Signage Design vs. Web Design: 5 Differences to Keep in Mind

Creating visual elements for websites may appear similar to creating such for retail signage, however, there are notable differences. The contrast ranges from the visibility aspect to the efficient usage of a canvas, websites and signage designs don't have much in common. Even with these disparities in style, a gifted designer can seamlessly transition from working on websites to creating retail signage. The key is understanding these differences and constraints so that you can adjust and fine-tune your design focus accordingly. Below are five critical distinctions to consider when working on designs for signage instead of online platforms. Visibility and readability take the center stage Online, visibility doesn’t play that big of a role. Given that web users are typically glued to their screens and won't abandon a page simply because it takes an extra second or two to comprehend the content, designing for immediate visibility isn’t crucial. However, in retail signage, the scenario is quite different. Visibility and readability are integral as your audience may abandon your signage and move on to the next one if they struggle with understanding your content. Hence, never bury your message in the retail signage. Ensure that it is lucid and instantly comprehensible so that viewers don’t dismiss your signage. In addition to the clarity of your main message, prioritize its ease of understanding and reading. The unlimited scrolling space no longer applies On the internet, users have the luxury of scrolling infinitely until they reach the page's end, rendering the length of your design moot. But in retail signage, you have rigid dimensions within which your message has to fit. Consequently, keep your signage concise, intriguing, and straightforward. Seeing that you don't have an everlasting vertical space, it is important to keep your signage content limited to enable quick and easy comprehension. At times, the constraints of retail signage emerge as benefits. Since you have to keep your core message brief and easy to understand, there’s no risk of overdoing your design, a problem quite common in the online realm. Compatibility issues are non-existent In the sphere of web design, compatibility is a major nightmare. From browsers to operating systems to devices like desktop computers, mobile phones, tablets and more, a lot needs to be taken into account. On the contrary, in retail signage, there's none of that to fret about. Although signs come with different sizes and dimensions, it's significantly easier to adapt to fit a different canvas than adjusting a digital design to function across multiple browsers. Relish the non-existence of the compatibility issues — it's certainly a great benefit. Use the energy you would have otherwise expended on compatibility checks to ensure your sign design optimally utilizes its canvas. Your design is static, not designed to scale up and down The need for designing compatible with varying resolutions and screen sizes is escalating with more and more people surfing the Internet on their mobile devices, tablets and other devices. In retail signage, while there is a need to design for varying sign sizes, there's no requirement to scale your design up and down as is the case with digital design. Create a design that's effective at one size and it's almost certain it will work well at another. The top-tier retail signs are simple, stylish and effortlessly comprehensible at any size, big or small. Just like in the online world, you need to craft your signage to scale in regards to size. However, there’s less necessity to design for multiple differing canvases. There is no requirement to retain your audience's focus What duration do you predict people to gaze at your retail signage? A significant distinguishing factor between retail signage and web design is the success measure of retail signage which is gauged by the audience viewing your sign and consequently taking action. However, online, a vital success metric is the duration spent by a user on a website in a single session. The more the time a user spends on the website, the higher the value perceived for a design or page. Given that retail signage aims to prompt action, there’s no obligation to ensure people remain focused as is the case in web design. Design to motivate people to act, not to dwell on your signage longer than necessary.