for
CEDIA EXPO attendees.
Hornet Bookstore. Come early. Student ID required.
3 x 412 sign is suitable for floor or easel,

ideal at a conference.
Big headline announces
the session, and the
photo is functional,
wordlessly conveying
that the training is for
home (not pro) audio.
Signs can seem plain.
If you have the urge to
angle your type (below),
resist; it usually looks
contrived, and on a
page that you cant turn
in your hand, its not
easy to read.
Focus on the headline You wont miss this sign

at the student bookstore! Key are the three bold
words in industrial-strength type, big and densely
packed. Analogous orange-yellow color range
softens the look; for more intensity, use red (left).
The photo is a decorative option.
10 of 16
Before&After
BAmagazine.com
11 of 16
i U X
Wayfinding signs
Wayfinding is about giving direction; it includes everything from

billboard-size highway signs to the hotel arrow pointing to the lobby.
Think distance.
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Normal
spacing is
too tight.
Wine Tasting
Wine Tasting
Indoor signs must be read

easily but can be more decorative;
here, the funky typeface reflects
its surroundings. Space normally.
Highway signs are huge, but the type must be set as though it were tiny, because at a
long distance, it is tiny! Key here is to use a simple, clear typeface and spread it outas
far as 200% of its normal letterspacingwhich adds enough air between letters to easily
distinguish one from the next (below).
Wine Tasting
Wine Tasting
Sidewalk Caf
Wine Tasting
11 of 16
Before&After
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12 of 16
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Before & After magazine

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After is dedicated to making graphic design understandable, useful and even fun for everyone.
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Before&After
How to design
Big signs
The key to designing big
is to think small.
Before&After
The Largest Rays

BAmagazine.com

Bright lights
Foreground signs
i U X
i U X
Products
Background signs
BAmagazine.com
Continued
Different colors
Dark ceiling, white walls
Whether trade-show banners, billboards, waynding signs or wall

posters, the key to designing big is to think small.
Finally, consistent sound quality

at any volume
Come check it out in Booth 12
Audyssey Dynamic EQ. Big sound, quietly.
Faces
2 of 16
0689
0689
Before Your sign looked good when it was alone on your computer (upper left),
but hanging from the trade-show rafters (above), its nely tuned details disappear
in the visual noise. And note how small it seems! This design has too many words,
colors, overlaps and general complexity to withstand such a busy environment.
1 of 8
Before&After | www.bamagazine.com
Big signs are everywhere along freeways,

on storefronts, at trade shows, in museums
but no matter how big they are, they have a
paradox in common: at normal viewing distance, they appear small. The key to good
design, therefore, is to treat a big sign the same
as a tiny one one image, few words, simple
typefaces, no overlaps (because you need clear
silhouettes) and keep it simple, because its
often surrounded by clutter.
Heres how that works:
0689 How to design big signs
Before&After
Edit your message
3 of 16
4 of 16
3 of 16
BAmagazine.com
i U X
i U X
BAmagazine.com
Edit your message to its essential minimum, and think white space in a busy
room you need to clear a stage so your message can be seen.
Big sound,
quietly.
AUDYSSEY DYNAMIC EQ
After What a difference! Its the same photo even the same
size but with few words in simple typefaces and colors, its now
clearly visible above the trade-show oor! Hoist this banner to the
rafters (right), and customers will head your way!
Whats interesting is that despite its large size, this is the same
technique youd use to design a tiny sign.
Several things are going on:
1) The biggest element is the white, which contrasts sharply with
the dark ceiling and creates a stage for the message.
2) Her face is more visible and natural-looking because it ows into
the white background. Before, it was boxed by black.
3) The short phrase is in bold, simple lettering thats actually big.
4) Black and red are the most powerful colors, and on white they
can be seen clearly.
Before&After
Start with a short headline
Leopard
4 of 16
0689
How to design signs

0689
How to design bigbig signs0689
Leopard
One to three words are ideal. The fewer words you use, the bigger they can be,
and the more easily they can be read and understood at a glance.
Seeing spots! What

makes a leopard special.
2 of 8
Quick! What does the sign say? The one-word sign on the
right is instantly readable, while on the left, two sentences, even
short, tight ones like these, require a longer, harder look and can
be read comfortably only at close range. On a freeway billboard,
a long look is not even possible. Think short and simple.
Add a clear image
5 of 16
Leopard
5 of 16
6 of 16
BAmagazine.com
i U X
i U X
0689
How to design signs

