A great campaign yard sign is visible because it effectively captures attention and conveys its message quickly and clearly. Here are the key factors that contribute to a yard sign’s visibility:
1. Size and Placement:
- Appropriate Size: The sign needs to be large enough to be read from the intended viewing distance (e.g., by drivers passing by or pedestrians on the sidewalk). A common standard for political yard signs is 18″ x 24″, which is visible up to about 70 feet. For every 10 feet of viewing distance, text should be at least 1 inch high. I also like 16″x26″ signs.
- Strategic Location: Placing signs in high-traffic areas (roadsides, intersections) maximizes exposure. It’s also important to ensure the sign isn’t obstructed by trees, bushes, other signs, or objects.
- Double-Sided Printing: This allows the message to be seen from both directions of traffic, doubling its exposure.
2. Design Principles:
- Simplicity and Conciseness: People have only a few seconds to read a yard sign. The message should be short, to the point, and easy to grasp quickly. Avoid cluttering the sign with too much text or too many design elements.
- High Contrast Colors: This is perhaps one of the most crucial elements. A strong contrast between the text and background colors significantly improves readability. Examples include dark text on a light background (e.g., black on white, dark blue on yellow) or light text on a dark background (e.g., white on dark blue). Green signs located on grassy areas are harder to read as well.
- Clear, Legible Fonts: Use large, bold, and easy-to-read sans-serif fonts (like Arial, Calibri, Impact). Avoid decorative, script, or overly thin fonts that are difficult to decipher quickly, especially from a distance.
- Prominent Candidate Name/Key Message: The candidate’s name or the main call to action should be the focal point and the largest element on the sign.
- Consistent Branding: If part of a larger campaign, the sign should use consistent colors, fonts, and logos that match other campaign materials for easy recognition.
- White Space: Adequate white space around text and graphics prevents the sign from looking cluttered and improves readability.
3. Material and Durability:
- Weather Resistance: Signs should be made from durable, waterproof materials like corrugated plastic (coroplast) and polycoated posterboard that can withstand various weather conditions (rain, wind, sun) without fading, tearing, or becoming damaged.
- Secure Installation: Signs need to be securely installed (e.g., with H-stakes or U-stakes) so they don’t fall over or blow away, which would negate their visibility.
4. Legal Compliance:
- Local Regulations: Be aware of local ordinances and state laws regarding yard sign size, placement, and duration. Some areas have restrictions to avoid fines or forced removal.
By focusing on these elements, a campaign can create yard signs that are not only seen but also effectively communicate their message to potential voters. Sources