What's the biggest mistake people make when designing custom signs?

The biggest mistake is cramming too much text onto the sign. People glance at a sign for only 3 to 5 seconds, so if the message cannot be absorbed in that window, it fails.

• Stick to one headline and one call to action.
• Use as few words as possible so the point lands instantly.
• Let white space do the work instead of filling every inch.
• Prioritize contrast and large type so it reads from a distance.

Cutting the copy in half often improves results more than any other change, because it makes the sign readable at a glance.