0689
Detailed Up close, the viewer has space and time to see

the leopard in its natural environment (left). Even at this
range, however, think minimum. Note that Africa has been
simplied to a silhouette and colored to recede.
BAmagazine.com
Leopard
A clear image is a familiar object with little detail and a distinctive silhouette.
These:
Before&After
Not these:
Leopard
6 of 16
Quick! Whats on the sign? (Above) The

leopard on the left in its natural environment
is difcult to see, while the leopard on the
right is clear. In this case, the silhouette was
created articially by masking, but many images have natural silhouettes (left). The clearest
have no background at all, and high contrast.
Natural silhouettes
Before&After
Design for close-up reading
3 of 8
Most big signs will also be seen up close. For this distance, add a detailed
reading level; it can include smaller type and more complex graphics.
Design your small material much like youd

design a small page. How small? To be read
comfortably about three feet away, well typically set our text between 48 and 60 points.
Its a good idea to print full-size test pages
at least the text portions and read
them while standing up.
Before&After
Establish a look
7 of 16
A series of signs in a museum, for example look best

when they look alike. Pay attention to size relationships.
8 of 16

8 of 16
BAmagazine.com
i U X
i U X
BAmagazine.com
0689
How to design signs

0689

The Largest Rays
7 of 16
Repetitive detail Note on both signs that the detail consists of photo
circle, map silhouette and color, and that they overlap. Relative positions are
different, but the look is the same. This is key; dont change it arbitrarily.
The eagle sign is different

from the leopard in shape and
size, but the components are the
same single-word head, same
typeface, same colors, same
small detail, same clear silhouette. Key is to retain the size
relationships BIG headline, BIG
silhouette, small detail, always
in similar amounts (below); if
the detail starts getting big or
the image and head smaller, the
look will change enough that the
sense of a series will disappear.
The size relationships dont have
to be physically identical, but
they must feel the same.
Before&After
Informational signs
4 of 8
Super-size wall display (right) consists of a high-resolution photo and two

short blocks of 90- and 75-pt text, sized
to be read comfortably from three to 10
feet away. Ultra-light headline style proclaims Manta without overpowering
the design. Underside view of the manta
is ideal here, because the viewer is literally looking up. Note that the design
resembles a magazine page.
White and dark text can both be

read against the mid-blue background, which yields pleasing
differentiation and depth.
Informational signs are for up-close reading,

not for attention-getting, and can be designed
pretty much like oversized pages.
Smoke-free
campus
Need help quitting?
Call (916) 746-4369
One typeface, one

color (white), aligned
left, neatly links the
two colored elds.
Before&After
Sales signs
9 of 16
Sales signs the kind youd see at the mall

get attention and sell at the same time. Most
are seen mid-distance and close-up.
Design for your audience

Type atop a photo is not generally
a good idea,* but here it conveys a
fashion-magazine look thats immediately familiar to its audience. Futura
Bold type is unusually simple, which
minimizes the busy-ness. Bottom white
panel clears the stage so effectively
that the store name in its ultra-light
logotype is easily visible without resorting to a bigger size or image-busting
heavier weight or all caps.
10 of 16
at p o in t w e s t
ann livingstone
*Type and photo will conict where

overlapping shapes and spaces have
similar size, width, color
and value, as they do
in the inset. Type
thats much different
from its background
works better.
Before&After
Announcement signs
9 of 16
BAmagazine.com
i U X
Shapely sign works

at all but the farthest
distances because fork,
salad, typeface and
colors are simple and
do not overlap. Every
element conveys light
weight the tall, thin
fork, the thin type, the
white background (light
and minimal) and the
faintly hourglass shape.
Great sign for a foodcourt diner.
i U X
0689
3 x 412 sign is suitable for oor or easel,

ideal at a conference.
Big headline announces
the session, and the
photo is functional,
wordlessly conveying
that the training is for
home (not pro) audio.
Signs can seem plain.
If you have the urge to
angle your type (below),
resist; it usually looks
contrived, and on a
page that you cant turn
in your hand, its not
easy to read.
BAmagazine.com

