Why this matters
People read signs in motion — walking past, glancing while carrying a coffee. A headline that takes ten words to work never gets its ten words. If a passerby can't absorb the message in about three seconds from six feet away, the sign is wallpaper.
What "done" looks like
- Every headline is five words or fewer and leads with the point
- Letters are sized for real viewing distance, not for the design file
- High contrast, one legible font, no decoration competing with the words
- A second person has proofread every sign before printing
How to do it
- Write the sign's job as a full sentence first (each sign has exactly one job).
- Cut to five words or fewer. Lead with the verb or the benefit: "Fresh bread daily," "Returns made easy," "Ask about repairs."
- Size for distance. The signage industry's standard guide is roughly one inch of letter height per ten feet of viewing distance.
- Maximize contrast. Dark on light or light on dark; skip thin scripts and outline fonts for headlines.
- Proofread twice, then have someone else proofread. Typos on signs are printed permanently and read publicly.
- Field-test it. Stand at real distance, give yourself three seconds, and revise until the message lands.
Common mistakes
- Headlines written at a desk that vanish at walking distance
- Decorative fonts that trade legibility for personality
- Cramming a subhead, hours, and a hashtag around the headline until nothing reads
Real-world examples
- The one-inch-of-letter-height-per-ten-feet guideline is a widely documented signage industry standard for legibility at distance.
- In a FedEx Office consumer survey, 52% of Americans said they were less willing to enter a store with misspelled or poorly made signs — sloppy execution measurably repels customers.
From a founder's point of view
The headline the founder finds boring is usually the one customers can actually read at a glance. Inside jokes and wordplay flatter the writer; five plain words serve the walker-by.
Rule of thumb
Stand six feet back, count three seconds. If the message didn't land, cut words or grow letters until it does.