Some promotional signs are clearly very complex, with carefully chosen fonts, colors and images. Others are simple, with just a few words and maybe a logo.

But complex is not always better, and simple is not necessarily easy. A good sign is one that makes its point quickly and sticks in the mind. A bad sign is one that, well, doesn’t.

Bad signs are:

• If an out-of-style color palette or off-center text distracts the viewer, the intended message won’t come through. The viewer perceives the quality of the sign as reflecting the quality of its subject.
• More information does not equal more understanding. A complete menu of services or amenities doesn’t impress passersby. If anything, too much information just annoys people in a hurry.
• Provide enough information that the sign makes sense. A political sign with only an individual’s name and party logo assumes people know what office the candidate is running for. Don’t assume.

Good signs are:

• This may seem obvious, but attractiveness often takes a back seat to information. Never emphasize words at the expense of design; it is absolutely part of the message.
• Roadside signage should be limited to seven words. You have a bit more leeway with pedestrians, but those first seven words still have to earn the viewer’s further attention.
• A simple image is an efficient way to communicate a bundle of ideas. Accompanying text should be at about an eighth grade reading level, so viewers comprehend its meaning at a second’s glance.

If you’re planning to invest serious money in a marketing campaign that involves signage, don’t go it alone. Consult a design expert to help you say what you want to say, and avoid saying what you don’t.