Trigger Split-Second Recognition: 3 Tips From A Sign Company In Conroe, TX

February 28, 2023 customsignhaus

Exposure to outdoor advertising, such as signs, billboards, and banners, is a very brief experience. In fact, researchers estimate the average sign reader’s “gaze time” at only 0.7 seconds!

Knowing that, it is easy to see why split-second recognition is such an important concept in the outdoor advertising world. But how do you create glanceable signage that can be quickly read and understood, yet still packs enough of a punch to convert prospects into customers?

Don’t worry—The Custom Sign & Graphics Haus is here to help!

Read on to review data-driven tips from the Journal of Advertising Research, or call (936)-539-4200 to consult with our sign company in Conroe, TX straight away.

Trigger Split-Second Recognition: 3 Tips From A Sign Company In Conroe, TX

In a seminal study by the Journal of Advertising Research, authors Van Meurs & Aristoff (2009) set out to identify some basic design principles that made outdoor signs easier to spot, read, and recognize.

To measure sign recognition, they set up a tachistoscope, a kind of slide projector equipped with a mechanical shutter system that would give subjects quick glimpses of signs, then measure how long it takes to recognize the brand or product being advertised.

In total, Van Meurs & Aristoff (2009) recorded recognition times for 187 different outdoor signs, then looked at what each of the top performers had in common.

Here is what they found—and what you can apply to your next outdoor sign design:

● Less is more—practice brevity with outdoor ad copy. “A large amount of information creates a complex message that can generate confusion, especially in as transitory a medium as outdoor advertising,” states Van Meurs & Aristoff. “The less information contained in an outdoor sign, the faster product recognition occurs.”
When trying to apply this tip, it can be tough to decide what information to leave out, especially when you are excited about your product/service details or selling points. But remember: outdoor advertising is meant to be “a very brief experience,” not a very informative one. Passing drivers and pedestrians won’t have time to read lengthy product descriptions or service selling points, so focus instead on grabbing attention and drawing them into your store, where your detail rich informational signs and salespeople await.

● Color clutter slows read times—use eye catching colors but avoid excess. “The use of a number of colors in an advertisement can produce a positive advertising effect,” states Van Meurs & Aristoff. “But too many colors may create clutter that leads to consumer confusion.”
As a rule of thumb, we recommend sticking to 2-4 colors in your ad—enough to create strong contrast and eye-catching visual interest, without creating a rainbow effect that slows recognition speed. And if you want to take your design a step further and leverage color psychology in your design, our sign company can help.

● Concrete images are processed faster than abstract designs—prioritize realistic photos over illustrations. “Photographs were found to be more favorable than drawings for quick brand recognition,” states Van Meurs & Aristoff (2009, p. 87). “Moreover, the appeal of realistic imagery is often high, and realistic images are often considered to be plausible and convincing.”
Whether you are working with a picture of a product or a satisfied customer enjoying your service, our sign company guarantees photo-realistic, high-DPI resolution that is impressive, arresting, and conducive to quick brand/product recognition.