Trade Secret 55: Give it the squint test


In the latest issue of SignCraft, Rob Cooper says, "If you squint at the sign and cannot easily read the essential message, the sign is not working."


Squinting compromises the legibility of everything, and you see what's going to read as the dominant message. It reveals the primary message and the most basic shapes. If you can't quickly get the primary message when you squint at a sign, you can bet those who see the sign on the street won't either.


Click here to learn how to use the squint test to give your signs the edge over the competition. It's another tool that will leave customers wondering why your signs look so much better--and


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Bob Stephens, Skywatch Signs, Zephyrhills, Florida

work so much better. A key reason they should buy from you. 


To make sure your layouts pass the squint test, you've got one essential resource: contrast. Contrast of size, weight and color lets you ramp up the primary message so that you're sure it gets read. You'll find more on how to do that on the SignCraft blog.


It's not hard, it's not technical, it's not a gift only some people have. It's just a matter of developing the skill and putting it into practice. Then you can watch as sales get easier and your customers are happier. 


Missed any Trade Secrets? Click here to see them on our website and get more tips to help you speed production, get better organized, produce more effective designs and sell signs easier.


to forward this Trade Secret to a friend. Thanks!



Tom McIltrot, Editor


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