In the fast-paced business environment, where a sign often has only a few seconds to make an impact, visibility is a critical factor in standing out. This encompasses not just the frequency with which your signage is seen but also its size and clarity. Selecting the appropriate size of your sign or branding, along with clear and concise letters, is essential for catching the eye, conveying your message, and converting potential customers into actual ones.

The effectiveness of your sign largely depends on those fleeting moments when it grabs someone's attention, especially for those driving by, even at average speeds. In such scenarios, a bigger sign with easily readable text becomes significantly more effective, as it can be spotted and understood quickly from a greater distance. On the other hand, in areas with fewer cars and slower speeds, you might have more leeway to experiment with different sizes, lettering styles, and fonts. Ultimately, the ideal dimensions and right size for your company sign should be a balance of clarity, location, and its capacity to capture attention quickly, ensuring that it leaves a lasting impression in just a few seconds.

“Good signage can be responsible for up to half of a store's foot traffic. Different types of signage, such as monument, pole, and larger storefront signs, can drive sales increases of 9.3%, 15.6%, and 7.7%, respectively” - source

How Big Should Your Business Sign Be?

To determine effective business signage, a good guideline is to design your sign letter sizes that are at least one inch tall for every 10 feet of viewing distance for optimal reading clarity. For example, a typical store is set back from the main road, separated by a parking lot. If the average space from the roadside to your storefront is about 300 feet, then the letters and words should ideally be 30 inches tall.

Something else to consider is that maybe you’ll want a sign inside your building. If you decide that you want a ShieldCo to create an indoor piece for your building then the parameters will be different than one that goes outdoors. Most people or customers will likely see it rather up close so the size of the letters matter a little less and more attention can be paid to other details.

Line Height Visibility Chart

Line Height (Inches)
Distance for Readability Recommended (FT)
Maximum Readability Distance (FT)

3
30
100

4
40
133

6
60
200

8
80
267

9
90
300

10
100
333

12
120
400

15
150
500

18
180
600

25
250
833

30
300
1000

36
360
1200

42
420
1400

50
500
1667

60
600
2000

In this chart, the "Distance for Readability Recommended" column is calculated based on the guideline that for optimal reading clarity, the letter height should be 1-inch height for every 10 feet of viewing distance. The "Maximum Readability Distance" is approximately 33.3 times the line height, rounded to the nearest whole number. This provides a range of visibility for different letter heights, from optimal to maximum readable distances

It’s All About Location

The ultimate rule of real estate also applies here because, quite frankly, your sign will be taking up some degree of real estate.

Different environments call for different elements and different sign sizes. First, it's important to determine where your sign will go. For example, if you’re placing your sign along a busy street with plenty of cars going by at an average speed, easily visible letter size at a distance is paramount.

By contrast, if your sign is in a high pedestrian area, letter size and font have a little more creative freedom because people will have more time to read the letters, which isn’t the case if you’re moving fast in a car.

Letter Height and Zoning Rules

Before determining your sign’s size, it’s important to know the local laws in your area regarding zoning regulations. Cities and municipalities often have specific guidelines regarding the dimensions of commercial signage.

For example in New York City, a sign must comply with regulations outlined in the New York City Construction Codes, the New York City Zoning Resolution, and the Rules of the City of New York. These regulations dictate the permissible size, location, projection over a sidewalk, and illumination of a sign. For instance, in certain zoning districts (like C1 and C2), the maximum surface area for an individual accessory sign is 150 square feet, with a maximum height above the curb level of 25 feet.

Standard Commercial Business Signs

Standard commercial sign sizes typically include larger dimensions to maximize visual clarity, message, and impact. Common sizes for these signs are 36" x 120", 36" x 144", 36" x 192", 48" x 120", 48" x 144", 48" x 192", 60" x 120", 60" x 144", and 60" x 192". These sizes are designed to ensure that the signage is noticeable and readable from a distance, suitable for commercial settings where attracting attention is crucial

Budget Considerations

ShieldCo’s works range in price from $1,500 to $3,000 to $7,000. Naturally, bigger signs with bigger fonts and more colors will increase the cost. Always consider choosing the right size and letters when investing in a sign. For less expensive options, check out our partners at Hudson Laser.

Enhancing Visual Impact

Strategic placement and lighting are crucial factors in maximizing visual impact. When considering placement, aim for the highest point that is still within the line of sight of your target audience, such as above the storefront or along a busy road. This ensures maximum exposure to both foot and vehicular traffic.

Additionally, the orientation of the sign should be considered; a perpendicular sign to the road can catch the eye of passersby more effectively than one that is parallel. Lighting plays a pivotal role in enhancing visualness, particularly during evenings and in low-light conditions.

Well-lit signs not only become landmarks in their own right but also ensure that your message is visible and legible at all times, ultimately contributing to a stronger brand presence and customer recall.