The Value of Demographic Factors in Opening a Successful Practice: Part XII, Signage
“The sign brings customers, but by the work, one knows the workman.”
–Jon De La Fountaine
The impression you make with your sign is a lasting one whether you are selling televisions, washing machines, or groceries. What does your sign say about you? As doctors, we want to instill confidence, trust, and integrity in the minds of potential patients. A touch of elegance always pays. The size of your sign should be large enough to read from a distance from the road or street. Highway speeds affect the sign effectiveness. As your potential patients pass by, your sign is what talks to them.
How big should your sign be? The Pennsylvania Transportation Institution at Penn State University indicated that 4-inch letters can be seen best at 80 to 100 feet. A 5-inch letter is seen at 150 feet with a 175-foot maximum. An 8-inch letter can be best seen at 180 feet with a 200-foot maximum. A 10-inch letter can be seen best at 225 feet with a maximum of 250 feet. If your site is next to a highway, double the height of the letters.
Keep your sign simple. Make your message simple by using easy-to-read block letters. Use black on white or white on black for good contrast. A stone or stucco sign can be very effective to convey an impression of permanency and professionalism. A backlit sign is acceptable if done simply. What does your sign say about you?
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