By signcraft
Posted on Sunday, July 20th, 2025
It goes without saying that the primary message on a sign should be obvious. Make that “really obvious.” Bob Behounek likes to devote half or even two-thirds of the layout space to the copy that matters most. In the two or three seconds most viewers have to read a sign, that helps make sure they get the main message. The secondary copy is there for those who want more information.
But as you look at the signs along the street, that’s often not the case. The main message on many—if not most—signs gets less space and contrast than it deserves, making room for secondary copy that is too large—or often not necessary.
In “Make the main message shout” you’ll see a baker’s dozen of signs that make a clear case for giving the main copy center stage—like this one by Alex Kurakake, Smart Alex Signs, Huntington Beach, California. Feel free to show this article to customers who want you to shrink their crucial primary message to make the secondary copy larger!
Randy Howe, Getzum Exposure, Port Dover, Ontario, Canada
