Beyond the basics of a solid monument sign, in this post we’ll share some more advanced aspects of architectural design that play into successful builds.
More specifically, how you can go beyond simple font and color choices to align your outdoor signage to what your other visuals are saying.
Size, Brightness, and Contrast for Accessibility
The U.S. is the birthplace of “universal design” — a concept based around creating designs that work for everyone. The research around improving visibility has been ongoing, and data collected from 10 countries makes a few things clear in today’s design.
- The percentage of a person’s total field of view that sign elements occupy matters greatly. The study showed that increasing elements from 1% to even 3% had profound improvements on perception and ease of reading.
- Size also correlated with the speed of recognition. If a brand is something a visitor would recognize, they could do that almost instantly at larger sizes. At smaller and medium sizes it took several seconds. For those driving by, that might be too long to be effective.
- Brightness and image contrast had a less pronounced effect on readability and recognition than sheer size, but their impact was consistent across all study variations. Once brightness and contrast exceeded the 21% threshold users reported significant improvements in readability. Increasing brightness and contrast further did not have as profound an effect until levels reached 76%, at which point users once again reported a notable improvement in readability.
The actionable parts of that data aren’t simply to ask which design element is more important, but to creatively incorporate all elements into monument sign design. These are practical benefits that go beyond a stone monument sign simply looking prestigious. That’s important, sure, but trying to quantify its value is a bit nebulous compared to what this study reveals about sheer size and brightness.
Major takeaways for planning your monument signage:
- Consider where you’ll be placing your sign(s) and where visitors will most likely be as they begin to see the sign. What kind of distance is that, and what times of day will that visitor be likely to come by? Size and color choices need to be chosen deliberately based on those variables and not simply for aesthetics. For instance, 3-inch lettering works well for viewing distances of 30 feet, but would need to be 10-inches tall for distances of 100 feet.
- Angles also matter. Study participants who had vision impairments noted that it was difficult to properly interpret signage details at angles. This is another scenario where being conscious of where the visitor will be positioned relative to the sign when they most likely see it matters. Try to keep your sign as straight-on as possible, or consider shapes that allow for multiple viewing angles.
Architectural Styles and Modern Implementation
Experts compared facade images from three major architectural styles: Modernism, Postmodernism, and Neo-modernism. Their study was to determine what elements of each style viewers found attractive, and whether viewers found one style more attractive (on average) than the others.
- Modernism (1920s-1970s): The core philosophy here is that “form follows function,” emphasizing simplicity and efficiency. You see a lot of clean lines, rectangular shapes, and the use of concrete and glass materials. In signage, this usually translates to sleek shapes with very little ornamentation. It could also include brushed metal or concrete finishes, and flush-mounted lettering. This design type can come off as professional and sleek, but also as sterile or cold.
- Postmodernism (1970s-1990s): A core philosophy here is a blend of complexity and contradiction. Compared to modernism, postmodern designs have eclectic looks with arches, columns, bright colors, and intentional asymmetry. Type faces can be expressive. This comes off as warmer, often perceived as having more personality.
- Neo-modernism (1990s-Present): This style returns to modernism’s clean lines and sense of precision, but adds newer materials and factors in sustainability. You might see wood or matte metal materials, recycled materials, and use of glass with LED lighting. Modular designs are popular here, as well. In signage, Neo-modernist designs have minimal text and maximum readability. Materials can include aluminum, recycled composites, or stone veneer.
▶ Overall Design Takeaways:
While occasionally architectural designs with very creative, asymmetrical designs are alluring, the study revealed that predominantly people found balanced, symmetrical compositions to be more attractive. This makes sense, since a general truism is also that symmetry helps our brains process visuals more quickly. It aligns with cognitive fluency theory, which is the idea that people prefer things that are easier to process.
Adding complexity to designs is preferable where simpler facades might come off as “sterile” or “soulless.” However, the study indicates that moderate complexity is ideal. Many viewers felt that overly intricate designs seemed chaotic. Designs that the majority of participants found attractive balanced order and variety, sometimes combining clean lines with bright colors or subtle asymmetrical details on an otherwise very straightforward look.
▶ Texture Variety and Color Factors:
- Surfaces with texture contrast — such as stone with glass or metal with concrete — increased depth perception and a sense of interest.
- While the previous study showed that higher contrast improves readability, this study showed that extreme contrast was less preferable (in terms of attractiveness) than subtler, more cohesive-feeling color palettes. A way to utilize both might be to begin with a unified color palette and then look for ways to boost contrast anywhere it makes sense. This balances a sense of order with boldness.
- Participants also showed a preference for natural color tones as opposed to overly saturated colors.
▶ Design Influence on What Draws The Eye:
- Eye-tracking software showed that people’s attention was drawn to edges and symmetrical lines, as well as areas of visual contrast. Designs that used color contrast to create lines were seen as more interesting and easier to make out.
- Purely ornamental design elements, especially those involving larger blank spaces, were perceived as uninviting.
Applying This To Your Monument Sign Design:
We share the above so you can understand the breakdown of how and why certain elements matter. Ultimately, though, here is a succinct set of takeaways you can apply to your design plan.
- Take your building’s dominant geometry into account. Your monument sign’s major lines of symmetry should closely follow your building, which creates the sense of order and cohesion the studies showed people prefer. This also matters for the viewing angle you create with your monument sign, since it could appear in contrast to your building if its angles appear too distinct.
- Select materials carefully, and aim to only use a couple at most when they complement each other. Overly complex constructions seem chaotic and can work against the sense of expertise you’re trying to establish.
- Create color palettes that work in tandem with your building and surrounding landscape. Your monument sign should not be competing for attention with the property in general, or it will subtly convey disharmony.
Use sizes and proportions that make sense with other human-scaled elements, such as doorways, windows, and overhangs. Signage that is too small, or too large, compared to nearby elements draws the wrong kind of attention and once again elicits a sense of disharmony.
