One of the biggest creative challenges an artist will ever face is how to earn a living. As the owners of a small sign business in rural VA, our choice has been full of opportunities for artistic expression and a modest income. We have learned a great deal about advertising in the process, particularly about the visual cues that spell success or disaster for both new and established businesses.
      First and above all, appearances ARE everything. Your sign is  the first impression that you present to your customers. It needs to be straight forward, projecting your merchandise or service above all things. It also needs regular maintainance and care. If your sign looks shabby or outdated, your customer may go down the street to the sleek look of a competitor.  
      Stick to the basic information. So many business owners want to 'laundry list' everything on their sign, every possible angle of what they do or can provide. How much can someone read from a sign as they pass it at 35 miles per hour? Try it sometime, it isn't much. On a sign, the most important items should maintain this order of priority 1.)WHAT you have or do 2.) WHO you are. After that, if it is appropriate to the nature of a business, a phone number. Most folks get those priorities out of whack. The bottom line is, unless you are a branded corporation your customer will not be all that concerned with your name.
      Use colors that are appealing in combination. You should consult with a sign designer about personal preference, certainly, but be willing to take other factors into consideration. For example, the color scheme of other signs in the area, the exterior design of the building, the height of the sign when completed and the nature of your business. Human services like medical offices, funeral homes and care providers almost always avoid using red. Orange can be used to give 'pop' to a design, but it is such a confrontational color that moderation is best.
      Your sign designer will also be able to help you choose a font that is legible, appealing and apropriate to your business and a shape that will be the most beneficial. If you need to develop a logo for business cards and brochures, it is best to have the same person come up with both your corporate identity and sign concept. This keeps your look very consistent and clear, making you readily recognized by your customer. When it comes to choosing a business, people really DO like 'matchy-matchy', it spells professionalism to them. Have your designer come up with a concept that you love, then stick with it!
      Last but not least, LOCATION and SIZE of your sign are of prime importance. A great sign that never gets seen is a waste of money, no matter how sleek and clever the concept. If you have a specific area that your sign MUST go, then the choice of size is crucial. Occasionally, trees must be cut back or new post holes dug.
       A reputable sign designer will help you choose the best and most cost effective materials for your  signage. Don't be afraid to mention  that you have a budget,  it's actually helpful if the designer knows up front  what your ceiling is.  We tell our customers that we can make almost any  design  into a sign,  keeping the  materials at an affordable range is where the real creativity comes in!  NEVER  be afraid to ask questions or to ask for revisions while you are in the design process, this will cost you little to nothing.
      If you are wary about a sign designer, ask to see the company's work; we have albums of ours to show. If you want to know about the work ethic of a sign company, talk to former customers and go check out past jobs. It is also perfectly ethical to take bids or compare estimates. It is NOT okay to have one company come up with a concept, and another company do the work, unless you purchase the design. Keep in mind that copyright laws restrict the usage of characters and logos that are pre-existing.
      Remember that good signage isn't 'cheap' and 'cheap' signage doesn't last! Expect to pay a 50% deposit for materials and to be ready to pay the balance upon installation.