You already know that it makes a huge difference whom you trust with your signage needs. In addition to the latest equipment availability and broad range of product choices, there is also the importance of superior graphic design. In the signage industry, this is not frequently discussed because it creates a significant amount of pressure to step up and step away from cookie-cutter designs and manufacturing techniques. Here are some examples that drive home this point.
Graphic Design Experts Make or Break a Sign
Signs are visual communication tools. They are the calling cards of your company. A specialist, who does not include the ease of readability with the necessary legibility for the area where the sign is installed, costs you money. Readability relies on proper color combinations and font selections. Legibility depends heavily on font size, which is determined by the speed with which motorists drive past your business.
A skilled graphic designer knows to approach each sign order as unique. The professional factors in the purpose of the sign, its target demographic, the location of the display and the message you want to get across. Material selection, color choices, sizing and installation options are the direct results of these considerations. Moreover, the sign needs to fit in perfectly with other signage products that you already display on your property.
What are the Skills a Graphic Designer Must Possess?
The use of computer software and design tools is something that everyone can learn. The skills a real professional in this field must possess are far more difficult to teach. For example, this specialist must have the ability to take the verbal cues from the customer and translate them into a visual form that uses nothing but colors and shapes. In addition, the expert needs to have excellent communication skills that allow conversations between the client and the shop to result in changes or adaptations of the signage order.
The hands-on skills needed must be varied. A one-trick pony will not serve customers well. Rather, the artist must know vinyl cutting as much as this expert understands the art of routing, sandblasting and wide-format printing. Size determinations and style element placement call for a specialized eye for detail. As you might imagine, at Signs & More, we only employ graphic artists who bring all of these skills – and many more – to the table.
Communicating Effectively with a Sign Maker
Your sign shop operator should put in effect communication methods that allow everyone to be on the same page with respect to layout options and design choices. For example, we have set up a system that lets us receive your graphics files via Adobe Photoshop, Illustrator, Excel or Microsoft Word for text. We also receive files with .ai, .eps, .pdf, .jpg, .psd and .tif extensions. Eps, pdf and ai files typically contain the vector shape files we need.
Now that you know about the importance of graphic design in the signage industry and how our experts can meet and even exceed your expectations, call us to discuss your next order. We look forward to collaborating with you on your project.
