I recently had a conversation about signs with a store owner on the Sunshine Coast in British Columbia. He was mentioning how he had to have his store frontage sign redesigned because it wasn’t bold enough to be seen clearly from a distance by passing traffic. You will recall that I have written about this aspect of sign design on a number of occasions.

What he said is well worth taking note of—a real customer’s real concern is always worth treating as as a learning experience because it’s probably not an isolated incident.  He said, “My sign guys in Calgary are really talented in designs on products like beer cans etcetera. But the problem with these guys is that they are sitting 24 inches from their screens and designing signage that has to be seen from 200 feet away for 2 seconds. They don’t get it.”

Worth noting.