Accessible Signage Can Help Your Business Thrive
it comes to integrated marketers’ store signage, ‘ADA-compliant’ and ‘powerful’
aren’t mutually exclusive concepts. Signage that’s sensitive to the needs of
those with disabilities is good business, since they make up a market that’s
more than 50 million strong. Besides, accessible signage is good for customers without
article is NOT your guide to making all your signs ADA-compliant, because that
requires a literal book. Instead, we’re providing ideas for how you can tweak
your promotional signage to be more appealing to all of your customers.
The Signs That Must
a whole category of signage that must comply with the Americans with
Disabilities Act: signs that convey information about your building, parking
lot, restrooms, and other features of your facility that are necessary to keep
employees and customers safe. For example, signs that designate accessible
parking or bathrooms, or indicate entrances, exits, and other important
features of the building.
(including digital signage)
that are put up for marketing and advertising purposes are exempt from ADA
requirements – for example, displays, logos, endcaps, or any promotional
signage not related to the physical space of the building.
The 3 Elements of Signs
That Pop For Everyone
make signage that stands out to customers with good sight and is still legible
for those with impaired vision, integrated marketers need to focus on content, contrast, and construction.
Keep Content Simple
it comes to copy and content, stick to the essentials, such as name, location
and price. Make the copy large enough to pass
the squint test without sacrificing the white space that’s required
for readability. Use a simple, sans-serif font like one of the following:
of your signage contributes not only to its overall impact but legibility
and visibility. Aim for high-contrast combinations
that make it easy for all eyes to distinguish content of the sign. Try:
can keep your signage branded by picking a color and then using tints within
that color – for example, if it’s blue, using it at 10% for the background and
then 100% for images or type.
Your signs should be constructed of something
sturdy and durable that reduces glare. Your printer can help you pick the right
materials for the job, as well as recommend coatings. Again, promotional signs
don’t need to meet the same criteria as wayfinding and informational signage,
but creating long-lasting, accessible signage will pay off for years to come.