To get it right, I reached out to Print Banners NYC, a local company that specializes in custom signs and logos. Their portfolio impressed me, and I was confident they could bring my ideas to life. I shared my vision, and now my sign is in production. However, I quickly learned that there’s much more to signage than meets the eye.
Curious to learn from the experts, I asked Mohamad from Print Banners NYC about the common mistakes businesses in New York make with their first signs. He shared 9 frequent pitfalls, some of which I unknowingly fell into myself. Here’s what I learned:
1. Contrast Matters
In a bustling city like New York, where signs compete for attention, contrast is key. Ensure your sign’s lettering stands out against the background without clashing. Vibrant yet harmonious color combinations make your sign readable and visually appealing to the city’s fast-moving pedestrians and drivers.
2. Poor spacing
A poorly spaced sign can detract from the professional appearance of your business. Crowded letters or awkward alignment not only look unpolished but also hinder readability.
Subtle nuances, like how a “W” sits closer to an “A” than to an “L,” can make a big difference. Using a paper template for your design ensures consistent spacing and alignment. In New York, where competition is fierce, a clean and professional sign can set you apart.
3. Choosing the Wrong Font
In New York’s vibrant business landscape, clarity is essential. Your font should be easy to read, even from a distance. While stylish or whimsical fonts might align with your brand, they can hurt readability.
Stick to timeless, legible fonts for your signage. And whatever you do, avoid Comic Sans or Papyrus—you’ll thank us later.
4. Confusing Art with Logos
A logo should be simple and instantly recognizable, even in New York’s high-paced environment. Overly detailed designs or complex images can make your signage confusing or ineffective.
Get feedback from someone outside your branding process to ensure your logo communicates the intended message. If you want a laugh (or a warning), search for “logo fails” to see how small design missteps can go awry.
5. Improper Installation
Whether you're setting up your sign in Manhattan or Brooklyn, improper installation can undermine your efforts. Mistakes like misaligned letters or reversed installation can turn your beautiful design into an eyesore.
Outdoor signage in New York must also withstand the city’s varied weather. For example, untreated wooden signs can warp or degrade quickly. Be sure to use weather-resistant finishes and avoid drilling holes that compromise the sign’s durability.
6. Using the Wrong Material
In New York, selecting the right material for your sign is crucial, as the city’s diverse conditions can impact its longevity.
- Overspending: Some premium materials, like polished metals, are designed for harsh environments but may be unnecessary for your location.
- Underperforming: On the flip side, opting for cheap materials might result in a sign that can’t handle New York’s elements, from summer heat to winter snow.
- Misfit for the Location: Acrylic signs, for instance, are durable but prone to cracking on impact, making them unsuitable for high-traffic areas like busy streets.
7. Incorrect Sizing
Always measure the intended placement of your sign to ensure it fits and is legible from a distance. In a city like New York, where signs are often competing for attention, properly scaled lettering and balanced negative space are essential for making an impact.
8. Ignoring Location-Specific Factors
New York’s unique urban landscape can present challenges. For example, your sign might be perfectly visible in winter but obscured by trees or scaffolding in summer. Always account for your location’s changing environment when designing and installing your sign.
9. Forgetting to Order the Sign
In the hustle of launching a business in New York, it’s surprisingly common to overlook ordering the sign itself. Many businesses resort to temporary banners or placeholder signs during opening events. Avoid this by planning your signage well in advance.
The Bottom Line on Signage in New York
Your sign is one of the first impressions your business makes in New York’s competitive market. You’ve invested in creating a strong online presence and cohesive branding—don’t let your physical signage fall short. A well-designed, properly installed sign reflects professionalism and attracts customers in this fast-paced city.
By avoiding these 9 common mistakes, you’ll ensure your sign stands out and serves your business effectively. What other tips do you have for designing impactful signage in New York?