10 of 16
How to design signs

0689

Installer
Training
Announcement signs are designed for quick, brief attention and are
usually seen at mid-distance and up close.
ann livingstone
at p o in t w e s t
December 1317
MondayFriday
9 a.m.5 p.m.
cash
for
books
5 of 8
Focus on the headline You wont miss this sign

at the student bookstore! Key are the three bold
words in industrial-strength type, big and densely
packed. Analogous orange-yellow color range
softens the look; for more intensity, use red (left).
The photo is a decorative option.
Waynding signs
11 of 16
Waynding is about giving direction; it includes everything from

billboard-size highway signs to the hotel arrow pointing to the lobby.
Think distance.
Wine Tasting
December 1317
MondayFriday
9 a.m.5 p.m.
Related articles
9 (9570194)
8 (5820614)
7 (9672154)
6 (10907799)
5 (10621663)
Images
4 FF OT DIN Bold
3 Gotham Ultra
2 Univers Black
1 Century Old Style
Typefaces
Wine Tasting
12 of 16
11
10
12
12 of 16
0668 | 0662 | 0659 | 0649 | 0641 | 0631

0629
6 of 8
11 of 16
Highway signs are huge, but the type must be set as though it were tiny, because at a
long distance, it is tiny! Key here is to use a simple, clear typeface and spread it out as
far as 200% of its normal letterspacing which adds enough air between letters to easily
distinguish one from the next (below).
cash
for
books
Article resources
Wine Tasting
Before&After
Normal
spacing is
too tight.
Wine Tasting
Wine Tasting
Before&After
2
1
13
15
14
12
BAmagazine.com
i U X
Beach Access
Elevators
Lobby
Tiki Bar
Lounge
Sidewalk Caf
0689
Indoor signs must be read

easily but can be more decorative;
here, the funky typeface reects
its surroundings. Space normally.
Sidewalk Caf
i U X
BAmagazine.com
Colors
10 C0 M3 Y12 K3
11 C30 M10 Y50 K70
12 C0 M0 Y0 K30
13 C0 M80 Y100 K0
14 C4 M67 Y100 K0
15 C0 M38 Y100 K0
How to design signs

0689
5
1
1
1
2
4

13 of 16
1
1
2
10
3
12
10
11
13
3
Typefaces
1 Helvetica Neue Extended
2 Myriad Pro Roman
3 Interstate Bold
4 Interstate Regular
Images
14 of 16
13 of 16
5 (Photo courtesy of Jim Merk

www.audyssey.com)
Images: iStockphoto
7 (9227413)
6 (9387901)
Typefaces
1 Futura Bold
2 OL Round Gothic Light
3 Interstate Thin
4 Copperplate Light
Images
5 (9120960)
6 (842279)
7 of 8
14 of 16

The Largest Rays
Article resources
Need help quitting?

Call (916) 746-4369
11 12 13

Smoke-free
campus
Before&After
Before&After
Article resources
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10 11
ann livingstone
7
BAmagazine.com
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C12 M93 Y0 K0
Colors
10 C10 M34 Y73 K0

11 C0 M84 Y74 K0
12 C69 M3 Y100 K0
13 C0 M0 Y0 K100
0689
How to design signs

0689
1
9
10
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12
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Elevators
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Lounge
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How to design signs

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Before&After

The Largest Rays

The key to designing big

Manta rays frequent cleaning stations where

How to design big signs 0689

How to design big signs

Finally, consistent sound quality

Audyssey Dynamic EQ. Big sound, quietly.

Big signs are everywherealong freeways,

How to design big signs 0689

How to design big signs

Edit your message

After What a difference! Its the same photoeven the same

How to design big signs 0689

How to design big signs

Start with a short headline

Seeing spots! What

How to design big signs 0689

How to design big signs

Add a clear image

Quick! Whats on the sign? (Above) The

How to design big signs 0689

How to design big signs

Design for close-up reading

Design your small material much like youd

Detailed Up close, the viewer has space and time to see

How to design big signs 0689

How to design big signs

A series of signsin a museum, for examplelook best

The eagle sign is different

How to design big signs 0689

How to design big signs

Informational signs are for up-close reading,

White and dark text can both be

The Largest Rays

Super-size wall display (right) consists of a high-resolution photo and two

Manta rays frequent cleaning stations where

One typeface, one

How to design big signs 0689

How to design big signs

Sales signsthe kind youd see at the mall

Design for your audience

*Type and photo will conflict where

Shapely sign works

How to design big signs 0689

How to design big signs

Hornet Bookstore. Come early. Student ID required.

3 x 412 sign is suitable for floor or easel,

Focus on the headline You wont miss this sign

How to design big signs 0689

How to design big signs

Wayfinding is about giving direction; it includes everything from

Indoor signs must be read

How to design big signs 0689

How to design big signs

1 Century Old Style

11 C30 M10 Y50 K70

0668 | 0662 | 0659 | 0649 | 0641 | 0631

Hornet Bookstore. Come early. Student ID required.

How to design big signs 0689

How to design big signs

The manta ray (Manta birostris)

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