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Why the ‘Perfect’ Font Won’t Save Bad Signage.

Typography is considered one of the most important aspects of signage design; it’s the most visible part, right? The logic goes something like choose the right font, and your sign will be easy to read. Choose the wrong one and it will dramatically fail.

There’s a massive problem with that theory… there is no such thing as a perfect font! Only fonts that are used well, or ones that are used poorly.

The idea that one magic typeface can fix every issue with readability is simply a myth. A clean, modern sans-serif font can still be a disaster if it’s squashed into a small space, stretched to fit an awkward shape, or manipulated incorrectly. Meanwhile, a less conventional font, if sized and positioned with intent, can be 100% legible.

Think about using a condensed typeface. A designer may pick this to fit more content into a limited space, but this only kills clarity and turns everything into a blur at a distance. The same applies to using an ultra-thin font for a modern look, as if it is used under the wrong lighting it will completely disappear. 

Trends in typography are also a common trap people fall into. What looks stylish in one application, doesn’t mean it will work in another. It might work for a digital brand identity, but how will it look on a wayfinding sign? The same can be said for scripts, oversized serifs and quirky typefaces. What’s on trend today, might be useless tomorrow. 

This all leads to the same conclusion. Fonts don’t make signage effective; intentional decisions around typography do. Using a great font incorrectly is just as bad as selecting a poor one. Size, weight, spacing and application matter just as much, if not more than the typeface itself. 

Instead of looking for the ‘perfect’ font, focus on intentional choices.

Because a sign that can’t be read is a sign that fails.

Thanks for reading!

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