How to Choose the Best Font for Signs (Complete Guide)
By Mike Shabluk | December 5, 2023
Why Sign Font Choices Matter
Being able to help clients pick a suitable sign font is a skill every sign professional should have. When your business is hired to create custom signage, you want to ensure the client is happy with the finished product. To do that, you need to take several factors into consideration, including:
- Selecting shades that complement the client’s existing color scheme
- Making sure the display will fit in the desired location
- Getting the client’s intended message across to visitors
These are all important during the initial design phase, but the last is the most crucial. After all, a sign is meant to inform, direct, promote, or identify. If visitors don’t understand what a sign is trying to convey, the display hasn’t fulfilled its purpose.
That means you could end up with a dissatisfied client—one whose negative feedback could hurt future sales.
To avoid disappointing your client with a sign that is difficult to read or understand, it’s best to use concise wording, non-distracting colors, and—most importantly—a l
egible font that fits the client’s style.
Using the right font can make all the difference when creating a successful sign, which is why we’ve provided some valuable tips below.
But first, it’s worth discussing exactly why font choices matter.
Why Sign Font Choices Matter
Some people don’t put much stock in the importance of sign fonts. They think it’s just another aspect of design that doesn’t have much effect on whether passersby notice a display. As sign professionals, however, we know just how wrong that thinking is.
Like many design elements, font choice is rarely noticed when done well—only when it’s done poorly.
For example, you might see signage in an upscale restaurant with an elegant but illegible calligraphic font. Or a law office marked by a display using Comic Sans.
When the wrong font is used, visitors can form a negative impression of the business.
- If the font makes the sign difficult to read, visitors may become frustrated trying to navigate the building or find information.
- If the font doesn’t match the business brand or industry, visitors may not take the business seriously and may choose a competitor instead.
Font psychology also plays a role. Different type styles can evoke different emotions and influence behavior. When choosing a font for a client, you’re shaping how people respond to the message.
In addition, if a preapproved font isn’t used on ADA signage, a business may fail to achieve compliance, which can lead to lawsuits and fines.
Ultimately, font choice can make or break a sign’s message and purpose, affecting how visitors perceive a business. That’s why it’s critical to discuss this design element in detail with clients.
How to Choose a Font for a Sign
There isn’t a one-size-fits-all approach to choosing the best font for a sign. What works for one client or application won’t necessarily work for another. However, there are best practices that can guide your decision.
Clean Characters
Depending on the type of sign, there may be room for stylized text. However, it’s best to choose fonts with clean characters. Excessive embellishments, uneven slants, or jagged edges can make text harder to read. Both individual letters and full words should remain clear and legible.
Good Kerning
Kerning—the spacing between characters—is just as important as the characters themselves. Poor kerning can make text look crowded or uneven and may lead to readability issues during fabrication and installation.
A well-kerned font ensures the message is easy to read and visually balanced.
Uniform Thickness
Each character should maintain consistent thickness. Fonts that fade at the ends or vary in stroke width can reduce legibility. 
Uniform thickness improves visibility and helps viewers read signage from a distance without strain.
Practical Fit
A font must also fit the physical constraints of the sign. Beyond legibility, it should scale well without distortion and maintain its visual integrity at different sizes.
Questions to Ask When Deciding on a Sign Font
When working with a client to select the right font, these questions can help guide the decision:
What type of business are you working with?
First, consider the industry and audience. Understanding how the client wants to be perceived makes font selection much easier.
For example, a B2B company may prefer a professional, clean font such as:
- Helvetica Neue (sans-serif)
- Futura (sans-serif)
- Simplifica (sans-serif)
A B2C business may lean toward a more relaxed style, using fonts such as Bavro, Arcadia, or Signika to create a more approachable feel.
Do they already use a specific font in other materials?
Consistency is key in branding. If a client already uses a font across their website and print materials, using the same font for signage helps reinforce brand recognition.
However, if that font is overly decorative, a simplified version may be better for directional or informational signage.
Does their sign font need to be ADA compliant?
If ADA-compliant signage is required, font selection must follow strict guidelines regarding style, size, and legibility.
ADA font rules include:
- 703.2.2 Case: Characters shall be uppercase.
- 703.2.3 Style: Characters shall be sans serif and not italic, oblique, script, highly decorative, or unusual in form.
- 703.2.4 Character Proportions: Width of “O” shall be 55%–110% of height of “I.”
- 703.2.5 Character Height: 5/8 inch minimum to 2 inches maximum based on uppercase “I.”
Common ADA-compliant fonts include Arial, Helvetica, Verdana, Franklin Gothic, and Century Gothic.
Takeaway
Selecting the right sign font is an extremely important part of the design process. It should not be overlooked.
Failing to choose a font that aligns with a client’s brand, and functional needs can negatively impact both usability and perception.
When designing signage for a client’s facility, take the time to research their business, industry, and existing branding materials to ensure the font selection supports the overall design intent.
If a project requires ADA-compliant signage and internal resources are limited, partnering with a qualified manufacturer is often the most effective solution. Erie Custom Signs can help support those projects with compliant, professionally fabricated signage.