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Are You Presenting Your Business Name Clearly?
Names should be clear and memorable, as we discussed last week. However, clarity has an additional dimension. When you put your name on a sign, banner, or website, is it legible? Are the rest of the words in a title or sub-title easy to read, as well?
There are a number of aspects to legibility:
Existing and prospective customers need to be able to recognize your name from a reasonable physical distance. And, they need to be able to read your name or headline without having to put on reading glasses! Remember that most people over forty years old struggle to read anything smaller than 12-point type.
Typeface or font
Sometimes we love a particular font or typeface because we believe that it perfectly depicts the mood or positioning of our business. However, this will not inform anyone if the reader has to struggle to distinguish the letters – especially if reading time is limited when making an “examine-or-keep-going” decision.
The number of words
Billboard signs are the best example. A good rule of thumb is that no more than six words can be read by cars traveling past a sign on an interstate. Think about that the next time you see a billboard, and you will recognize how many of them are largely ineffective.
The same principle holds for yard signs or exterior signs on a retail business. Will target customers be walking or driving? At what speed? How much will they be able to read?
Inclusion of a Graphic
Does your signage include artwork? If so, does it distract or enhance the understanding of your message. The general rule is to keep it simple!
How clear is your name on:
o Business cards?
o The headers and footers on your printed pages?
o The headlines and graphics on your marketing promotions?
o Your signage?
Until we meet again,
The Entrepreneur’s Friend