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Why Most Signage Fails Before It’s Even Installed.

Imagine this scenario for a moment. A luxury retail brand commissions sleek, modern signage for its new store; everything aligns with their brand identity.

Each design is approved one by one. They feature clean typography, a striking colour palette, and an attention-grabbing aesthetic. On-screen, everything looks perfect. Installation day comes and when the signs finally go up, nobody is happy…

The issue? All of the signage was designed in isolation. Nobody had considered the impact of the physical environment on the design. Under the store’s light fixtures, the grey-on-black lettering is instantly lost. The on-trend, condensed font becomes nothing more than a blur at a distance. The high-gloss finish reflects so much light it’s impossible to read.

How did this all go so wrong?

The signs looked great on screen, but nobody tested them in the real world. The lighting, reading distances, and material finishes were not considered within the actual space. And by the time the issues were seen, it was too late.

Now let’s go back a few steps and take a different approach.

All of the designs are approved, but before production starts, prototypes are produced and installed in the store. The issues are instantly visible, and the team gets to work making adjustments: a gloss to matt finish, colours tweaked for more contrast, and an alternative font for better legibility.

The result? The signage doesn’t just look good - it works!

Signage doesn’t fail at the point it’s installed. It fails when it’s planned and designed.

Get it right from the start. Follow the right process.

Do that and your signage will deliver results and enhance the space it sits in.

Thanks for reading!

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